Launch

ICICI Bank : India’s First Platinum Credit Card

Launch of India’s first Platinum credit card from ICICI Bank through EXOTIC EXPERIENCES that brought the tagline Own The World alive.

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Client : ICICI Bank
Agency : Bates 141

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

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

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

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

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

Coffee Board of India : Coffee Nirvana

What is life through the lens of Indian coffee? A highly caffeinated bridging of divides. Of urban and rural worlds, young and old peoples, occidental and oriental sensibilities.

I scripted Coffee Nirvana to highlight the width and variety of India’s coffee drinking culture.

Through its light-hearted lens, Coffee Nirvana depicts the evolution of a distinct cafe lifestyle in India, still mindful of its humble beginnings on the street-side. A rich blend of blissful influences.

This film was screened in the US, European and Latin American countries, Japan and Australia at ‘Coffees of India’ pavilions and international meets.

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Client : Coffee Board of India
Agency : Lintas Direct

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