Deakin University (Australia) : Feel Of Home

Deakin University is one of Australia’s leading universities and offers professionally focussed courses to over 70,000 students in Australia and overseas. Being the first Australian university to set up a research institute in India, Deakin wishes to forge ties with India in a big way.

Every year, there are a fair number of Indian students wanting to study in Australia and from their past record it has been noticed that Deakin University has a large share of them. The campaign had to highlight this fact.

WORLD CLASS EDUCATION WITH A FEEL OF HOME. A call to attract Indian students while ‘comforting’ them about not feeling alienated in a foreign country as they can be assured that fellow Indian seniors would be at the university to help them familiarise and settle quickly.


Client : Deakin University, Australia
Agency : 141 Sercon

IDBI Bank : Education Loans ‘Note’book

In the communication-crowded financial market, loan ads were getting boring and undifferentiated. Especially education loan ads, with their usual imagery of parents lovingly looking at their children wearing graduation hats and holding degrees.

IDBI had made getting a loan for higher studies very simple and easy. This simplicity was showcased as a category-defining visual idea.

This ad is often discussed in management colleges and has been featured on several international websites in their best list for many years. 


Client : IDBI Bank
Agency : Bates 141

Aseema : Bringing school to the streets

Aseema, an NGO, wanted to promote the cause of educating street children. With a negligible promotional budget, the challenge was to get affluent citizens of Mumbai who are largely apathetic to this need, to take notice. If the idea strikes a chord, they would act.

The ubiquitous storm drain was transformed into an abacus! Not only did the idea get traction but it was also awarded with a WPPed Cream Silver by WPP London.

Educate street children

Client : Aseema Charitable Trust
Agency : 141 Sercon