Daks, London : Invitation On A Hanger

An elite English men’s suitings brand – Daks, London – warranted a promotion that was special and personalised.

With a pair of branded gold-plated cufflinks on offer, HNIs were invited to visit the exclusive Daks showroom in Mumbai and experience the celebrated premium suitings and accessories for themselves.

Needless to say, the personal ‘INVITATION PACK ON A HANGER’ was as warm and distinguished as English twill.

As tartan checks was Daks’ signature design, an exclusive loyalty club CHECKMATES was proposed.



Client : Daks, London
Agency : Lintas Direct

Taj Group Of Hotels : Kathmandu Mask

Luxurious Hotel de l’Annapurna in Kathmandu, capital of the ancient kingdom of Nepal, is an ideal vacation destination.

A mailer that evoked the spirit of this holiday had an interesting cover – AN EXOTIC MASK!

Impatient recipients could momentarily slip into the past by detaching the mask, slipping a rubberband between the earlobes and by wearing a new face!

(regret image quality of this earlier work)


Client : Taj Group of Hotels
Agency : Corvo Draft Worldwide

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

Tata Indicom : From Nowhere to Know Where

A few years ago, Tata Indicom introduced an advanced AGPS tracking system – Quickfinder-i – for the first time in India. Powered by Tata Teleservices’ superior CDMA technology, customers could now track their vehicles or assets even while they were parked indoors or in a remote location.

To illustrate the advantages of Quickfinder-i and its real-time tracking benefits to corporates, fleet owners etc, we designed a simple direct mail pack that says it all.


A needle was placed in a pile of hay. The target person can easily locate the needle in a trice by using the Quickfinder-i bar (it’s a magnet) thereby illustrating the key benefit of this tracking system in an experiential manner.

The outer box envelope :


The open box : It’s time to find a more pleasant definition of the word ‘find’.

A brochure on Quickfinder-i and how it benefits various businesses accompanied the box.

Client : Tata Teleservices
Agency : 141 Sercon

WNS : Unique Self-promotion

WNS, a comprehensive backend support service provider to organizations, wanted to promote its range of business process outsourcing services amongst premier insurance organisations in the US and UK. It wanted to highlight its deep domain expertise.


A lamp was sent to prospective customers along with a brochure and other documents detailing the services provided. As WNS provides backend support to its customers, it’s reassuring presence can seldom be seen, but sure makes an impact. Much like what the lamp reveals when switched on wherein the supporting columns of the bridge are now seen!

The lamp employs a pretty simple, yet ingenious technique. The image (bridge and its supports) is printed in two parts.

1. The impossibly long bridge suspended in mid air – This part of the image is printed on the outside.
2. The supporting pillars – These are printed on the inside.

When the lamp is not lit, only the outer image (bridge) is seen.


It’s only when you switch on the lamp that the inner image (supports) become visible, giving a visual demonstration of the role played by WNS.


Client : WNS
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.


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


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


Client : Modern Medicare
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)


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


Client : Hindustan Unilever
Agency : Corvo Draft Worldwide

Tata AIG Life : Women’s Policy Gives Men A Shoebite

When Tata AIG wished to introduce an exclusive life policy for urban Indian women, the strategy was to target the man in her life and make him understand why she needs to be insured.

The idea was very simple – GIVE HER MAN A REALITY KICK. Something impactful that brochures and leaflets couldn’t do.

Screen Shot 2014-10-29 at 11.27.35 PM

Client : Tata AIG
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