Urbana, a prominent real estate project in Kolkata, had one simple message to convey. had one simple message to convey. It is big. Nay. The biggest. It is big. Nay. The biggest.
Ad for proposed activation by the West Bengal Government by the West Bengal Government We proposed to the West Bengal Government that there could be an activation We proposed to the West Bengal Government that there could be an activation centred around the imminent sainthood of Mother Teresa. centred around the imminent sainthood of Mother Teresa. Since there is an irony about her becoming a saint in a world rife with violence, Since there is an irony about her becoming a saint in a world rife with violence, how exactly could her hometown, Calcutta, pay its homage to her? how exactly could her hometown, Calcutta, pay its homage to her? The Mother is going to be a saint because she performed two miracles. The Mother is going to be a saint because she performed two miracles. What if we could perform a third for her by standing for peace, which she What if we could perform a third for her by standing for peace, which she embodied, in this violent world? embodied, in this violent world? Therefore, the Third Miracle: inviting people to send in their heartfelt messages Therefore, the Third Miracle: inviting people to send in their heartfelt messages for peace and harmony, which would then be printed on a famous blue- for peace and harmony, which would then be printed on a famous blue- bordered sari that perfectly symbolises the Mother. bordered sari that perfectly symbolises the Mother.
No Smoking One-off Ad Headline: Headline: Who are you dragging along? Who are you dragging along? Body copy: Body copy: When you smoke, your family also gets affected. When you smoke, your family also gets affected. Quit smoking on anti-tobacco day. Quit smoking on anti-tobacco day.
Day ad The ad says: The ad says: Take the sting out of illness! Take the sting out of illness! Stay in the pink on World Health Day Stay in the pink on World Health Day
The Economic Times organises a special award ceremony to confer Each year, The Economic Times organises a special award ceremony to confer honours upon exceptional entrepreneurs and corporate leaders of Bengal. honours upon exceptional entrepreneurs and corporate leaders of Bengal. This year, being the event’s fifth, ET wanted to bring the number 5 into focus. This year, being the event’s fifth, ET wanted to bring the number 5 into focus. A campaign was devised with a subtle play on the five elements that go into the A campaign was devised with a subtle play on the five elements that go into the making of this world and, consequently, us. making of this world and, consequently, us. The insight being, we need to invoke our elemental forces to win in life and The insight being, we need to invoke our elemental forces to win in life and career—true personifications of the forces of Nature. career—true personifications of the forces of Nature.
(literally, Sangbad Pratidin (literally, Every Day Every Day), a leading daily in West Bengal, ), a leading daily in West Bengal, decided to spruce up both its form decided to spruce up both its form and content with respect to the changing times. and content with respect to the changing times. The campaign is a clear juxtaposition of The campaign is a clear juxtaposition of changes that have taken place in the city, changes that have taken place in the city, lifestyle and culture over 25 years, the actual age of the paper. lifestyle and culture over 25 years, the actual age of the paper.
than just politics campaign than just politics campaign Bengali news channel 24 Ghanta wished to communicate that, contrary to Bengali news channel 24 Ghanta wished to communicate that, contrary to popular belief, they knew more than just politics. popular belief, they knew more than just politics.
had, in 2013, organised a National debate titled Economic Times had, in 2013, organised a National debate titled “Parliamentary Discussions Ultimately Lead us Nowhere”. “Parliamentary Discussions Ultimately Lead us Nowhere”. Therefore a campaign on stalemate and impossibly self-contradictory situations. Therefore a campaign on stalemate and impossibly self-contradictory situations. The headline roughly means: The headline roughly means: “Neither here, nor there?” “Neither here, nor there?”
Elections Campaign 24 Ghanta, one of the premier Bengali news channels, claimed they would 24 Ghanta, one of the premier Bengali news channels, claimed they would report everything about every party contesting the Assembly Elections 2014. report everything about every party contesting the Assembly Elections 2014. They said they would bring together the good, the bad and the ugly under an They said they would bring together the good, the bad and the ugly under an umbrella coverage and aim to show the complete picture. umbrella coverage and aim to show the complete picture. Therefore, the campaign became an exercise in negative space and figure- Therefore, the campaign became an exercise in negative space and figure- ground reversal, challenging the perception of the viewer — a symbol of the ground reversal, challenging the perception of the viewer — a symbol of the state’s overwhelming socio-political complexity. state’s overwhelming socio-political complexity.
