ACHIEVEMENTS

Brand Launches

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

• Crusher Waste Disposer

Awards

• 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 "face" graphics.
  
  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 smile).
  
  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)
  
  This 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 and creativity.
  
  
• 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).

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