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The Brief: Sell Bhima Jewellers’ range of diamond jewellery.
The Idea: Usually, women look for jewellery. The idea was that in reality, women by themselves are really beautiful and it’s the jewellery that needs a suitable setting (a women’s neck for a necklace, an arm for a bracelet, a hand for a ring) to show itself off. The ad was released in the matrimonial column of the local Times newspaper, so the setting of people looking for life-partners was perfect for the idea – Diamonds need a Woman.
Won:
Bangalore Ad Club 2007, Bronze. (Category: Press)
The Brief: There was actually no brief for this one. We had to persuade the client (Bhima Jewellers) to put something up for Valentine’s Day.
The Idea: Subtly convert fence sitters who visit the store that everything else is temporary and diamond jewellery is the only thing to give your beloved this Valentine’s day. A flower vase with no water with a rose was placed on a stand and the withered rose re-inforced the message that roses will fade away but diamonds are really forever. In the end, the client liked the response so much he refused to give the stand back, keeping it for a longer time at the store.
The Brief: Promote Taj Gateway Hotel’s takeaway menu to corporates.
The Idea: Menus are often lost and misplaced, hence we printed the menu on a mousepad which became a utility for the secretary and always at hand when the boss wanted to order something. Who’s going to throw away or misplace a mousepad?
The Brief: Market HSBC Bank’s personal loans.
The Idea: A product like a personal loan is perhaps one of the categories where it is quite difficult to get an appropriate database of people who would require a personal loan. In January, it’s tax planning time for employees. Many employees take loans to make the required investments. And they are certainly desperate enough to pick up money wherever they see it… Fake notes on the ground with a message on the reverse. Irresistible!Note: This never got done for HSBC cos due to personal reasons I had moved to another agency in another state. Saw the same idea by another Indian agency for a public service campaign a couple of years later. It got featured in The Work. Pretty suspicious considering it featured in my portfolio much much before... but then perhaps co-incidences do happen... Ah well, sigh...
The Brief: Market HSBC Bank’s Personal Loans.
The Idea: Target people when they’re in a receptive mood. People interested in traveling are probably buying a travel magazine of the month. Tie up with the magazines and use the pictures in these magazines to show them that a HSBC Personal Loan could get them there. Interesting destinations in travel magazine articles were highlighted with the HSBC red square. A write up below the picture told readers how a HSBC Personal Loan could get them to that place. This exercise could be repeated for various segments like home décor magazines etc.
The Brief: How do we inform people that HSBC Bank has opened a new branch in their area?
The Idea: ‘New arrival’ formed the theme. A baby’s crib in a hospital was leased and the HSBC logo was swaddled and placed in the crib. A red sticker at the head of the crib said New Arrival and listed the address of the new HSBC branch in town.
A lady promoter in parks wheeled a pram with the same sticker, handed out leaflets on the bank’s services from the take-one in the pram.
The Brief: Inform NRIs of HSBC Bank’s NRI remittance facility.
The Idea: On the occasion of Makar Sankranti, strew real kites with the string trailing, on streets poles, trees and the ground in localities abroad where NRIs live. There was a note on the kite saying that the sender flew this kite in India, hoping it would reach the named relative, and would the relative send money soon? Through HSBC of course. The names were fake, representing different regions in India.
The Brief: Invite Shoppers’ Stop loyalty club members to the store on the occasion of the store’s 11th birthday.
The Idea: Create a barcode for each loyalty club member. They got this barcode to the store and swiped it to get gifts. Many made purchases too, resulting in sales of INR 1.9 million!
The Brief: When First Citizens (the loyalty program members) come to shop, many of them forget their card and they cannot avail of the benefits. A campaign was needed to remind them to carry their card when they came shopping.
The Idea: People through the ages have used memory tricks like mnemonics, acronyms, creating rhymes out of key letters and other ways of aiding memory. A pack of 5-6 Memory Tricks was designed around the benefits the card gave them. This pack was placed at the counters so they could pick one free. Also the memory tricks were made as posters throughout the store.
