GURUGRAM, INDIA — Titus Upputuru, former creative director of Taproot Dentsu, has announced the launch of his own advertising and films firm, the Titus Upputuru Company, with an intriguing campaign establishing the new identity.
Speaking on the occasion, Titus shared, “I have been in this industry for 25 years now. I thought a Silver Jubilee is the perfect time for me to launch this company. I thank God for every milestone, for every moment during this incredible journey. I am ever so grateful. It’s time now to look ahead and I am so excited about this brand new journey. In my career, I have been always interested in the craft of writing, art direction, design, and photography. Over the last decade or so, I have also had the opportunity to direct ad films and short films for brands. I wanted to combine these skill sets and offer the last mile in execution too, because execution is what the audience ultimately sees. We all know that video sits right on top of the marketing tools that marketers are using today across the world. So, along with brand strategy and static creative solutions across mediums and platforms, we will offer our expertise in video too.”
As part of the launch, the company has released a set of short, intriguing films that establish its identity. Each film began with the initials TU and goes on to form a different face, that has a correlation to the drama occurring in the video and audio.
Birds showed a pair of birds forming the eyes of the face, before flying off in the skies.
Police showed a couple hiding inside a car even as a transmission of a police conversation is heard in the background.
Window showed a woman constantly peeping down as if waiting for someone, even as a soldier’s face emerges from the initials.
Biker showed a go-pro view of a motorcyclist, riding in reverse gear to the beats of a Hindi rap song.
The fifth film, set to a dark track of horns, showed a pirate emerging in deep-sea waters.
The 12-second films cleverly used illustration, design, music, and drama to bring out the unique identity of the company.
“We are excited to tell stories using different mediums. The idea is to keep humans at the heart of it and manifest empathy. People still choose brands that have a certain quality about them, that profess a certain human belief; brands that move people, that respect them. As a creative-led company, we will wish to partner with such brands, while obsessing about the craft,” Titus shared.
Titus has written and directed numerous ad films and short films including the acclaimed HarperCollins India’s haunting murder mystery Parcel and the 2022 DadaSaheb Phalke Award-winning Nip in the Bud short film for Times Internet.