experience commerce creative person of the year 2014
TRANSCRIPT
Who am I?
Chief Creative InspectorCOPy BranchAndheri East
Disclaimer:THE FOLLOWING IS A DRAMATISATION OF MY REAL-LIFE STORY AND HAPPENED IN 2013.
I PLAY THE LEAD PROTAGONIST. YES, THE “CREATIVE DIRECTOR -COPY” OF 3 THRILLING CAMPAIGNS.ANY RESEMBLANCE TO ANYTHING REAL IS PURELY INTENTIONAL.
The case file was interestingThe M.O.T.I.:
Mission: Launch a new channel called
AND PICTURES:for Movies & Gossip & Behind the Scenes & Songs & Much
More.
Target: The SMARTPHONE generation who are not only grounded in
Indian values, but want to experience an international life! NEEV AUR UDAAN….
Idea: Creating
India’s first Crowd Sourced Movie Script and shooting it
simultaneously inJust 5 Days!
Objective: 1) Make “&” synonymous
With the channel2) Establish that the channel is
more than just pictures ( movies)
& what followed was utter madness
Click on the IMAGE above to see what caused my first BIG MARITAL MAHABHARAT.
So we made a OLD SCHOOL MASALA POTBOILER
with NEW AGE techniques!
NEEV and UDAAN
http://andpictures.awardsub.in/
Check out the website
My ROLE: Producer for the Campaign, wrote the copy and lead the social effort.
Then I had to brace myselfWINTER WAS COMING!!!
And with it INDIA’s BIGGEST GAME OF THRONES - the elections.
The case file was interestingThe M.O.T.I.:
Mission: Launch a pan india (543
constituencies), hyper-local community for citizen
governance.
Target: Each and every netizen of
India across I,II, III tier cities, small towns, rural areas
esp. Socially conscious ones
Idea: A 15 day multi-lingual
campaign, that asks people to find out their Citizen DNA and
volunteer for their locality
Objective: 1) Launch the portal
2) Create Awareness in 200 constituencies.
3) Get Volunteers to work for the communities
We created simple hooks
Get involved Stay informed Time to act!
Click on the IMAGES to watch the videos
The destination asked you toPledge “I AM IN” and tested your Citizen DNA
http://volunteer.awardsub.in/
Click here to experience it.
And ofcourse, the response was overwhelming!
Taking on the Multi-lingual challenge and acing it was nice.
http://youtu.be/hCOUlFoCiRM
Click to see a quick walk through.
How I was INvolved?Lead the team – concept and execution,
wrote copy in 2 languages and made the videos
The case file was interestingThe M.O.T.I.:
Mission: A new year campaign for
Brand Signature to end the year on a high and enlist people on USL’s Lifestyle
portal.
Target: Young adults from Tier I, II cities in the country, who
aspire to live it up and live a more glamorous life.
Idea: Be the first brand to claim the
Selfie and make it more appealing. And hence was born the Signature Selfie!
Objective: 1) Strengthen the association
of Signature with Style.2) Create a buzz in the digital
space for the brand.
We got in the expertAnd created content on how to click a
SIGNATURE SELFIE
We created the perfect Selfie appWith specially designed Kasby features, gave tutorials
And launched a nation wide hunt for the mostBOLD, GLAMOROUS, STYLISH SELFIES.
http://youtu.be/N_IxTpWb3-A
Click above to view the Case study
14599 Selfies from across IndiaWas enough to tell us that we had
Caught the pulse of the nation!
http://signatureselfies.liveinstyle.com/
Click above to view the microsite and entries
And what did I doBesides spoiling my New Year plans with my wife?
Product conceptualization, Scripting and executing the videos lead the copy and the social effort.