Hasta La Creative!

Advertising Agency: Touchstone Advertising, Mumbai, India
Creative Director: Adi Upadhyay
Art Directors: Adi Upadhyay, Salil Dandekar, Kailash Chaudhari
Copywriter: Adi Upadhyay
Illustrator: Deepak Khapare
Photographer: Vishal Bhosle

Advertising Agency: Ogilvy & Mather, Mumbai, India
Chief Creative Officers: Abhijit Avasthi, Rajiv Rao
Executive Creative Director: Zenobia Pithawalla
Creative Director: Mihir Chanchani
Art Director: Jitendra Patel
Copywriter: Arshad Shaikh
Photographer: Avadhut Hembade
Retouching: Jitendra Patel

Advertising Agency: Draft FCB Ulka, India
Creative Director: Sanjay Sharma
Art Director: Ramesh Sain
Copywriter: Varun Popli

Advertising Agency: DDB, India
Creative Director: Ravinder Siwach
Copywriter: Ravinder Siwach
Photographer: Mukul Raut

Advertising Agency: Stark Communications, Kerala, India
Executive Creative Director: Shelton Pinheiro
Creative Director: Ajith Gopinath
Art Director: Nidhin Nandakumar
Copywriter: Ajith Gopinath
Illustrator: Nidhin Nandakumar

Advertising Agency: Ogilvy & Mather, Bangalore, India
Chief Creative Officer: Piyush Pandey
Executive Creative Director: Ajanta Barker
Creative Directors: Gautam Dev, Arun KT
Creative Controller / Art Director: Siju RS
Copywriter: Gautam Dev
Photographer: Sujith Bose
Client Servicing: Saji Mathews, Nita Grandhi, Pallavi Dutta, Karan Malhotra
Production: Manu Reddy, Naganandhan Rao

IBM was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of office or home. So getting them to come to a new office opening seemed a task that had disaster written all over it. That was until Ogilvy came up with an invite with a difference. What invitees got was a large black box that contained a pouch of sand. Yes sand. The TA was instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it. How it worked was – the sand when poured and dusted off, got stuck to invisible gum on the white card, and revealed a message – “IBM Opens in Qatar”. An interactive device relevant to the desert city of Qatar. The task was very successful and had high recall. 340 invites were mailed out and 125 respondents attended. A 40% response rate. The entire exercise is now going to be replicated in other Middle Eastern markets.

Advertising Agency: Rediffusion Y&R, Mumbai, India
Creative Directors: Anisha Sarin, Sanket Pathare
Art Director / Copywriter: Prasad Jindam
Illustrator: Nishikant Palande

Advertising Agency: Leo Burnett, India
National Creative Director: KV Sridhar
Executive Creative Director: Nitesh Tiwari
Creative Director: Vikram Pandey
Art Director: Prasad Patil
Copywriter: Piyush Gupta
Illustrator: Santosh Harmalkar

Advertising Agency: Ogilvy & Mather, New Delhi, India
Executive Creative Director: Ajay Gahlaut
Creative Directors: Preeti Koul Choudhery, Basab Tito Majumdar, Vikash Chemjong, Nitin Srivastava
Art Director: Nasheet Shadani
Copywriters: Sushant Barua, Shadab Abidi
Illustrator / Designer: Nasheet Shadani

Challenge: Our client Calderys India, world leader in refractory solutions, asked us to create a DM for their existing clientele to communicate the change in the company name from Calderys to Calderys India, while assuring continuing quality products, services and company support as before.

Concept: To create something on the line of a formal communication to maintain strong business relationships. It had to have a factor of surprise for customers while effectively delivering the message of change. That is how the innovative Business Card was born. There was an envelope that was designed to represent the old Business Card where the message ‘we have changed’ was communicated on the flap of the envelope. Once the recipient opens it, they would pull out a new Business Card with the New Company Name mentioned on it.

Result: These Business Cards have been sent to Calderys India clientele along with a personalized gift. Customers were surprised by this smart Business Card and thereby it delivered the message effectively.
This has generated a good amount of awareness about the company name change amongst existing clients while also presenting them with a new Business card for further communication.

Advertising Agency: Paradigm Plus, Pune, India
Copywriter: Akshay Kulkarni
Visualizer: Ramesh Kompelli
Account Executive: Akshay Kulkarni
Account Planner: Madhulika Basu