Beer

Campaign (India) : 141 Sercon Bags Asia Pacific Breweries

CAMPAIGN INDIA,OCTOBER 12,2007_Fotor

Client : Asia Pacific Breweries
Agency : 141 Sercon

1010 : Launch Of A Digital Wonderland

In 2007, when we at 141 Sercon decided to start a digital agency, we knew that clients would more than welcome the idea while my creative team would lick their lips at the opportunity to unleash goodies. Yes, that’s exactly what happened and the cherry on the fun cake was that our website won at the India Digital Media awards.

Company name : I named this new company 1010. A numerical name as it belonged to the 141 Sercon family and the fact that the name had the essential binary digits that are the DNA of anything that exists in the digital space. This elemental name 1010 reflected the simplicity of our approach and the edginess we wanted for our digital work to possess. From the fancy company name to its zany website, was a task me and my team thoroughly enjoyed living through.

Website ideaTHE WONDERLAND. A beautiful world that we at 1010 called our digital space. It had the madness, thrills, fun and interactivity that we believed digital communications had. You could control the website at the pace you wanted, which was testimony to the freedom this space allowed users to have and play with. Of course, there was also a Real World option for those clients who were less courageous in their marketing approach.

The website starts in our present world and when you click on the rabbit, the journey begins. The rabbit leaps into a burrow and drops you all the way into the magical Wonderland of 1010. Here you not only discover what 1010 delivers but also meet the various animals who represent each department.

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After hours, unwind at The Mad Beer Party. Dance to new versions of old rhymes whose meanings reflect 1010’s approach to various aspects of digital communication.

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From naming to designing to copywriting and singing, 1010 was a Wonderland for me as well!

Client : 1010 (Self)
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

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

Haywards 5000 Beer : For Men

In a competitive beer market, here’s a fun demonstration of a strong beer.

Idea : HOW DO YOU MAKE MEN OF BOYS?

When you take a chilled bottle of Haywards 5000 across the faces of young men, they sprout facial hair in interesting ways.

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Twitter, Facebook handles allow for unabashed sharing.

Client : InMobi
Agency : Phenomenon Brand Architects

Baron’s Strong Beer : One Of The World’s Most Unique Beer Launches

Asia Pacific Breweries planned an India-entry strategy with their strong beer brand Baron’s before launching their flagship brand Tiger beer. In a highly competitive Indian market, the idea was to play on the name Baron’s and exploit its perception of European ancestry that would enable the brand to stand out.

The idea MISSING TREASURE came to life in a story that panned out across media and got the target group involved in unravelling it.

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.

The buzz that was generated created tremendous brand awareness and induced trials to the extent that the brand achieved its first quarter’s target within the very first month.

Here is the board that captures this activation. One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.

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This unique activation got featured in Brand Equity.

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Client : Asia Pacific Breweries
Agency : 141 Sercon