Dentsu India has launched citizendentsu, a new division for social communication, government and semi government clients as well as for the corporate social responsibility (CSR) programmes of its corporate clients.
The new division is headquartered in Delhi and will have offices in Mumbai and Bengaluru. Nagendra Choudhary is the director of citizendentsu and he will be working closely with Shivanand Mohanty and Harish Arora, who will oversee the creatives as ECDs
While speaking about the move, Choudhary, Director, Citizendentsu, said, “Product or brand messages aim at consumers while social messages aim at citizens. citizendentsu has been specifically created to address this and to craft messages that reach to the citizen in every consumer.”
Sandeep Goyal, chairperson, Dentsu India, said, “There is a growing need to speak not just to consumers as consumers, but to consumers as citizens of India and citizendentsu will be our specialised arm that will help with societal communications that is somewhat different from commercial communications.”
Citizendentsu has already released its first campaign for the Technical Support Group (TSG) of the National Aids Control Organisation (NACO). The campaign, called Condom- It’s OK, aims to increase consistent condom use among males between the ages of 18 and 30 years for prevention of STDs, unwanted pregnancies and HIV/AIDS by normalising the use of condoms.
Mohanty, ECD, Citizendentsu, said, “Many condom campaigns have tried to make condoms familiar. However, most have remained at the level of ‘say the word’. Our new campaign takes a step further by saying that not only is it OK to say it, it’s OK to be seen with a condom.”