West Bengal Tourism - Route 2 - History of Bengal

West Bengal Tourism is the official tourism department of West Bengal. We had to pitch for this. Among four campaign routes I did two. This one talks about the historical places of West Bengal. Here are the ads.

Ad 1.

Ad 2.

Ad 3.

P.S. Click on the images for an enlarged view.

Hoffmen Jeans

Hoffmen make jeans for men only. Thus it was our task to pull in men to buy the jeans. Among many ideas that were bounced off this idea of mine got the thumps up. The basic idea was that men do a lot of household chores but they don't generally get 'associated' with it. They do things like looking after their babies, cooking, ironing etc. but they never get the dues for it because it is dominantly considered to be women's domain. But they sometime do these things better than the women themselves. This ad thus talk about those men who shoves away male chauvinism and put in a brave feet by taking up household work. They are not afraid and therefore not trapped by the idea of 'male image'. The ads are below.

Ad 1.

Ad 2.

Ad 3.

P.S. Click on the images for an enlarged view.

Madhusthali Vidyapeeth - School Brochure

We did a brochure for Madhusthali Vidyapeeth, a school based in Jharkhand with a branch in Kolkata. This was literally the first time the school was publishing a brochure to attract parents and students. The brochure cover contained the caption that I gave - 'Dream. Study. Play. Grow'. Here is just the cover page of the brochure. The inside pages were also written by me but the entire brochure is quite huge to be uploaded in the blog. Thus I am uploading just the cover page.

P.S. Click on the image for an enlarged view.

Coal India: Crisis management ad

After the presentation, Coal India gave us a hypothetical situation that some accidents have taken place in one their coal mines. Now how do we revive their tarnished image?

To this our senior suggested that we should make a martyr out of the coal miners who got trapped. In doing so we will talk about their courage and how important they are to Coal India. Below is the ad that I did.

P.S. Click to get an enlagred view.

Coal India: Corporate ad - Route 2

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.

TERI - The Energy and Research Institute

TERI was about to lauch its programme ''Lighting a billion lives" in India. For this they required people to donate atleast Rs.3000/- which is the cost of one solar lantern. TERI was planning to give these solar lanterns to atleast 1 billion village families in India.

The work: To make people come forward and donate, TERI decided to go for an all India competition among the ad agencies. They called for ideas from all the major agencies of India. My agency was one.

The Ads: Since this programme required people to donate money, I thought of involving them emotionally. I worked on many concepts among which three got selected by my seniors and were executed. The ads are given below:

Ad 1.

Concept: People often go to dimly lit restaurants for a ''candle light dinner''. There they 'buy' darkness. For them going away from the light and glamour of a urban lifestyle is a pleasure. They prefer the quite silence of darkness. But for 400 million Indians the same darkness is pain, because they have no choice. They live without electricity year after year and have 'candle light dinner' everyday. The ad precisely talks about that.

Ad 2.

Concept: 'Tamso Ma Jyotirgyamaya', is a part of a popular shloka in India which means 'lead me onto light'. There is hardly anyone in India who hasn't prayed this shloka in school. The moment one leaves school the prayer becomes just that, a redundant prayer. But for 400 million Indians it's not a prayer. It's their deepest wish and they want it to come true. They wish for some light every day, year after year.

Ad 3.

Concept: This is a poster. It is a copy ad. The poster simply says '40% of Indians don't pay electricity bill' so as to make people think that this is some sort of a campaign to make people pay their electricity bills. But the later part says 'because they don't have electricity' which answers the previous part. The poster is created first to confuse people then to make them realise how a big chunk of Indian population live without electricity.

P.S. Click on the picture to get an enlarged view.