Indonesia

Campaign Brief (Asia) : Indian Embassy In Indonesia Partners With TTM

Another respectable win for a new start-up agency. Kept the Indian Ambassador’s faith in advertising and promotions alive, while keeping Indian arts, craft and cinema resonant with the Indonesians.

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Agency : The Thinking Machine, Jakarta

Campaign Brief (Asia) : Rajiv R. Menon Joins TTM As Chief Creative Advisor

As the article is long, I have split it in two parts.

Part 1 :

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Part 2 (continuation) :

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Agency : The Thinking Machine, Jakarta

Campaign (Asia-Pacific) : The Thinking Machine appoints CCO

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Agency : The Thinking Machine, Jakarta

Tata Motors (Indonesia) : Corporate – Play Strong

The site for Tata Motors in Indonesia is a reflection of the company’s ideology, heritage, values and commitment to quality – hallmarks of the Tata marque.

Though a global automobile giant, Tata Motors was an unknown entity to most Indonesians. A year before the official launch of their vehicles in September 2013, in true Tata style, the familiarisation seeds were sown with INSPIRAKSI (Bahasa for ‘Inspiration Leading to Action’), a social initiative to better people’s lives.

Later, launching with the powerful PLAY STRONG idea, a multimedia campaign helped set the tone for Indonesia’s newest automobile player to gain mileage in the collective minds of their peoples.

Within 10 months post launch, the company was ranked 19th among 39 players in one of the stiffest automobile markets in the world.

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Client : PT Tata Motors Indonesia
Agency : The Thinking Machine, Jakarta

Excelso Coffee (Indonesia) : World’s Best In Your Cup

Kapal Api, Indonesia’s heritage and almost a century-old coffee brand, wanted a modern looking website for its 90s connoisseur brand Excelso coffee. A contemporary look apart, the site had to appeal to the tastes of the discerning coffee drinker.

Excelso is premium coffee from high quality, multi-origin coffee beans and exotic blends that are roasted to perfection by the master blenders of Indonesia. They are created from not only pure Indonesian blends from across the world’s largest archipelago but also exotic mixtures of the new and old worlds.

Concept : WAKE UP TO THE WORLD’S BEST BLENDS.

To promote Excelso as one of the most luxurious signature coffee experiences, the idea was akin to a journey through Indonesia and the world, one cup at a time! Where history of their coffee growing regions and plantations blended easily with technical aspects of flavour profiles.

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Client : PT Kapal Api Global (Indonesia)
Agency : The Thinking Machine, Jakarta

Tata Motors (Indonesia) : Tata Safari Storme – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Safari Storme ‘Playing Strong’ :

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To view the print work, click here.

Client : PT Tata Motors Indonesia
Agency : The Thinking Machine, Jakarta