A.R.'s WORKBOOK

Better insured than sorry

2014-07-04T17:22:00.002+05:30

SBI General Health Insurance is a relatively new entrant in the already cluttered health insurance sector. Their primary strength is their lineage, i.e. coming from the house of State Bank of India, undoubtedly one of the most trusted brands of the country. Hence, for their debut on TV a simple yet effective message was crafted to emotionally connect with the young Indian family man. A well-known and acknowledged fact of health expenses sky-rocketing is made even more urgent when the protagonist hears it from his daughter's mouth and realises how serious a matter it really is. Thus opening a conversation opportunity with SBI General.

Director: Atish Babral
Production House: Snowball Productions

To see the film, click here

Emerging Profits

2012-10-07T02:03:00.002+05:30

Mirae Asset is a global mutual fund company and is regarded as the emerging market specialist in the world finance arena. Wonderworks created a campaign for the Emerging Blue Chip Fund. The campaign builds on the idea that it pays to see potential early on in something that's getting shaped for the future. Hence the metaphor of a super luxury chronograph being meticulously assembled.

Learning is for life

2012-10-07T01:51:00.003+05:30

Last year Wonderworks created the admissions open campaign for Billabong High International School. The campaign focussed on how Billabong's child-centric approach is about purposeful learning for life, and not merely for moving from one grade to another. The great part about this campaign was that all the kids featured in the ads and outdoors were Billabong High students, including Arman who had then recently debuted with Superstar Shah Rukh Khan in his multi-crore film RaOne.

Its grt 2b diffrnt

2010-11-22T16:48:00.000+05:30

Here's a not-so-regular campaign which we created for the 25th anniversary of Kotak Mahindra Bank. An intiative which was as unconventional and pathbreaking as the Bank itself. The idea came from: "What if Kotak was a bright youngster who just turned 25?". And "ITS GRT 2B 25" was born.
Kotak Mahindra Bank is indeed one of the youngest banks in India and has had one of the most promising 25 years of growth and achievement. The campaign does justice to the Bank's image of a young bank, full of ideas, enthusiasm and promise.
An sms-based collaborative t-shirt campaign brought everyone into the celebration and added the icing to the cake. Makng it truly a new-age ad that not just announces but also creates a buzz-cum-engagement activity platform involving the readers.
Really proud of this one!

NCD: Ramki
Art: Sachin Karle

Kites in the sky

2010-05-18T12:46:00.004+05:30

A one-of-a-kind, the Writer film takes Reliance Mobile's Brand Ambassador Hrithik Roshan's forthcoming blockbuster and seamlessly weaves it into an entertaining story about the new product - Unlimited Calls. Certainly, bossman just knows how to crack those big ones.

A series of follow ups were also created for the Simply Unlimited CDMA Pack on the thought of 'use your phone for as long as you want without any worries'.

Agency: Cartwheel Creative Consultancy Pvt. Ltd.

National Creative Director: Ramki

Art: Sachin Karle

The Blue Piper

2009-10-26T17:14:00.003+05:30

Here's a legendry Fairy Tale rebottled as a interesting brand story. Reliance Mobile recently launched the Simply Reliance Plan - with a groundbreaking offer of 50p for everything: STD calls, Roaming calls, SMS, Local calls.

We needed an equally compelling story to announce the offer. Enter Hrithik in and as a modern day Pied Piper, who gets rid of all the telecom 'pestilence' like: STD charges, varying Roaming charges, different charges for local and national SMS etc. And ushering a jubilant era of a simple, single, flat rate.

My career's biggest and the most exciting film to date. It was a real treat to watch awesome Prabhu Deva choreograph the fantastic Hrithik Roshan with the well-known cinematographer Anil Mehta capturing all that star power.

Agency: Cartwheel Creative Consultancy Pvt. Ltd.

National Creative Director: Ramki

Art: Sachin Karle

Thank You

2009-09-23T16:36:00.002+05:30

In May 2009, I moved to Cartwheel on Reliance Mobile. This was the first ad that Sachin and me worked on in Cartwheel. The Brand Equity India's Top Brands Survey named Reliance Mobile as the most trusted service brand in India. This Ad was created to Thank customer, partners and the world at large.

