Fun

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

Tata Motors (Indonesia) : Corporate – Play Strong

The site for Tata Motors in Indonesia is a reflection of the company’s ideology, heritage, values and commitment to quality – hallmarks of the Tata marque.

Though a global automobile giant, Tata Motors was an unknown entity to most Indonesians. A year before the official launch of their vehicles in September 2013, in true Tata style, the familiarisation seeds were sown with INSPIRAKSI (Bahasa for ‘Inspiration Leading to Action’), a social initiative to better people’s lives.

Later, launching with the powerful PLAY STRONG idea, a multimedia campaign helped set the tone for Indonesia’s newest automobile player to gain mileage in the collective minds of their peoples.

Within 10 months post launch, the company was ranked 19th among 39 players in one of the stiffest automobile markets in the world.

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

Tata Motors (Indonesia) : Tata Vista – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Vista ‘Playing Strong’ :

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To view the print work, click here.

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

Tata Motors (Indonesia) : Tata Aria – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Aria ‘Playing Strong’ :

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To view the print work, click here.

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

Shoppers Stop : Data-Collecting Mannequin

Retail thrives on customer data. But how do you get customers to participate in an activity that’s more a chore to them?

In the mid 90s, Blues Bizzare was an exclusive denim outlet of one of India’s pioneering modern retail format players, Shoppers Stop. The store wanted to collect customer data but found that most shoppers were either too busy to fill out a standard-looking form or couldn’t care less about it.

To make this boring (customer’s POV) yet important (Blues Bizzare’s POV) activity interesting and involving, I designed a LIFE-SIZED MANNEQUIN KIOSK that had a theatrical flair about it, even as he holds a large post with the words ‘What you say, is what you get!

The mannequin wears a pair of the latest denims and is in a bent-forward pose. His back is parallel to the ground which serves as a table-top to fill the form. A slot on the top, serves as a drop outlet. From the post, the customer simply pulls out a form that’s designed with graphic symbols that needs to be just ticked, making form filling easy. They then drop the form in the slot. The back pockets of the mannequin’s jeans hold promotional leaflets and other collaterals.

Needless to say, this all-in-one kiosk was designed to attract eyeballs and in the moment of curiosity and admiration that typically followed, to get the job done in fun.

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Client : Shoppers Stop
Agency : Corvo Draft Worldwide

Tata Motors (Indonesia) : Tata Safari Storme – Play Strong 30″ TVC

To launch Tata Motors in Indonesia, the 39th player in a highly competitive automobile market, it was imperative to find a product differentiator that would resonate with the locals. In a market dominated by Japanese cars that are known to be lightweight and therefore perceived to be ‘less secure’, the ‘strong and sturdy’ attributes of Tata vehicles would help gain good groundspeed.

The big idea : PLAY STRONG.

What is Play Strong?

1. Play Strong is a belief. It is a testament of Tata Motors as a strong company that builds strong cars and creates strong relationships. In today’s competitive world, it is a fact of life that is reflected as an affirmation of purpose from the company.

2. Play strong is an attitude. It has a high desirability quotient from a customer’s point of view. It brings competitiveness to the forefront and challenges life as champions do.

3. Play Strong is centered on the emotional but built on the rational. It answers why Tata Motors builds strong cars and tests them in adverse conditions. Because the lives of people in our cars, matters above all to us.

4. Play Strong is a valuable property. It has the potential to make Tata Motors richer in the consumer mind space, as these two words evocatively substantiate why the company is in the business of making strong cars.

Launch film of Tata Safari Storme ‘Playing Strong’ :

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To view the print work, click here.

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