Overview: Majja is a quick service restaurant selling Indian street food as a branded and hygienic experience. Originally started from Ahmedabad, Majja plans to take this experience across India. The brand’s main USP is its authentic Mumbai style Vada Pav, along with Idli, Missal Pav, Vada Ussal, Rajwadi Chaas and more. The brand targets the youth and office goers who want a quick snack at an affordable price, the challenge was to create a brand synonymous with authentic taste, fun, young and affordable.
We have employed a simple yet unique idea to turn advertising billboards into a tool for women safety. The billboards installed with high lumen lighting turns into streetlights at night in dark locations. Thus giving a safer, secure feeling for citizens of the city, especially women.
The national capital of India is known as the rape capital of India. It may be a case of mislabeling, but the high incidence of crimes against women is a reality.
Every day there are reports of such incidents in the popular press.
Dark, unlit streets in the city only add to the problem. There is a direct correlation between crime rates and bad lighting.
This insight is what galvanized Halonix, a lighting solutions company, into action. The idea was simple, why not design advertising billboards that turn into street lights by night.
To kickstart the effort, Halonix invited the citizens of Delhi to name streets or area in their neighbourhood that needed better lighting. The facebook page of Halonix registered many such suggestions. The top suggestion was identified by a poll. As a test run, a Halonix billboard was put up in Vasant Kunj. Encouraged by the response, the company installed billboard at more locations.
The feedback was continually positive, so the company approached owners and agencies of outdoor billboard locations to take the idea to a national level. Again the solution was simple. The billboard would carry an advertising message by day. By night, the lights of the billboard would be turned outwards, pointed towards the street rather than the advertising message. So a dark, dangerous street could be turned into a bright, well-lit one.
The idea was well received by outdoor site mangers and owners. Some of whom even wrote in letters of appreciation for this unique effort.
In a matter of weeks, advertising billboards with a social conscience sprung up all over the country. Mohali, Chennai, Mysore, Lucknow, Allahabad, Kanpur all saw the setting up of billboards that were advertising messages by day and streets lights by night.
Chief Creative Officer: Nima Namchu
Group Creative Direcotr: Navin Theeng
Group Creative Director: Kaushik Saha
Creative Director: Shiva Kumar
Creative Director: Piyush Jain
Senior Copywriter: Saurabh Sabikhi
Senior Art Director: Deepak Bisht
Advertised brand: 10 Downing Street Pub, Chennai Traffic Police
Advert title(s): Had a Drink? Think!
Advertising Agency: Dentsu India Group
Executive Creative Director: Ashwin Parthiban, Shiv Parameswaran
Creative Director: Rathish P Subramaniam, Sachit Sadanandan
Art Director: Rathish P Subramaniam, Shiv Parameswaran
Copywriter: Sachit Sadanandan, Ashwin Parthiban
Production House – Silent Picture Company
Director – Mark Manuel
Executive Producer – Balaji Selvaraj
Camera – Anbu Dennis, Vignesh Vasu, Jagadeesh Ravichandran
Assistant Director – Al Hoon
Music – Timothy Madhukar
Sound Engineer – Sean Bout
Post Production – RGB
Offline – Manohar
Online – Mohan
Computer Graphics – Velu
Short rationale (optional): ‘Don’t drink and drive’. Its a message that is so ubiquitous in big cities, it has actually become a blind spot. What this jaded ‘public’ message needed was a personal touch. An emotional connect that would not only make people notice this message, but act on it. Had a Drink? Think!
The Challenge: ING Vysya Bank has introduced a Savings Account that caters to kids, ING ZING. Our task was to communicate this message to all ING Bank customers as well as other bank account holders who frequent ING ATMs.
The Solution: Instead of creating a regular poster, we placed little kiddie ladders at the foot of all ING Bank ATM machines, suggesting the ATMs could be accessed easily by kids as well. We branded the ladder with Zing and also placed ING Zing leaflets in case they needed more information.
Result: The ATM ambient generated huge interest. Customers with kids called and walked into the bank to make more enquiries. This, along with the rest of the ZING campaign has resulted in more than 25,000 Zing customers since the product was launched in November 2010.
Advertising Agency: JWT, Bangalore, India
Creative Director: Senthil Kumar
Art Director: Akshay Shetty
Copywriter: Rohan Kodialbail