WHAT AN IDEA CAN DO

VOLKSWAGEN PASSAT LAUNCH IN INDIA - PRINT CAMPAIGN

Volkswagen was making its first entry into India with the Passat. I created a long copy print campaign in the style of the erstwhile Volkswagen ads. I had a blast writing these!

Brand: Volkswagen Passat

Campaign Idea: Thanks to our meticulous, hard-to-please engineers,

the Passat is what it is today.

(Please click on the images to read the copy)

SAVE WATER PRINT AD FOR VANARAI FOUNDATION

Due to the indiscriminate usage of water, a lot of people are deprived of their share. To make people aware of this, we placed an ad in the centrefold of a magazine. A transparent sheet in between, when turned, transferred the stream of water from the running tap to the dry tap. Readers then got the message about how they could help save water for the less fortunate.

(click on image to enlarge)

Copy on the transparent sheet: 7.5 litres of water is wasted every time you leave the tap running. Close your tap and save some for those who really need it. For more tips on saving water, call us on 020 24440351/24449351.

Awards: Press finalist at Cannes Lions, Spikes Asia and Adfest 2010.

LET'S PINK - BREAST CANCER CAMPAIGN (I)

My client Pond's, being a women's brand wanted to do its bit for breast cancer awareness as part of their CSR activity. We partnered with The Times of India and the Indian Cancer Society during the month of October (Breast Cancer Awareness Month) to get the message across. I presented two great campaigns and although both were liked equally, only one would obviously see the light of day. This is the campaign that wasn't released but is still dear to my heart. The other campaign which I absolutely love and which was highly effective is in the next post. (Click on the images to enlarge)

Central Idea: It was based on the insight that as women get older, they stop thinking about their breasts. Their breasts just become a part of their body hanging around because they have to. However, it wasn't always like that. There was a time when they obsessed about their breasts; when they first began to appear, at puberty. So the campaign takes women back to those days and encourages them to restart the obsession.

LET'S PINK - BREAST CANCER CAMPAIGN (II)

This is the second campaign I created for breast cancer awareness as part of my client's CSR activity. We partnered with The Times of India and the Indian Cancer Society during the month of October (Breast Cancer Awareness Month) to get the message across. This campaign, which used a fresh approach of communicating to husbands, was published in The Times of India, one of India's largest newspapers - one ad each day for seven days. Along with the ads, there were survivor stories and awareness articles published, self-check videos, radio spots and of course FREE breast check-ups at clinics in five cities. (Click on the images to enlarge)

Central Idea: Women tend to take care of the whole family but neglect themselves, especially in matters of health. Until it's too late. Early detection of breast cancer is key to a better chance of survival. My ads were targeted at husbands to encourage them to reciprocate the care and love they receive from their wives; to urge them to fulfill their marriage vows of taking care of their wives by ensuring that they do a breast check-up regularly. Each ad used a different insight. This approach also fit the brand's association with romance perfectly.

Results: We got thousands of rupees in donations to the Indian Cancer Society through the SMS pledges, 3289 women availed the free breast check-ups and 66 women were detected with early stages of breast cancer. For those 66 women, this campaign was indeed a life-saver.

RADIO SPOT FOR THE CAMPAIGN

Here's the link to the radio spot (Hindi) for this campaign. It won ‘Most Effective Use of Radio in an Activation Campaign at the ERAs (Excellence in Radio Awards) 2011.

https://www.box.com/s/inxazmi7g3oookzranp5

Here's the translation of the spot in English:

MVO: You have a fever… but someone else has a sleepless night

You have to catch a flight…but someone else packs your bag

You have a presentation…but someone else stresses about it

You get a promotion… but someone else distributes the sweets

Because she made a promise that she would take care of you in every way,

now it's time for you to fulfill your promise as well.

Take her for a breast check-up regularly.

VO: Pond’s and Times of India presents Let’s Pink. A Breast Cancer awareness initiative. SMS LETSPINK to 5636 to pledge your support. Rs. 3 per SMS of which Re. 1 will be donated on your behalf to the Indian Cancer Society.