Agency: Cartwheel Creative Consultancy Pvt. Ltd.

Creative Director: Ramki

Art: Sachin

Glow like the sun

2009-01-28T20:15:00.006+05:30

The relaunch TVC for Godrej Fairglow which moved from the basic fairness benefit to a more aspirational and emotional benefit of 'Glow, from within'.

Agency: Quadrant Communications, Mumbai
National Creative Director: Paul Menacherry

Save Money

2008-09-24T15:16:00.006+05:30

Fullerton India had undertaken an internal cost management drive earlier this year to help cut mounting costs. A campaign was created along the theme and spirit of cost savings i.e. not only did it convey the message of cost saving, it also saved cost of communication material for Fullerton India. This was achieved through inexpensive and easy to mass-produce (thus doing away with the printing expenses) posters and innovative displays made out of used newspapers, envelops and electricity bills etc.

Agency: Quadrant Communications, Mumbai

Art Director: Sachin Karle

An experience to remember

2008-09-24T14:53:00.005+05:30

Mahindra FirstChoice, after pre-owned cars, has recently diversified into car service business branded as Mahindra FirstChoice CarXSpace. This is again a first-of-its-kind chain of outlets which provide multibrand car service in a modern retail enviroment, where hi-tech equipments are used to diagnose the problem and qualified professionals service your car, while you can relax in the Experience Zone lounge, and at the same time, keep an eye on your car being serviced via CCTVs. Truly a futuristic and world-class experience for car owners in India. The entire concept of store and the spa like experience for the car and the owner was developed completely by us at Quadrant.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle, Prashant Chavan

Fully responsible

2008-09-02T15:45:00.014+05:30

Fullerton India is not only India's Fastest Growing Retail Finance Company, but it is one of the few forward looking companies that consider corporate social responsbility as part of their day-to-day operations. In keeping with the same, their CSR initiatives, now known as CARE - Compassion, Action & Responsibility for Everyone, endeavours to make life better for their customers and also the world at large. And Fullerton observes one week as their CARE week during which all Fullerton India employees undertake various socially relevant activities that benefit the communities. This campaign recruits volunteers, launches the campaign and follows it through the one week phase.

Agency: Quadrant Communications

Art Director: Sachin Karle, Madhav Sawant

CARE teasers

CARE Hero recruitment campaign

Followed by:

This year's theme 'Inhuman Fact to Human Act' campaign teasers

Finally the Launch Drive, where the poster travels across country to get signs from people as a committmment towards the CARE pledge and litreally transforming the word inhuman fact into human act.

And finally the Lanuch of the Drive:

Followed by interactive posters in branches during CARE week:

The modern investment

2008-09-02T15:17:00.007+05:30

In volatile times people are averse to taking risk. Therefore, they go in for Fixed Deposits etc. Though these give them relative safety over equity, the net gain is less as a lot of tax has to be paid on the returns. Fixed Maturity Plans or FMPs provide more tax efficient returns than FDs. Tata Mutual Fund wants to position FMPs as fashionable and trendy investment options for the youth as against FDs which are old-fashioned and less tax efficient. Thus this film asks the youth to move with the times and invest in the FMPs.

Knight in shining armour

2008-02-26T21:23:00.007+05:30

Knight Frank is a well known internatinal real estate consultancy. These are two of their ads we created recently for national newspapers.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle

Grow infrastructure, grow!

