Another one in a series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
To highlight the transformation of the restaurant, West View from offering just continental cuisine to a cuisine that was quintessentially European in nature. Check out how ITC Maurya went about this task.
For many years, West View, the restaurant at ITC Maurya, New Delhi specialized in continental fare. Keeping in mind, competition and shifting trends the restaurant had undergone a total transformation in terms of food and décor and it now served typical European fare. The task at hand was to establish in the minds of customers that West View now stood for all-things authentically reminiscent of the European countryside.
Monthly Archives: April 2010
Emotional Blackmail
Creative agency: Y&R Dubai
Client: Ecobility
Ad title: Emotional Blackmail
Brief: Ecobility wanted to promote its energy efficient light bulbs, Illume by highlighting the benefit of the using CFLs over incandescent bulbs. The challenge was in presenting a social message linking back to the product. CFL’s are a better alternative for our environment than regular lightbulbs, this fact is well known yet people remain apathetic to the cause. Hence the ad features an innocent looking baby polar bear playing on peoples guilt conscious by looking helplessly and begging them to save his future.
Chief creative officer: Shahir Zag
Executive creative director : Komal Bedi Sohal
Creative directors: Shahir Zag, Komal Bedi Sohal
Creatives: Shahir Zag, Komal Bedi Sohal
Photographer: Garrigosa Studio
Illustrator: Garrigosa Studio
Planner (creative agency) : Nadine Ghossoub
runjhun jain
a little about yourself:
am a rain lover.
and i love all smallcaps.
why are you an illustrator?
as a kid, my ma never stopped me from drawing on our house walls – they were covered with my scribbles till my height , then paper – diaries, notebooks and even chemistry assignments were littered with my art, then art school (where my professor actually failed me in illustration subject because i just wouldn’t do the done thing), followed by advertising – where i met many similar bump-heads who enjoyed and recognized my talent. basically, i’ve continued spilling my head out on all kinds of surfaces, steel cupboards included!
i find healing, expression, madness and myself in my illustrations.
Neenah Paper: Full Life
Creative agency: Y&R Dubai
Client: Neenah Paper
Campaign name: Full Life
Brief: Neenah’s reputation for specialty paper overshadows its sustainability initiatives. The task is to convince individuals and companies that premium-quality paper should not come at the expense of the environment. This campaign celebrates the beauty in the cycle of life and death. Portraits of animals that expired of old age in their natural habitat depict the long-term effect of Neenah’s commitment to the conservation of natural resources.
Chief creative officer: Shahir Zag
Executive creative director : Komal Bedi Sohal
Creative directors: Shahir Zag, Komal Bedi Sohal
Creatives: Shahir Zag, Komal Bedi Sohal
Planner (creative agency): Nadine Ghossoub
Nokia – Designed for the way we work
Continuing our series on DM case studies by Sanjeev Jasani, VP, OgilvyOne, New Delhi.
The only online campaign in India to use Dilbert. Nokia wanted the new E-Series phones to work as ‘Blackberry Killers’ – business phones that facilitate any kind of work. Linking the E-Series with Dilbert created an immediate association with office culture. OgilvyOne partnered Nokia in facilitating a tie-up with The Dilbert Group, where Scott Adams’ team suggested a set of Dilbert images responding to the creative brief by the agency. The campaign had a fun personality test that discerned the user’s style of working and recommended relevant phone features in sync with the user’s work style.
The campaign saw approximately 6 lakh visits to the site with close to 34,000 registrations.
Vanarai Foundation: Save Water
Advertising Agency: McCann Worldgroup, Mumbai, India
Regional Executive Creative Director: Prasoon Joshi
Executive Creative Director: Ryan Menezes
Art Director: Sandip Gaikwad, Milind Palav
Copywriter: Lolita D’souza
Photographer: Saish Kambli
Alien Speaker
Face-O-Rama is an ongoing series by Sachin Karle, CD, Cartwheel Creative, where he finds faces in everyday objects.
Poem Ad: beautiful long copy ad
Copy: Swapan Seth
Art: Rohit Chawla
Client: Poem Bags
Customer Satisfaction
By Sanjeev Jasani, VP, OgilvyOne, New Delhi
We have heard many companies claim how satisfied their customers are with them; they claim to have a satisfaction rating of 95 percent. However, it is very dangerous to define customer satisfaction simplistically, especially if you work out any customer plan or strategy based on oversimplified figures. Based on industry observations, any customer satisfaction measurement should cover the following variables:
- Product
- Service
- Relationship
- Price
- Convenience
- Brand/Image
- Total customer Experience
But what is customer satisfaction?
Sometimes we find that although we have delivered a high level of products and services to our customers, they are not as satisfied as we presume. What’s gone wrong? Technically we are bang on. We have tried to deliver a complete experience to the customer, then why isn’t he satisfied? The satisfaction equation is missing one element: customer expectation. It is created by your company and your competitors, as well. Be aware that the expectations of the customers are constantly increasing.
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