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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.