2008-02-26T20:48:00.008+05:30

Another one of the innovative funds from Tata Mutual Fund, Tata Growing Economies Infrastructure Fund. The all-india film and the print campaign for the NFO.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle, Pallavi Dalvi

Celebrate 2008

2008-02-26T20:38:00.009+05:30

Tata Mutual Fund is a leader in bringing innovative funds for the common investors. The fund house had launched India's first infrastructure fund three years ago, long before the present infrastructure rush. This creative aims to bring home the fact that they have completed 3 years and are also the first to do so.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle, Pallavi Dalvi

The Choicest Cars

2007-11-13T13:29:00.013+05:30

FirstChoice - India's largest multibrand used car company launched its multimedia campaign in October 2007. The first of its kind, this used car modern retail concept is set to revolutionize the way people buy used cars in India. FirstChoice is more than a car dealership, it is an experience in itself. Where you can take your time and choose your favourite car over a cup of coffee, while your kids enjoy themselves in the special kids' zone. From a maruti to a mercedes, every brand and make is available at FirstChoice. And the efficient and friendly staff helps you out with every documentation and other formalities. FirstChoice is backed by the well-know Mahindra group and has kicked off operations in more than 80 locations across India. Used car buying will never be the same again.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle, Bonani Gupta

The campaign was supported by a national print and BTL campaign:

The theme press campaign:

Mesmerising designs

2007-11-13T13:13:00.006+05:30

The latest print campaign for TBZ- Nirmal Zaveri released in late 2007. Has a seductive, attractive feel to it. Primarily focusing on the enticing designs of the new TBZ- Nirmal Zaveri collection.

Agency: Quadrant Communications, Mumbai
Art Director: Sachin Karle, Unnati Malhotra

My work

2007-06-06T22:21:00.006+05:30

This one is for a brand of flavoured toothpastes named 'Anchor Neo Naturals'. Published on New Year's Day 2007.

Agency: Quadrant Communications, Mumbai
Art Director: Unnati Malhotra

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Every year Rajasthan Patrika organises the Concerned Communicator Award that recognises creatives ideas for a cause. In the year 2006, this ad was shortlisted in the top 50 entries out of more than 2500 entires from across India.

Agency: Grey Worldwide, Mumbai
Art Director: Tina Mitha

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Another occasion-specific ad for a famous brand of shampoo - Pantene, that claims to give 10% stronger hair. This was published on Raksha Bandhan day, 2006. Raksha Bandhan is an traditional Indian festival when sisters across the country tie rakhis (decorated and embellished strings) on their brothers' hands. The brothers in return assure them love and protection throughout their lives. The festival is about the strong bonds between brothers and sisters and hence the connection with the brand.

Agency: Grey Worldwide, Mumbai
Art Director: Rudolph Kamboj

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This one is from 2005. Published December 1st 2005 on World's Aids Day, it aimed act as a reminder to wearing a condom, especially amongst the truck drivers (Indian truck drivers are known to have the highest incidence of AIDS).

Agency: McCann Healthcare, Mumbai
Art Director: Ulka Bansode

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2007-06-06T12:36:00.015+05:30

When Deutsche Bank launched its retail banking services in India in 2006, it ran this special poster exclusively for German customers in India. The idea here was to capture the feeling that one gets when one sees a countryman in an alien nation. Now every German will have the same financial facilities that he enjoyed back in his own country, thank to DB now being in India.

Agency: Grey Worldwide, Mumbai
Art Director: Tina Mitha

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A direct mailer for channel partners of ITC HoReCa in Kolkata during Durga Poojo.

Agency: Grey Worldwide, Mumbai
Art Director: Rudolph Kamboj

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Sometimes the most innocuous things can surprise. Donear was brand of plywood that launched the 6-ply veneer in India. They wanted to claim that the first name to do something always remains the first. And that no one remembers who finished second. Hence these ads...
Interestingly, just after two months of having released these ads, I was shocked to see the same headline on a India Today back page ad for Bajaj Eliminator. Totally taken aback, I immediately sent a letter to Leo Burnett, Mumbai, Bajaj Auto and ASCI. To my surprise, Leo Burnett was not only courteous enough to reply, but also withdrew the ads with immediate affect. I can’t say that was a victory for me, but yes, it feels good to know that I had it in me to think of an idea and stand by it. And that even at that early stage of my career, I could think pretty well ;).

Agency: National Advertising, New Delhi
Art Director: Sanskriti Khanna

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Cerelac is a name synonymous with infant nutrition like Xerox is for photocopying. In early 2003, Nestlé announce the launch of 1-2-3 The Nestlé Developmental Nutrition Plan. This included an all-India print campaign to educate the target audience – children of young parents about the plan and its contribution to an infant’s development at various stages of growth. These are the first series of ads that appeared in newspapers across India in various languages.

