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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

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

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

141 Sercon : Green New Year Wishes

In the December of 2009 when every agency was busy designing their 2010 New Year cards, we hit upon an idea of giving back. Giving back to a source from where it all started – Mother Nature.

1 CLICK. 1 TREE. With one click, our clients or any company could select their choice of tree from 5 varieties. And the agency would plant their sapling of choice for them. Instead of the usual goodies that are exchanged, here was an exchange of a commitment. Now everybody could help make a difference in 2010.

Ask us to sow, so we shall all reap! This was 141 Sercon’s initiative for planet earth and the agency was committed to planting 5000 trees.

The home page.

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Fill the form to select your tree.

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Details of each tree.

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The agency met its green objective, the clients were delighted by this unique New Year gift and 2010 began on a happy payback mode that would eventually benefit all.

Agency : 141 Sercon

Excelso Coffee (Indonesia) : World’s Best In Your Cup

Kapal Api, Indonesia’s heritage and almost a century-old coffee brand, wanted a modern looking website for its 90s connoisseur brand Excelso coffee. A contemporary look apart, the site had to appeal to the tastes of the discerning coffee drinker.

Excelso is premium coffee from high quality, multi-origin coffee beans and exotic blends that are roasted to perfection by the master blenders of Indonesia. They are created from not only pure Indonesian blends from across the world’s largest archipelago but also exotic mixtures of the new and old worlds.

Concept : WAKE UP TO THE WORLD’S BEST BLENDS.

To promote Excelso as one of the most luxurious signature coffee experiences, the idea was akin to a journey through Indonesia and the world, one cup at a time! Where history of their coffee growing regions and plantations blended easily with technical aspects of flavour profiles.

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Client : PT Kapal Api Global (Indonesia)
Agency : The Thinking Machine, Jakarta