Chaitra Leo Burnett
- Uncle Chipps Potato Wafers
- Liberty Shoes
- Surya Tubes and Bulbs
- For Ariel Detergents, evolved creative concepts for testing,
at developmental stage
- Freshnyle Floor Cleaner
Ogilvy & Mather, Bombay
- Anne French Satin Rose Hair Remover
Stimulus Communications, Bangalore
- Gold for British Airways Global
Promotion (Press ) Bombay Ad Club Awards, 1990 (Ogilvy & Mather)
British Airways had created a 90 second commercial to promote
their global operations. It showed people from all over the world
coming together to form a smiling human face, which turns into
a globe. The commercial was directed by Hugh Hudson of "Chariots
of Fire" fame.
The objective of this promotional campaign was simply to
get people to watch the commercial on TV. To arouse curiosity
and interest, the British Airways commercial was promoted like
a feature film, with a full-page newspaper ad (not shown here)
headlined "Around the world in 90
seconds" that talked of "the face that brings
the world together". The ad was designed like a film poster,
describing the commercial as "A stirring production of epic
proportions" and highlighting the Director's name.
The ad had a coupon which asked questions related to the film,
in exchange for prizes...two free tickets to London and 3,342
early bird prizes of T-Shirts printed with the British Airways
Due to budget constraints, the ad was run only once, but drew
31,728 responses. A follow-up
ad showed the smiling winner of the contest, backed by the "face
composed of people" as shown in the British Airways commercial.
The headline says, "She watched the 90-second smile on "The
World This Week" ... and now she's wearing it!" (the
Shown on the right is the direct mailer inviting press persons
to the screening of a film on "The making of Global",
a behind-the-scenes look at how the TV commercial was made. A
combination of the promotional ad and press publicity had people
talking and thinking about the film, thus achieving the objective
of the campaign.
- Gold for Elgi Equipments Ltd.
(Press ad, colour, recruitment advertising)
Bangalore Ad Club Awards, 1995 (Stimulus Communications)
ad for Elgi Equipments Limited, a leader in the manufacture of
Air Compressors and Service Station Equipment, aimed at attracting
a Marketing Manager who thought differently, and could wear "different
hats" with ease in challenging times when markets had to
be looked at globally, rather than locally.
The ad also functioned as a corporate ad which announced the changes
within the organisation. Elgi Equipments Limited was transforming
itself to be a serious contender in the global market. The ad
pulled in quality responses from all over the country.
Team Management & New Business Development
- Have headed creative teams at Chaitra Leo Burnett, Ogilvy &
Mather, MAA Bozell, MASS and Stimulus, and nurtured creative talent.
Enthused team to work towards higher standards in productivity
- As Creative Director at MAA Bozell, Delhi, set up the creative
team, worked on several pitches and gained the Hero
Honda (Sleek Motorcycle), Autopal (Autolite Compact Fluorescent
Lamps) and Toyo Toys (Disney Soft Toys) accounts within a short
span of 8 months.
- As Creative Director at MASS, Bangalore, have interacted closely
with the senior marketing team at Kurlon
(market leader in rubberized coir mattresses) and advised
them on fresh marketing and advertising approaches when competition
became tough. After Kurlon shifted, played an important role in
new business development by winning HMT
Watches (Retail, Mechanical Watches and Corporate), Centuary
Mattresses and Mysore Sandal Talc, for which we handled the launch.
- Was actively involved in creative pitches which won new business
at Stimulus Communications - Elgitread
Industries Ltd (retreading solutions), Elgi
Ultra Industries Limited (Ultra tabletop grinders).
Backed by years of rich experience across products and target groups,
TA provides copywriting and content writing services that effectively meet your requirements.