The Brief: Shoppers’ Stop had a festival designed to help parents spend more time with their kids. There were kiddie games and prizes to be won and fun activities for kid and dad to do together at the store.
The Idea: One of the things kids love, and which has life beyond the moment is stickers, so we gave them a sticker sheet with all the fun activities so the memories would last longer.
The Brief: We wanted to generate enquiries for HDFC Bank’s Investment Services, targeting people who’ve walked into the bank.
The Idea: A lot of people keep investing in the same pattern, simply because they are comfortable. They could actually be making better investments if only they had a little expert advice. We wanted to shock them out of their routine and make them aware of their unhealthy financial status.
The Brief: Van Heusen has a range of ‘Bespoke’ suits that are custom tailored.
The Idea: There are a few popular and very distinctive suits worn by heroes… like Spiderman, Superman, Batman. These custom-made suits put them many cuts above the ordinary. Exactly like a ‘Bespoke’ suit from Van Heusen. These heroes’ suits placed amidst regular suits certainly catch the eye and prompt curiosity which is the opening for the salesman to pitch the ‘Bespoke’ range of suits right when the customer is in the buying mode.
The Brief: e-inn is a business hotel that wanted to target employees of IT companies in Electronics City, an IT zone close to e-inn, so they could recommend the hotel to their colleagues traveling to Electronics City from out of town, keeping it top of mind for future work related stays.
The Idea: An innovative road graphic depicting that e-inn is just a hop, skip and jump away. Short and sweet and very very noticeable!
The Brief: Prestige Kensington Gardens are apartments that are off the crowded part. Create interest in the project.
The Idea: Through an innovative split hoarding, visually depict how residents of Prestige Kensington Gardens escape the crowds.
The Brief: Position Josco Jewellers as a good place to buy your jewellery.
The Idea: Buying jewellery is all about trust, which is why most Indians have a ‘family jeweller’ they keep going to. Usually brands say ‘Trusted since 1994’ and so on. But that’s very impersonal and generic. The idea was to personalize this trust factor. So the whole campaign becomes personal testimonials of real life people, mentioning the year they first bought a piece of jewellery at Josco Jewellers as the year they started trusting Josco.
The Brief: Promote the restaurant at e-inn (a business hotel).
The Idea: Most guests at the hotel would be IT people who because of the nature of their work travel a lot. We suggested the name ‘Time Traveller’ that captured their work lives perfectly. The décor would have curios from around the world which guests could actually buy and take home with them. These curios formed a motif that ran through the menu also.
The Brief: Premier is HSBC’s top rung banking service for individuals. HSBC wanted to invite high net-worth individuals to become Premier customers.
The Idea: Tell prospects what time and attention could do for them. Exactly like how an oyster takes a tiny sliver and turns it into a pearl over time. The letter was also customized with each recipient’s name, telling them that they need not have a famous name to receive special treatment, they could get it by becoming Premier customers.
The Brief: Angadi Silks had a festive collection and wanted to invite women to drop in to shop.
The Idea: Women are multi-faceted creatures, playing many roles in their demanding lives at home and in the office. We created a festival ‘Nav Avatar’ which means ‘Nine Avatars’, and instead of one invite, sent out a 9 invite pack, one invitation to each of the different facets we felt a modern woman had – feminine, strong, dependable etc…
The Brief: EFI is into printing solutions.
The Idea: In printing each print job must come out perfect otherwise it stands to be rejected. When one has that much pressure to deliver, each work must be like a work of art! The ad eloquently depicts just how reverentially EFI treats each print job that comes its way.
The Brief: SeventyMM is an online movie store that delivers movies home to the doorstep. Orders are placed online or through the telephone.
The Idea: Actually have a long trailing sheet pasted (with easily removable tape) to letter boxes in apartments to demonstrate movies delivered to your mailbox!
