desicreative

Advertised brand: Slum Children Education Programme/ HOPE worldwide INDIA
Advert title(s): Old is the New New
Category: Guerrilla Marketing
Advertising Agency (Name, City, Country): Dentsu Marcom Pvt Ltd, Gurgaon, India
Executive Creative Director: Nitin Suri
Assocaite Creative Director / Art Director: Dalip Singh
Copywriter: Robin Thomas, Dalip Singh
Photographer: Hardesh Dhingra, Anil Chawla, Dalip Singh

Challenge

Inspire people to donate old books for ‘Slum Children Education Programme’.

Solution

Our idea was based on a simple thought that “An old book is new to people who haven’t read it”. To execute the idea, we gathered several old books and packaged them exactly like new ones. Wrapped in transparent plastic sheets, the books were placed among the new books in about 50 popular book shops in Delhi, India. On stumbling upon the old books every reader was greeted with an inspiring message that urged him to donate his old books. The response was delightful. Hundreds felt touched and registered. The idea acted as a trigger, readers who could see the difference, could make a difference.

THE MESSAGE ON THE STICKER READ :
FOR MANY, YOUR OLD BOOK IS AS GOOD AS NEW.
DONATE AN OLD BOOK TODAY.

Continuing with Sachin’s series of finding a face in the, well, crowd.

(Sachin is a Creative Director with Cartwheel Creative in Mumbai)

Indranil is an old friend and Vice President of Mudra Max. He wrote this article sometime in September ’09, but I think it still raises some valid questions.

In 2008 the over all ad expenditure on Internet was around Rs. 600 Crores, which makes it only 1% share of over all expenditure on Media & Entertainment(M&E) industry of India. While there is growth in net audience every year, the time spent on this medium is also growing rapidly over the years. In fact the growth in time spent on the net is higher than the growth in our share of ad expenditure on this medium.

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Sachin is a Creative Director at Cartwheel Creative in Mumbai.

You are sitting alone doing nothing at home on a lazy Sunday afternoon.
And suddenly you feel that someone is watching you.
You start wondering who??
Then you realise it’s your bag that’s lying in a corner staring at you.
Not only the bag but your PC speaker, the window, the ceiling fan, tea cup etc. are looking at you.
And the Face-o-rama starts.
I believe every object has another identity besides it’s own.
Look at the things around you from a different perspective and you’ll meet a new face everytime.
I shoot these known unknown faces quite often.
And happy to introduce them to you.   Sachin Karle

A shot of the first dawn of 2010.

This picture should have been published on the first of January itself, but I was away, in a place which has no internet or cellular phone connection. It was worth every unconnected second!

A very dear friend of mine, working in a top 10 MNC Agency wrote this in, as a response to Recession and Advertising. He requested to remain anonymous, and we shall respect that.

THE RECESSION EFFECT

When small men cast tall shadows, the Sun is about to set – Japanese proverb

So the recession is here. Much has been written, discussed and ‘felt’ of the recession here in India. And I am not going to discuss the ‘bigger picture’ or about the ‘way ahead’ or anything of that sort. It’s much too intellectual for my understanding. I know that being in the corporate world we can’t be and should not be as uninterested as we at times are about the way things are in the economic world. I know however much an ‘ostrich syndrome’ we might have about things like these, we cannot escape it. The results of recession are there for all to see.

Recession is a great learning experience. And I don’t mean economically. It is a time to learn about the human psyche in different levels. You have the Indian agencies jumping the gun and laying off people and freezing the hiring, but that’s the macro level picture. What I find interesting is seeing the micro level behavioral changes of agencies and its people in times like these. It brings out the best, or should we say the worst of them. Thanks to recession, I got to hear and experience instances or anecdotes which range from funny to bizarre. But they all have one thing in common, that is, they demonstrate, what small people we are surrounded with. Small people, who in times like these, draw out their cloaked daggers. Small people, who give veiled threats to others. Sample this, “If you guys can’t do it in time, then I’ll talk to the other team”. Bravo my friend! You just demonstrated how good you can be at what you do.

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The DesiCreative design a t-shirt and win a trip to Goa AdFest Contest

The big idea is to fly to goa for free!

Given the theme “desicreative”, all you have to do is submit your idea for a t-shirt. It can be a complicated layout, or a one-line scribble. What matters is the idea behind it. Submit your jpeg file here and you (and your art/copy partner) can win a trip to Goa AdFest 2009 (April 2-4, 2009), where you could see everybody wearing the winning t-shirt!

Entries will be judged by DesiCreative.

The not so fine print: The contest is open till March 25th. You can send as many entries as you like! This is just a fun contest so some creative folk can attend Goa AdFest! We fly the winning team (two people at the most) from anywhere in India to Goa (in a no-frills airlines, in these times of recession, we will be looking for the cheapest air fares), put them at a respectable place in Goa (please don’t expect a 5 Star stay, meals/drinks not included) during AdFest (April 2-4, 2009), and cover their AdFest registration! All other expenses (travel insurance, meals, personal expenses, laundry, taxi fare etc) are upto the winners to take care of. All submitted entries become property of DesiCreative. If you need to clarify something, please ask.

Entries will be judged by DesiCreative, whose decision will be final and binding.  DesiCreative may decide if there is no winner, if the entries are not exciting enough!

(You will have to create a user account, in case you don’t have one already, to be able to post your ideas)

Nabina Ghosh sent us this one, a good example of funny advertising

Firebrand is a new channel (TV, Web and Mobile), that promises to deliver only commercials as it’s content. Something to look out for. As found on their website:

We love commercials.We submit, with rare exception, that they’re the best stuff on TV. In under a minute you get the best directors, the sickest special effects, the funniest writers – what’s not to love?We love commercials.1984. Mean Joe Green. Whasssup? You know you love them, too. So let’s gather ’round the best of them. Sort them. Judge them. Share them. Love them.We love commercials.The eye candy. The laugh out louds. The did-you-just-see-thats. The most loved, the most emailed, the ones we still talk about today. Let every day be Super Bowl Monday.Welcome to Firebrand.

AdofDaMonth on Facebook has been running this excellent theme based advertising showcase. Do take a look and contribute, if you have created something. The recent themes are Sex in Advertising and Maps in Advertising.