Work
Owning Mumbai Airport
Awards
With the boom in various airlines services increasing connectivity pan India and air travel we decided to explore owning the topmost airport in India, Mumbai being the financial capital of India. But with the location of such opportunity comes with the clutter of various brands already present there, we would've been one of them, so we took exclusive rights of all 37 Aerobridges ensuring that the first thing and the last thing any person traveling to or from Mumbai remembers is ABC.
To create brand awareness amongst the right target group about the brand revival and deliver the campaign message effectively, ritualizing brand and its ethos of making our view of seeing money simply by asking the right questions about our relationship with money and reaching out to every person (potential customer) traveling in and out of the city/country more proficiently so they absorb & understand the message when they are in a most receptive frame of mind.
The Last Telegram
Shortlist
Awards
On 15 July 2013, the 163-year-old telegram retired. Birla Sun Life insurance, in partnership with DDB MudraMax, took the opportunity to send a sobering sales message to its 5,000 HNI leads.
In the last few hours of the telegram's existence, Birla Sun Life set out to remind their prospects of their imminent futures. Telegrams were sent out to 5,000 leads containing a single message: "The telegram retires today. With no future plans. Do you have plans for your future?"
Leading dailies and TV channels covered the significant event, prominently featuring the campaign. The hashtag became a top-trending topic and garnered great Klout Scores. The telegram made sure customers got the message.
The Cutest Angry Baby Hunt
Awards
A very rare example of a beautifully executed integrated marketing campaign that incorporated digital, experiential, Out of Home, and crowdsourcing elements that accumulated into a unique and rewarding gratification for the consumer.
Parents of kids in the age group 0-8 years don't plan for their kids' future from an early stage. To make them realize the importance of timely planning, we used charmingly angry pictures of babies, telling parents that their kids won't look cute enough at 18, when they realise that their parents haven't saved enough for them. The Cutest Angry Baby Hunt was conducted in malls across India. As part of the activity, parents were invited and asked to make their kids frown, A team of proficient photographers was put in place to capture the endearing expressions of the kids. We used these pictures as the faces for our high visibility outdoor campaign and put it up in those very areas where the families of the children lived.
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An integrated approach, the campaign helped generate phenomenal PR and media coverage for the brand, while also achieving the campaign objective of bringing about a remarkable shift in the mentality of parents.
Other Award winning work
MRF Perfinza Airport Installation
MRF Perfinza tyres, developed with a focus on optimum ride comfort, are aimed at luxury and premium segment cars in India. MRF wanted a clutter-breaking campaign to present the new Perfinza tyres. We crafted a unique installation in Mumbai Airport, a life-size luxury car highlighting the actual Perfinza tyres, that was strategically placed right in the centre of the security hold area. Thus, creating a picture-perfect photographic moment that reached out to over 3 Million air passengers.
Mohan Foundation - Life Before Ashes
500,000 people die every year in India due to the non-availability of donated organs because of religious beliefs. With permission from family members, we used the ashes of people who were cremated, mixed with a special clay, to recreate organs. These were then displayed in a traveling exhibit across hospitals as well as wider audience spaces like malls and corporate parks. A simple, yet hard-hitting message – to make people realize, ‘that what has now become ashes, could have been another human’s heart or kidney. If only the organs were donated.
Career options for earlier generations were limited but not today, we invited parent and children to an art studio, and asked parents to paint what they thought their child wanted to become. And asked the child to paint what he/she wanted to become. The disparity in their thinking vs their kids was a wake-up call to the parents!
Multi-media campaign to extend the activity nationally to over 250,000 participants. The website, www.doyourhomework.in helped parents figure out education costs for kids. For any stream, in any country, at any time in the future. And gave them an investment plan to ensure they were future-ready for their children!
Axis Mutual Fund #DoYourHomework
The brief: A book launch for 8 Hours. A very different story, that required a very different launch. We didn’t invite people for the book launch. Aratrika Reddy, the main protagonist of the book did. She came to life on LinkedIn, connected with thousands of professionals in a matter of days, invited chosen ones for a face-to-face meeting. But, there was a twist, the meeting was taking place at the same location as the book launch. As everyone settled in, the author of the book officially launched the book and revealed the surprise. 8 Hours leveraged the power of social media and WOM played a key role in creating hype about the book.