Activation

Mumbrella (Asia) : TTM Wins Tata Motors In Indonesia

The big win to launch the global automobile giant, Tata Motors, in Indonesia.

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

Campaign (India) : 141 Sercon Bags Asia Pacific Breweries

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Client : Asia Pacific Breweries
Agency : 141 Sercon

Tuborg : Fun-da-Mix.com

Tuborg beer has a tagline that the brand lives by everyday, more so at nights – The fun starts here.

To popularise experimenting with Tuborg beer mixes, we created a property FUN-DA-MIX that was designed to ignite the party scene. It was a competition by the guys who know how to get the best in a mix – DJs. Fundamix is the fuel that ignites every DJs passion for experimenting and their fans to savour.

This was an online engagement platform where DJs could share their music with a larger world and create waves by sharing their their best mixes. Winners were selected by public voting.

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Client : Carlsberg Group
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.

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Client : Hewlett Packard
Agency : 141 Sercon

Economic Times’ Brand Equity (Beyond 360) : Baron’s Beer Launch

One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.

From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.

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Client : Asia Pacific Breweries
Agency : 141 Sercon

Volvo : Live Aerobics By Earth Moving Machines

Volvo iNXT 2009 was the first India event that the Swedish auto giants were hosting in the country. A perfect platform to display and demonstrate a variety of earth moving equipment and extreme commercial vehicles to their prospect audience who were invited to their plant at Hoskote, Karnataka, India.

While the invitees enjoyed a tour of the bus factory and also had a surprise peek at a concept vehicle, the showstopper show was the one put up by the new batch of extreme vehicles that are designed to feel at home at construction sites.

Instead of doing the conventional demo displays, we thought of creating a memorable entertainment piece that starred the range of Volvo vehicles themselves.

Idea : LIVE AEROBICS

The stage : A mud field that turned slushy with overnight rain adding oomph to the spectacle.

The first act : Cake-cutting by a digger

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Main act : Live aerobics

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Finale : Final salute

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Needless to say, the show was a tremendous success inviting accolades from Volvo Sweden as well!

Client : Volvo
Agency : 141 Sercon

Domex : My Clean World

Can a floor cleaner do more than just clean floors? Why not inculcate cleanliness as a way of life in young minds who are in the process of habit formations?

Almost 2 decades ago, Hindustan Unilever discovered to their amazement that MY CLEAN WORLD an innovative idea for a school contact programme would have lasting impact for their floor cleaning brand, Domex than any other conventional communication.

A set of My Picture Story Book and My Clean World chart were distributed to Class 2 children. The storybook stayed in class while the chart would be at home. This set would be different for Class 3 and another set for Class 4.

Weekly fun lessons – illustrated stories on various aspects of cleanliness – had to be completed by the child and supervised by the teacher. A month later on completion of a story, the child would detach the ‘moral of the story’ jigsaw piece and take it home to affix it onto his My Clean World chart. This chart-cum-calendar got completed at the end of 6 stories, much to the delight and pride of the parents and teachers who found their kids getting possessive of their clean world.

The brand’s constant presence at home and with parents watching their child’s involvement with its key benefit of cleanliness, brand goodwill felt so squeaky good!

My Picture Story Book used at school: (regret image quality of this earlier work)

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The completed My Clean World chart at home: (regret image quality of this earlier work)

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Client : Hindustan Unilever
Agency : Corvo Draft Worldwide