Shriram Life : Happiness Ka Road Map

Shriram Life in partnership with Sanlam Life (South Africa’s largest insurance player) was a late entrant into the Indian life insurance market in 2009. The brand and its offerings naturally, had to be uniquely positioned.

There’s more to insurance than simply securing the future, a cliched oft-repeated brand positioning. Life is a journey with several milestones along the way. Shriram Life ensures happiness at every step along the way.

HAPPINESS KA ROAD MAP (Road map of happiness) is an insightful idea that brings Shriram Life’s offering alive in more ways than one.

The campaign’s illustrative rendering made customers feel easy and comfortable to approach this new brand as compared to competition that took a too ‘serious’ view of life insurance.

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The plans :

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The Happiness Ka Road Map campaign gave the Indian life insurance industry’s newest player Shriram Life the attention and sales it wanted, and also gave us at the agency Gold at the Abbys in the Digital category.

Client: Shriram Life
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.


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

The first act : Cake-cutting by a digger


Main act : Live aerobics


Finale : Final salute

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

Client : Volvo
Agency : 141 Sercon

Hitachi HD LCD TV : Launch In An Art Gallery

A unique way to introduce Hitachi’s first HD LCD TV to a discerning by-invitation group. At an Art Gallery!

Activation idea : HIGH DEFINITION ART. A TV that looked so good (and with sharp pictures) should be seen as a work of art so why not display paintings on a TV?

Launch : When technology transformed to art! The wall mounted HD TV transforms into a framed painting. The price too matched that of a painting!

Artists : Well-known painters Manav Gupta and Niren Sengupta were specially commissioned to create artworks that would be showcased on the TV.

Buyers could opt for a specially designed picture frame for their HD TVs.

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Film reminder : The demo experience was filmed and then sent to the invitees.

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Client : Hitachi
Agency : 141 Sercon