Magazine

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

Campaign Brief (Asia) : TTM Opens Doors In Jakarta

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Agency : The Thinking Machine, Jakarta

Mumbrella (Asia) : Indonesia’s Newest Ad Agency Appoints Rajiv R. Menon As CCO

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Agency : The Thinking Machine, Jakarta

Campaign (India) : 141 Sercon Bags Asia Pacific Breweries

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Client : Asia Pacific Breweries
Agency : 141 Sercon

Contact (UK) : HP Edgeline Printer Launch

The much-talked about activation that launched the HP Edgeline Printer in India was featured in UK’s Contact magazine as one of India’s best DM campaigns that add flavour to the communication mix.

Global 2nd proof copy

Client : Hewlett Packard
Agency : 141 Sercon

Hippos : Creating An Award For Medical Excellence

(This is an idea that didn’t see the light of day, but I like it. So plucked it right out of my Mac and pasted the design layouts here.)

As India’s #1 magazine for the healthcare industry, Modern Medicare wanted to create Medical Excellence Awards to honour the best practitioners in the medical fraternity.

1. First the naming of the awards: HIPPOS. A trendy downsizing of the father of medicine Hippocrates’ name in keeping with the times.

2. Designed the trophy.

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3. Designed a unique direct mail pack for doctors in which the letter introducing the new awards was on an X-ray film.

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4. The official invite, again on an X-ray film.

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Client : Modern Medicare
Agency : 141 Sercon

HP Edgeline Printer : When prints didn’t come!

To launch a Rs 7 lakh printer, get it noticed and then considered, the idea had to become a catalyst for engagement.

Idea : WHEN PRINTS DIDN’T COME! Born from the fact that when you need prints urgently, more often than not, the printer ditches you. This unfortunate fact was relevant in every industry.

The launch was conceived as a theatrical play ‘A Day In God’s Office’ in which the new HP printer would be the saviour.

The entire B2B communication then worked backwards starting with a handwritten letter and invitation for this play. All communication was handwritten (naturally, as prints didn’t come). A blog had several people narrating various incidents in their professional and personal lives when the printer ditched them.

This very ballsy concept for a printer manufacturer, found tremendous resonance in the target group resulting in a very successful launch in 6 Indian cities. Set out to get 900 prospects, the campaign pulled in 1200 and even succeeded in getting orders at the launch event.

Activation board depicting the pre-launch handwritten communications:

HP activation board

 Activation board depicting the theatrical play ‘A Day In God’s Office’.

HP Play board

This activation was featured in UK’s Contact magazine as one of India’s best DM campaigns that add flavour to the communication mix.

Global 2nd proof copy

Client : HP
Agency : 141 Sercon