With over two decades of experience, Emmanuel Upputuru is a popular name in the world of creativity. As a celebrated creative head and an industry thought leader, he has spoken at various platforms and also judged international award festivals. His work has won him Lions, Pencils and gongs around the globe, with Campaign Brief Asia ranking Emmanuel as India’s number one creative. In his previous stints, he has worked with the world’s largest advertising groups, WPP and Publicis, and has led some of the most memorable and impactful campaigns for brands like HCL Technologies, Nestle, ITC, American Express, Oxigen Wallet, Dabur, Maruti, Hero, Motorola, Sprite and Cleartrip to name a few. His last venture was an exploration with entrepreneurship he named ITSA. Emmanuel is inspired by technology and innovation, and is known for providing integrated creative solutions – what brands want. Here, he shares five individual works from India that he considers to be special in their own ways...
Samsung India Electronics Ltd - '#EpicDreamsof21'
Agency: Cheil India
This is one of the most ambitious projects we have attempted in recent times. The technology showed what was possible with the Samsung Galaxy S21 Ultra 5G. The phone’s 108MP resolution camera lets you capture a photo with so much detail that you can crop multiple pictures from one picture. We decided to test it. Then data showed that the dreams of our consumers this year were very different from any other year. Simple things in life like going outdoors, hugging a loved one, having a meal at your favourite restaurant, travelling and enjoying celebrations with family and friends - things which we once took for granted had turned into dreams. This campaign is unique as it breaks the clutter of every other smartphone trying to tell their camera story, we decided to show not tell in the most epic demo ever. We created a surreal visual journey of these simple things in life we missed in 2020 and turned them into #EpicDreamsOf21. This was captured in one epic shot in a setting we all wished to be in - the outdoors - using the power of 108MP of the Galaxy S21 Ultra. Every dream composition within the #EpicDreamsOf21 was inspired by a work of art brought to life using a cast of over 40 models posing for the epic photograph. After seeing the results of the campaign, it was like one of our own #EpicDreamsOf21 come true!
Coca Cola India / Thumbs Up - 'Palat De'
Agency: Ogilvy India
Thums Up is one of India’s most iconic local brands that is now part of the Coca-Cola family. Thums Up became the worldwide partner at the Olympic Games to be held in Tokyo starting 23rd July. I love the film and I hope it is part of a larger campaign. The brand for years has been doing successful campaigns around how far the protagonist would go to get his Thums Up. This film is a deviation, maybe just for the Olympics. It celebrates real heroes who have shown thumbs-down to the naysayers, the doubters and the haters. To see this is very refreshing and the reason I love it is because the brand was ready to play with the brand logo and actually encourage people to show Thums down. That’s boldness. Appreciate.
Honda Cars India - 'We Are All Mothers'
Agency: Taproot Dentsu
The campaign reimagines the whole concept of Mother’s Day. The idea sets it apart from the rest! It’s a Mother’s Day ad that features everyone but a mother! Through black and white photos of endearing and emotional moments of current times, the campaign depicts a fresh perspective of how all of us are now showing maternal instincts. A heart-warming campaign indeed!
Swiggy - 'Try Something New'
Agency: In-house at Swiggy
The ad intended to showcase how many different restaurants were available on Swiggy. The storytelling is simple and relatable. The script, made of different incidents, unfolds in front of the viewer, reinforcing that it is indeed safe to order from food delivery apps. Above all, Gosain’s acting skills are amusing and entertaining.
OYO ROOMS - 'Making Online a Safe Space for Women'
Agency: In-house at OYO
There is a dark side of ‘virtual life’. In recent times there has been a spate of incidents targeting women with their safety being compromised. This campaign was all about making online a safe space for women. It was about creating a differential image for OYO Rooms. From identifying the trolls on social media and responding to each one and schooling them is a great initiative. It turned a campaign into involved advertising that led to positive impact for the brand.