TV COMMERCIALS (AND A COUPLE OF RADIO SPOTS)

POND'S FACE WASH, SCRUB AND TALC

Creating these TVCs was a great experience right from concept to completion which included ideation, scripting, storyboarding and pre and post production. Was involved in the entire process of selecting and working with production houses, directors, models and post-production agencies, local and international. Got a chance to travel nationally and internationally (Cape Town and Istanbul) to shoot these films. The films were well received and helped increase sales in their respective markets.

Brand: Pond's No Blackheads Face Wash

Central Idea: You don't have to wait for that parlour clean-up appointment. Get rid of blackheads every day.

Markets: This ad ran in India and was adapted for other Southeast Asian markets as well.

Brand: Pond's Pure White Face Wash with activated carbon

Central Idea: Pollution makes your skin dull. Get rid of dull looking skin and get noticed! A yoga class was used as the story setting.

Markets: This ad ran in India and was adapted for other Southeast Asian markets as well.

Brand: Pond's Tan Removal Scrub

Market: This ad was made for the Indian market. It was shot in Cape Town, South Africa.

Central Idea: After spending the whole day out in the sun, your skin gets tanned/dull. But you can now reverse the tan/dullness and restore your complexion.

Brand: Pond's Sun Dullness Removal Scrub

Market: This ad was made for the Indonesian market. It was shot in Istanbul, Turkey. The boy in the ad is Afgan, a very popular celebrity singer in Indonesia. The background song was written and sung by him. The ad was a launch pad for his song and Pond's in turn got its share of publicity.

Central Idea: After spending the whole day out in the sun, your skin gets dull. But you can now reverse the dullness and restore your complexion.

Brand: Pond's Tan Removal Scrub

Market: The product is the same as the one above with a different name. This ad was shot for the Thai market with Noona, a very popular celebrity singer in Thailand. It was shot in Cape Town, South Africa.

Central Idea: After spending the whole day out in the sun, your skin gets tanned/dull. But you can now reverse your tan and restore your complexion.

Brand: Pond's Magic Talc

Market: For the Indian market.

Central Idea: Traditionally, the talc woman was older, demure and always waited for the man to make the first move. With this ad, we changed that portrayal and made the girl take charge of her feelings and take the first step towards getting her man. The message: bring a new twist to your love story.

FUTURE GENERALI INSURANCE

Brand: Future Generali Life Insurance - Insurance Week

Brief: Insurance in India had a penetration of just 4.5%. The brief was to raise awareness about insurance and get people interested in insurance products.

Central Idea: The idea was based on an Indian religious belief and adapted to the brief. If you don't take insurance you will not have fulfilled your responsibilities toward your family after your death and your spirit will not be free to leave this world. During insurance week, we urged people to sign up for insurance and let their spirit be free after their death. The tagline was: Sign karo, mukti pao (sign up, be free).

Note: I was part of the team that worked on this campaign. The first two TV ads in the video above were not written by me but are uploaded to give you an idea about the campaign. The third one is mine. Besides the TV and radio ads, we ran on-ground promotions and support campaigns to engage with consumers and enable them to sign the balloons.

Radio Spots: I also created two radio spots for the campaign, the links are as below along with their translations.

Radio Spot 1(Hindi) - Bank Loan

https://www.box.com/s/9fwz3hirpsy3or17wbnh

English Translation

SFX: Phone ringing

Receptionist: Hello, Star Bank Loan services

Srivastava (the ghost): Madam, Srivastava here, my daughter is getting married. I need a loan...

Receptionist (Interrupts): Hello, who’s this?

Srivastava: I am Srivastava...as I mentioned...

Receptionist (who can't obviously hear a ghost): Say something please!

Srivastava: I am madam...I need a loan...

Receptionist (angry now): Hello! Making crank calls...don't you have a sister at home....

Srivastava: I have a daughter madam, it's for her wedding that I need a loan...

Receptionist (annoyed by the silence): Hello!! Idiot!

SFX: Bangs the phone down

Srivastava (dejected): If only I had taken insurance before I died, I wouldn't have been trapped here worrying about my family's needs. That's why I advise you to sign up for the monthly premium insurance during insurance week and be free.

VO: To participate in Future Generali Insurance Week visit Big Bazaar. Sign up. Be free. Insurance is a subject matter of solicitation. Conditions apply.

