Monthly Archives: May 2011


Writen by Terry. Terence D’Costa is a very dear friend and a top-notch creative in the Himalayas.

See I told you. Now that you’ve made the logo larger, it’s looking nice and visible now.


Keo Karpin, No More Hair Problems : Rediff Y&R Gurgaon

Advertising Agency: Rediffusion Y&R, Gurgaon, India
National Creative Directors: Meenaxi Achan, N padmakumar
Executive Creative Director: Ambika Soni
Art Director: Rakesh Jha
Copywriter: Hassan Danish
Photographer: Image courtesy photolibrary
CGI: Mao Lin



Terence D’Costa is a very dear friend and a top-notch creative in the Himalayas.

The advertising world is replete with just two types of people. Pirates and victims. If you have nothing to do with the ideation process, you aren’t a victim. Avast! Go fiddle with your bones or swing an albatross but spare our sea-sick souls and stop reading right here. For the rest of you jolly folks out there still nodding vigorously to the ideation role question, here’s why you are that victim. You call it a brief. I call it a plank. Shiver me timbers, guess who walks it?


First Floor Bar and Restaurant: By McCann New Delhi

Advertising Agency: McCann Erickson, New Delhi, India
Regional Executive Creative Director: Prasoon Joshi
Chief Creative Directors: Ashish Chakravarty
Creative Directors: Tirtha Ghose, Nakul Sharma
Art Director: Partha Sengupta
Copywriters: Annie Napolean



Objective: ‘First Floor’-a pub located in Asia’s largest IT hub Nehru Place, Delhi. Around 2 million visit this marketplace everyday. Despite this large plausible customer base ‘FIRST FLOOR’ remained lost amongst zillions of shops. The challenge was to make consumers take notice of ‘First Floor’ and direct them to it.

Creative Solution: Nehru Place is infested with billboards and posters. The regulars have learnt to ignore them. These have turned into blind spots. Any traditional medium would just not have attracted any attention in this environment. So we got the Human Direction Signs drunk ! For one week, everyday 7 human direction signs, pretended to be happily passed out at variuos places across the market, with t-shirts stating the ‘distance’ and ‘direction’ to ‘First Floor’.

Result: This unusual sight was hard to miss. On a hot drab afternoon this quirky vision attracted several people towards it. Passerbys took a break, relating to the visual of the happy drunken tippler, some following these milestones right up to the pub. The bar became a topic of discussion amongst the crowds and began attracting consumers as an availble hangout destination. ‘First Floor’ reported a 62% increase in footfalls within a fortnight. The drunken direction signs were much talked about and the pub has got an excellent word of mouth publicity going on till date.

EEP EEP EEP EP by Rajeev Basu

Rajeev Basu is a Creative at Crispin Porter + Bogusky in Boulder, CO USA. He has recently launched an independent art project called EEP EEP EEP EP.

EEP EEP EEP EP is a concept album made entirely using alarms (EEP music player pictured above). It is part of a global interactive music-arts project to explore if it’s possible to turn one of society’s most despised sounds, the sound of alarms, into music that people might actually enjoy.

Univercell : Mobiles with Trackers by JWT Chennai

Advertising Agency: JWT, Chennai, India
Executive Creative Director: Senthil Kumar
Senior Creative Director: Ashwin Parthiban
Art Director: Shatrughan Ramanathan
Illustrator: Pravin Arasu
Digital Artist: AP Baskar
Copywriter: Arjun Nalapat
Client Servicing: Anita Pradeep


SM Store : By Out Of The Box

A whole new section of vegetarian dog food. SM Store.

Advertising Agency: Out of the Box, New Delhi, India
Art Directors: Viral Pandya, Guneet Pandya
Copywriters: Viral Pandya, Guneet Pandya, Sabu Paul
Photographer: Sunil Gupta
Post Production: Ajay Yadav, Sunil Singh