Taproot Dentsu creates ‘Made Differently’ campaign for Smartwater

Coca-Cola India has launched a campaign for its Smartwater brand called ‘Made Differently’. Created by Taproot Dentsu, the ad features monologues from Indian film actors Rana Daggubati and Radhika Apte, known for picking roles that were unconventional in the context of subcontinental cinema.


Coca-Cola India director of emerging categories Anoop Manohar said: “Our aim is to help consumers relate to the bright idea that smartwater is. As a premium water brand, smartwater is more than just a product, it is a lifestyle choice, a frame of mind and an attitude of seeking the best; all rolled into one.”

Taproot Dentsu creative head Titus Upputuru added: “Typically, campaigns are about what brands do for consumers. This brief was challenging. We were asked to talk about the manufacturing process. Now that could have gotten really boring. But we saw a parallel between the actors and the product. 

“We found that they were all made differently. The choices that these actors have made in terms of the films is a testimony to this. We found this very fascinating. So, we didn’t want to just relegate it to the product window. We wanted to romance it. The installation execution seemed appropriate for a premium brand.” 


Creative head: Titus Upputuru

Chief creative officer: Santosh Padhi

Creative team: Titus Upputuru, Auryndom Bose, Chinmoy Bhowmik

Account management head: Harjot Singh Narang

Account management team: Payal Dhawan, Aditya Seth

Planning head: Anand Murty

Films: Dawa Lama

Director: Daniel Upputuru

Cinematography: Sejal Shah

Production house: The DZU Films

Music: Rupert Fernandes

Lyrics: Titus Upputuru


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