Radio Spot 2 (Hindi) - Hospital

https://www.box.com/s/p8vlpvmi2etvjt8qo838

English Translation

SFX: Phone ringing

Receptionist: Hello, Health Plus hospital?

Srivastava: Srivastava here madam.

Receptionist (obviously cannot hear a ghost): Hello who is speaking? I can't hear anything!

Srivastava: Madam I need to admit my wife to the hospital

Receptionist: Hello! HELLO! Don’t call me back!

Srivastava: Oh Madam please listen…

Receptionist (annoyed): Do you think the hospital is a circus?

Srivastava: No No...not a circus, I need to admit her to the hospital...

Receptionist: Shameless!

SFX: She bangs the phone down.

VO: To participate in Future Generali Insurance Week visit Big Bazaar. Sign up. Be free. Insurance is a subject matter of solicitation. Conditions apply.

RESULTS OF THE CAMPAIGN: Over 1 million people signed up during the week on forms, and on white balloons that signified their spirit. These balloons made the longest balloon chain in the world (20+ Kms) and won a place in the Guinness Book of World Records. They were all released at the end of the campaign signifying 'mukti' or freedom of their 'spirits'. Watch the videos here:

http://www.youtube.com/watch?v=FO0TmdHCUWE

http://www.youtube.com/watch?v=TQORVj6c8es

AWARDS: The campaign won a silver at the Ad Club Bombay’s EFFIE Awards 2011. These awards judge marketing communication effectiveness.

THE IDEAL HOME & GARDEN MAGAZINE

Brand: The Ideal Home & Garden Magazine

Central Idea: This magazine gives you the right tips about how to decorate your home and garden and where you can get the best deals. So read the magazine and 'wisen' up.

NIRLEP NON-STICK PANS - CONSUMER ENGAGEMENT

Brand: Nirlep Non-stick pans

Task: To demonstrate the non-stick feature of Nirlep pans.

Idea: Let the consumer test it out themselves.

Results: We did this activity in various malls across the city and demonstrated effectively the non-stickiness of Nirlep pans. Participants were given discount coupons on their first purchase and almost all the coupons were redeemed!

(Watch the video below)

MAHARASHTRA TOURISM - PRINT CAMPAIGNS

These ads were presented but not published. However, I enjoyed creating them.

Brand: Maharashtra Tourism's Luxury Train 'The Deccan Odyssey’.

Brand: Maharashtra Tourism's Ajanta Caves (A World Heritage Site at Aurangabad)

Brand: Maharashtra's Tourism's Konkan kada Cliff (Part of Harishchandragad Fort Hill)

This cliff, shaped like a cobra's hood is known to showcase the 'broken spectre phenomenon'. Which is a circular rainbow that can be seen only when there is a bit of mist in the valley, and the sun is right behind the person facing the valley. The copy is written in circles so that the reader keeps turning the print ad around to read the copy giving him the dizzying effect of standing at the edge of the cliff and looking at the circular rainbow.

P.S.: I have stood at the edge of this cliff and I can vouch for that dizzying effect.

Copy: If you thought finding a pot of gold at the end of a rainbow was next to impossible, then try finding a circular rainbow. Chances are, you will throw up your hands and say bah..hogwash. The pot of gold maybe, but definitely not the rainbow. You simply have to be at the right place, at the right time. The right place would be Konkan kada or Konkan cliff. The right time would be when there is a bit of mist and the sun is right behind the person facing the valley. And a small warning you should heed. Konkan kada stands at a majestic height of 3500 feet. Be prepared. There'll be a dizzying feeling accompanying this rare phenomenon. Something like reading this ad. So when looking for the rainbow, be careful or else you may end up counting stars instead.

SABAI FOOT SPA - PRINT CAMPAIGN

Brand: Sabai Foot Spa

Central Idea: I used popular idioms related to 'feet' to create interesting visuals. The message was that Sabai foot spa can treat all other foot problems, except these.

Illustrations: Mark Gmehling

Copy reads as: For all other foot problems, Sabai foot spa.

The print campaign featured on adsoftheworld.com and other advertising websites. We also entered them in a few awards shows. We didn't win but they are still cool!