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Creative & Social Media Duties Of Antara Senior Living To Be Handled By Dentsu Impact


Even after being taken to court over allegations of plagiarism, Dentsu impact is still intact and has been winning innumerable mandates. Joining the list is the creative and social media mandate for Antara Senior Living (a Max Enterprise). The brand and the agency have collaborated earlier to launch Antara Senior Living’s first ‘community’ in Dehradun.

Speaking on the win, Amit Wadhwa, President, Dentsu Impact said, “This is our second innings with Antara and it’s a matter of extreme pride for us that they decided to partner with Dentsu Impact once again. With Antara Senior Living expanding into a larger audience space and moving into a new and exciting phase, coming back couldn’t have been sweeter. The interesting thing here is that we are looking at the brand holistically, which includes digital at the core of it.”

Soumitra Karnik, Chief Creative Officer, Dentsu Impact commented, “It’s an interesting as well as a challenging category. Senior living is associated with a lot of cultural and social taboo in India. We will aim to make people see the merit in what Antara has to offer and getting people to feel a sense of pride while choosing Antara as their residence. This is a brand that seeks to bring about a positive change in the society when it comes to people’s perceptions about senior living, and we are more than happy to be part of this journey.”

On the collaboration, Renuka Dudeja, Head of Marketing and Communications, Antara Senior Living commented, “We are very happy to re-engage with Dentsu Impact. The first time around was very different as we were just bringing in a whole new dimension to senior living. The category was very nascent, and we had a huge task at hand to launch Antara Dehradun. Now that we are a well-recognized brand within the category, the focus is to make Antara Way of Life more relatable to a much larger audience and touch many more lives. Team Dentsu Impact with their vast and varied experiences seemed just the right partners in this journey. We look forward to a great partnership.”

Dentsu Impact, the creative agency from the house of Dentsu Aegis Network was taken to court last month along with smartphone manufacturer Vivo by Oglivy India over a campaign that resembles a piece of work it presented to the company earlier. The campaign in question is for V17 Pro, featuring actor Aamir Khan and a child at an amusement park. While the Bombay High Court last week passed an interim order, asking Vivo to deposit Rs 1 crore or furnish a bank guarantee, but the matter is far from over. The next hearing of the court is on 22nd November 2019.

Apart from this, the agency has been in headlines for bagging the digital mandate for all three radio businesses of the HT Media Group and for its new campaign with the Hindustan Times to encourage equality in a marriage.


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