Power 107.8 FM repositioned itself as a youth-oriented radio station with an Power 107.8 FM repositioned itself as a youth-oriented radio station with an unequalled repository of chart topping music, which meant peerless popularity. unequalled repository of chart topping music, which meant peerless popularity. This B2B ad invites advertisement, promising great ROI because of its large fan base. This B2B ad invites advertisement, promising great ROI because of its large fan base. The visual incorporates the Rupee symbol within the staves of a notation. The visual incorporates the Rupee symbol within the staves of a notation. The Line says: The Line says: Laabh Songs Laabh Songs (Roughly meaning the (Roughly meaning the Melody of profits Melody of profits), a pun on Love Songs, of ), a pun on Love Songs, of course, a staple on the station. course, a staple on the station.
Power 107.8 FM Decided that there would be no phone ins, jock talk or Power 107.8 FM Decided that there would be no phone ins, jock talk or commercial breaks during prime time musical programmes. commercial breaks during prime time musical programmes. The campaign represents the distractions by a simple visual device: The campaign represents the distractions by a simple visual device: elements from such common botherations thrust into a musical notation. elements from such common botherations thrust into a musical notation. In the headlines, lyrics of songs flow seamlessly into a In the headlines, lyrics of songs flow seamlessly into a snatch from a phone call, snatch from a phone call, a commercial radio spot and a jockey blathering away. a commercial radio spot and a jockey blathering away.
Yet another campaign to promote Power 107.8 FM’s policy of uninterrupted music. Yet another campaign to promote Power 107.8 FM’s policy of uninterrupted music. Headline simply says: Headline simply says: Back-to-back songs! Back-to-back songs!
24 Ghanta annually organises Ananya Samman, a special award ceremony for 24 Ghanta annually organises Ananya Samman, a special award ceremony for those who, by dint of their originality and innovative genius, contribute towards those who, by dint of their originality and innovative genius, contribute towards changing society for the better. changing society for the better.
copy Ads Castleton, Goodricke’s flagship Darjeeling Tea, fetched a whopping $1384/1.2 kg at a tea Castleton, Goodricke’s flagship Darjeeling Tea, fetched a whopping $1384/1.2 kg at a tea auction in Moscow. The following ads were created to mark this occasion. auction in Moscow. The following ads were created to mark this occasion.
tongue-in-cheek take on the exclusivity of the Darjeeling Tea The campaign is a tongue-in-cheek take on the exclusivity of the Darjeeling Tea range from the House of Goodricke. range from the House of Goodricke. It highlights how exquisite the teas are by suggesting one should properly dress It highlights how exquisite the teas are by suggesting one should properly dress up before taking so much as a sip of these sublime brews. up before taking so much as a sip of these sublime brews. Therefore, tips on how to tie a silk scarf, a tie and the art of folding a pocket Therefore, tips on how to tie a silk scarf, a tie and the art of folding a pocket square. square. Headline roughly means: Headline roughly means: Darjeeling has Darjeeling has its own rules! its own rules!
for Senco G.O.L.D’s bridal ornament collection was a real clutter- This campaign for Senco G.O.L.D’s bridal ornament collection was a real clutter- breaker in Kolkata. breaker in Kolkata. It broke free of conventional mores and introduced individualistic, go-getter It broke free of conventional mores and introduced individualistic, go-getter women of today for the first time in Bengali communications for the Gems and women of today for the first time in Bengali communications for the Gems and Jewellery category. Jewellery category. After all, each bride is wildly different from the other and therefore each may After all, each bride is wildly different from the other and therefore each may want her wedding ornaments to reflect her unique personality. want her wedding ornaments to reflect her unique personality. Senco G.O.L.D claimed their range was vast enough to cater to every personality Senco G.O.L.D claimed their range was vast enough to cater to every personality type. type.
special campaign for their range of bridal ornaments, Adrija Jewellery required a special campaign for their range of bridal ornaments, targeting modern, upwardly mobile young women. targeting modern, upwardly mobile young women. The campaign employs visual puns: ironically juxtaposing visuals of highly The campaign employs visual puns: ironically juxtaposing visuals of highly unconventional young women with conventional words and phrases lifted unconventional young women with conventional words and phrases lifted straight from Bengali matrimonial classified ads. straight from Bengali matrimonial classified ads.
the real estate sector Business management software for the real estate sector Eight years of expertise campaign Eight years of expertise campaign (The campaign helped Far Vision shake off its conservative, regional brand image (The campaign helped Far Vision shake off its conservative, regional brand image and consequently upped its recall. and consequently upped its recall. It also introduced Far Vision’s new, sharper logo) It also introduced Far Vision’s new, sharper logo)
for Notebooks and Drawing Books for young students young students Line roughly means: Line roughly means: Begin at the Begin at the beginning! beginning!
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