Agency: McCann Healthcare, New Delhi
Art Director: Chandan Singh

Along with Cerelac, which is wheat based infant cereal; Nestlé also has Nestum – a rice-based infant cereal. This was a promo ad for Nestum. Later even Nestum came under 1-2-3 The Nestlé Developmental Nutrition Plan.

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Nicholas Piramal is one of India’s most respected pharma companies. Among several pharma products, it also markets a drug called Aritis that provides relief from sneezing. This was part of a series of Visual Aids created to inform the medical fraternity about the drug.

Agency: McCann Healthcare, Mumbai
Art Director: Naresh Chonkar

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International Osteoporosis Foundation is an international body committed to the cause of prevention and creating awareness for Osteoporosis across the globe. At McCann, I was part of the team that created their Asia campaign that finally ran in 56 countries. The campaign included print ads, doctor and patient communication and many activities along with a TVC that eventually went on to win a RX Club award in the year 2005 for excellence in video communication. This is a poster from the same campaign.

Agency: McCann Healthcare, New Delhi
Art Director: Chandan Singh

2007-05-29T11:27:00.018+05:30

Zandu is a well-known and respected ayurvedic brand in India. One of its products is Nityam Churna, an ayurvedic medicine to cure constipation. The strategy adopted here was two-pronged. First, educate the audience with useful information about the condition of constipation, its ill effects and how the product can help. This was done through advertorials in various publications relevant to the target audience.

And second, by constantly being present in the consumer's memory as a brand. This was achieved by placing small ads in dailies that talk about constipation in a humourous tone.

Agency: McCann Healthcare, Mumbai
Art Director: Naresh Chonkar

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One of the main clients at McCann was WHO ORS. A campaign was created that aimed at increasing the awareness and usage of WHO ORS solution in cases of childhood diarrhoea. The three-year programme had mass media and other activities. This is one of the ads that was published just before the monsoons hit the nation, as that is when most of the diarrhoea cases occur.

Agency: McCann Healthcare, New Delhi
Art Director: Chandan Singh

Along with a poster that was put up in conjunction with strategic partners like Mother Dairy etc.

These were the two films I wrote for WHO ORS campaign 2004

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A few years ago Cadbury's, a leading confectionery brand in India found itself mired in a 'quality' controversy when some consumer found insects in one of their chocolates. This prompted Nestlé to capitalise on the rival brand's defensive stance and claim that from Nestlé consumers can always be assured of good quality.

Agency: McCann Healthcare, New Delhi
Art Director: Chandan Singh

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These are a few Nestlé films that I wrote under the guidance of my boss at McCann Healthcare, Mr. Alvin Saldanha. The first two were for the launch of Nestlé SuperKid - a milk-based health drink mix for children.

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2007-05-24T16:41:00.018+05:30

A poster created for Nestlé Malayasia that was given out to medical practitioners to put up in their clinics to raise awareness about allergy in infants. This is part of the medical communication for infant food that helps reduce the chance of food allergy in little children.

Agency: McCann Healthcare, New Delhi
Art Director: Chandan Singh

A series of Medical Detailers were done to drive home the nutritional protection that Nestlé infant foods give an infant. This particular series was for NAN range of infant food.

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Eisai in an international pharmaceutical company, which launched their Indian operations in 2005. This was a direct mailer created for doctors and the medical fraternity to announce the arrival of Eisai in India with its concept of human health care. Since Eisai is a Japanese company, the mailer was in shape of a Japanese hand fan and had a haiku poem about a lotus blooming in early morning thereby alluding at the beginning of a great relationship between the medical fraternity and Eisai.

Agency: McCann Healthcare, Mumbai
Art Director: Ulka Bansode

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Harvest Gold is a famous brand of bread in Delhi. In 2004, they expanded their product portfolio to include Pizza base and later a 4 inch version targeted at children.

Agency: National Advertising, New Delhi
Art Director: Sanskriti Khanna

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