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
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
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.
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.
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:
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.
