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#EntryOrExcuse

Call for Entry campaign for DMA Echo Asia 2015 Direct Market Association of India wished to increase agency and client participation in DMA Asia ECHO Awards 2015. It has been perceived as a ‘direct marketing’ award. And hence, boring. When, in fact, they recognise work that CREATEFFECT, which means they require a balance of creativity and effectiveness. A tough combination. We told agencies and clients to not bother, as they wouldn’t qualify for our ‘CREATEFFECT’ requirement, anyway. With #EntryOrExcuse, we helped agencies and clients with excuses for not being able to enter. We sympathised with their incompetence. Because you will always want what you cannot achieve. Especially when people are telling you how to live without it. Headline Translation: There is a hell lot of work, dude.
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Food Art

Campaign for West View using actual ingredients – The ITC Maratha Exotic ingredients flown down from across the globe. Chefs trained to make every serving as appetising to the eye as it is to the palate. And a campaign designed to capture all of this in a visual treat for all the senses.
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Toni&Guy DM

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TONI&GUY, an iconic British hairstyling brand came to India with an alien philosophy – Hair Meet Wardrobe. To get fashionistas to match their wardrobe to their hair, we combined star power with brand power with interactive video with product sample, all in one luxe direct mail pack. The invite pack went out to 125 select invitees consisting of A-list celebs, chief editors of electronic, online and print publications and Page 3 socialites. Designed like a wardrobe, it opened to a video invite from ace designer Manish Arora for the launch event. Along with sneak-peeks into his newest creations inspired by hairstyles from Toni&Guy. With it, were DIYs on hairstyling and wardrobes to match. Multiple gate-folds showcased the brand’s philosophy and featured products. Sample packs slid through a concealed drawer to round-up a complete brand experience. Awards DMA Echo India – Silver
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Maharashtra weds Goa

Of the 600 employees at the Vodafone Circle Office in Pune, almost 80% are not locals. Making it a truly multi-cultural workplace. To help employees experience a stronger connect with the region they served (Maharashtra & Goa) and to instill a feeling of belonging to one company that shares a common ethos, we brought to life the cultural nuances of the two states in their unique art-forms. Drawing parallels between office spaces and city scapes, conference rooms became ‘gadhs’ where ‘strategic plans’ were made and departments turned into different ‘peths’ where various businesses were conducted. Royal Peshwa architecture and the lively spirit of Goa combined to inspire the design and decor. Large format walls depicted slices from local life and landmarks from across the region.
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The art of quilling

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Using the art of Quilling, material that would otherwise be discarded as scrap – paper, metal and plastic is reused to form a Footprint for Vodafone Sustainability Report. Within the Footprint are the symbols representing Empowerment, Education and Environment – the three fields that are covered under Vodafone’s sustainability initiatives. Awards DMA Echo Asia – Bronze
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Brain

Call for entries campaign for DMA India Awards DMA Echo Asia – 2 Bronze
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Inspiring Maharashtra

The ITC Maratha, one of Mumbai’s finest luxury business hotels, celebrated Maharashtra Day with a lavish spread of authentic Maharashtrian cuisine. A truly traditional menu deserved a truly traditional showcase. This emerged in the form of a mind map of Maharashtra, depicted in an ancient tribal art form – Warli. Warli dates back to the Neolithic period between 2500 and 3000 BC. These paintings were made using white rice paste on walls smeared with cow dung and red mud. Created in much the same way, the poster took international guests on a journey of discovery. Not only of Maharashtra, but the inspiration behind its rich and celebrated cuisine. Besides helping them realise there’s more to Indian food than curry. Awards Abby – 1 Silver, 1 Bronze
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The tale of legacy

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The ASK Group 2016 Calendar names famous legends. But the element of surprise lies in the story – each is about the inspiration behind these legends.
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