Coal India is India's largest and world's third largest coal producing company, is a PSU and is a Navratna Company. For this we had to pitch. We decided on four routes of which two fell onto my lap. All of them were to build a corporate image of Coal India. Below is the concept and the work of one of the two campaigns that I did.
This campaign concentrates on the various products that is made out of coal. There were many. From a huge list four were selected out for the campaign. These are: Golf balls (Yes! coal is there in them as filler), chalk, perfume and medicines (mostly aspirin). Coal is processed and then is used in them. Thus Coal India is present in our lives indirectly, if not directly. Here are the ads.
Ad 1.
Ad 2.
Ad 3.
Ad 4.
P.S. Click on the image for an enlarged view.
