This is a fifth in a series of Case Studies by Sanjeev Jasani, VP, OgilvyOne New Delhi
A story of a hard drive
A story which depicts what lovers want
A story which helped 1000s of lovers express their love on Valentine’s Day
A story which was shot in India but got publicity in Singapore
A story which got famous in just 10 days by spending only Rs 6 lacs
A story which got a fabulous click through rate of 0.8%
A story which generated a demand of over Rs. 72,00,000 in 10 days
A story which helped Ogilvy get over 3 times this budget for the next online campaign

Today, the Indian external hard drive market stands at 1,20,000 units per quarter. In revenue figures it comes out to be at INR 456,000,000. Out of this 1,20,000 units, Seagate commands a market share of 50%, with its immediate competitor, Western Digital far behind at 15%. The rest of the market share is owned by small players and the DIY category (‘Do It Yourself – DIY means, usage of internal laptop hard drives with an external casing.)

Our recent online research found out that Seagate is very popular among the male audience because of Seagate’s decade old market leadership in internal pc and laptop hard drives. But to grow the external hard drives market, female audience can’t be left out. The current female audience of Seagate was only 5%. So, the marketing task for us was to grab the attention of the female audience as soon as possible.

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This is a fourth in a series of DM case studies by Sanjeev Jasani, VP, OgilvyOne New Delhi.

The Challenge:
2009 was the year of change for Pernod Ricard’s popular whisky brand, Blenders Pride. The brief was to enthuse the sales team and trade just before the launch of the new bottle in a manner that engages, excites and breaks their sense of déjà vu.

The Solution:
A very select audience of 300 recipients were sent a clay mould of the Blenders Pride bottle with a miniature hammer. The message urged them to literally break the mould, from within which emerged the new bottle. This ‘hands-on’ dramatic experience instilled a sense of pride of personally bringing the new Blenders Pride to life. And this was not all. From behind the mould, emerged the handy bottle-shaped brand booklet, highlighting all the new changes.
The novelty of this innovative mailer continued with the miniature Blenders Pride bottle, proudly sitting on the desk as a paperweight!

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The third in a series on DM case studies from Sanjeev Jasani, VP, OgilvyOne New Delhi

The Challenge:
Draw in an audience used to India’s bastardised version of Chinese cuisine with its kitsch potpourri of red dragons, paper lanterns and fake ‘Ming’ vases, to savour contemporary Chinese food at My Humble House – the speciality restaurant at ITC Maurya, New Delhi, that goes beyond all clichés. From the decor, presentation and cuisine, everything is atypical. Although the restaurant was launched earlier we needed to keep the momentum going and this was more of a follow up activity with the same message that “This is not the chinese that you are used to.”

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(this article is second in a series, from Sanjeev Jasani, VP at OgilvyOne, New Delhi)

Chevrolet was going to launch a compact sedan with mid-size appeal – Cruze. A car destined to make an impact. This car breaks stereotypes, while staying true to its DNA. It’s bold. It’s stylish. It’s aggressive. It’s bigger. Faster. Stronger. Safer. And it embodies the spirit of Chevy’s legendary muscle cars. In fact, the design of the Cruze is inspired by one of the most revered Chevys ever – the Corvette. And just like the Corvette, the Cruze features a push-button start, twin-cockpit sports car interior, and an exhilarating feeling that only people who love to drive understand. The Cruze is a category breaker, in a class of its own, and a car that’s value without compromise.

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