Society Tea is a 25 year old regional Indian brand with a big market share (over 40%) in its region and a loyal customer base. It now aspires to have a national appeal as it grows beyond its core region. The brand wanted to achieve this with a new brand campaign. Serendipitously, the idea was sitting plum in the brand name itself. Flip Society Tea and it becomes Tea Society. And India is a Tea Society. Every region in India is passionate about their tea and has its own nuances in the context of how tea features in everyday life. This flip of the brand name gives the brand a slingshot moment in terms of owning the category codes itself. Since the idea was about capturing the nuances of tea, we wanted the execution to be like a photo essay. The lens was ‘Everyday Surrealism’.
Advertising Agency: Black Swan Life, Mumbai, India Art Director: Naisho Abraham Copywriter: Sukumar Menon Photographers: Rakesh Haridas, Palani Mohan Brand Strategist: Rasika Banerjee Account Manager: Prathyush Menon Marketing Head: Karan Shah / Amar Tea
The brief of the project was to empower meaningful behavioural change towards a sustainable lifestyle among the 16-25 yer olds with the help of Connect4Climate.
The area I focused on was how fast fashion is a growing concern and to merely be a part of a social lifestyle, our consumption patterns have caused an unprecedented situation. 16-25-year-olds today want to look new every day, wearing the latest trends, uploading a photograph on Instagram tagged with #OOTD (outfit of the day). All of this has not only led to increased consumption of fast fashion but also a huge wastage, degrading the environment. Instagram filters and stickers are a part of our everyday living now. #ReOOTD is a campaign to encourage Gen Z to reduce their consumption patterns by involving them in an activation campaign whereby they use the Rewear Challenge filter, challenging them to rewear an item of clothing everyday in the month of December. The challenge however is started by fashion bloggers increasing the awareness of the campaign. The campaign also includes animated stickers that people can use to make their stories interesting. This campaign was also taken live and done on a small scale.
Vrinda is a 20-something writer from Pune, who loves her hometown but secretly loves Mumbai more. She also loves dogs, windy days, K3G, and is allergic to lactose, lies, and misogyny.
Why are you into Advertising? It’s funny, but when I was a child I often found myself thinking of alternate endings to TVCs, or making up print ads in my personal diary. I find advertising to be a very thrilling blend of creativity, understanding of culture and human psychology, and of course, the power it has to make or break a brand. I have been a journalist for 3 years, dabbled in travel writing and content writing, but I find advertising to be the craziest, most amazing ride I’ve been on. It’s been 5 years, and I only love it more and more by the day!
Did you attend school for fine art or design or Communications? I studied in Ahmedabad for my post grad- I studied creative communications at MICA.
Trees, like water, are the harbingers of life. Showing a towel that’s partially soaked in water, with the drenched patch shaped like a tree, we wanted to establish that they are in need to be conserved, sustained and watered more, than cut down. This also entails planting more trees, focusing more on sustainable practices, and caring for nature, just as nature cares for us.
Advertising Agency: Pixel Fox Studios, Mumbai, India Creative Director: Amit Damani, Krutika Vernekar Art Director: Kamakshi Shirodkar, Mrunesh Kochrekar Copywriter: Anupama Ahir Account Executive: Achaiah KP
Brand: Durex Campaign Title: Paraplay Advertising School: Miami Ad School, Mumbai. Copywriter: Anisha Chavan, Nagma Dhingra Art Director: Nihal Bambulkar, Kanchi Undevia Mentor: Deep Chhabria, Siddhi Ranade
Description/Synopsis: Disability sex is a notion that often remained ignored or unenlightened by the mass. Some reasons being people associating helplessness with a disability or assuming disabled people being incapable of having sex. This project not only manages to give sexual pleasures to the disabled but also brings this notion to the limelight.
Advertising Agency: Wunderman Thompson, Bangalore, India Chief Creative Officer: Senthil Kumar Executive Creative Director / VP: Priya Shivakumar Creative Director: Pradeep Ravindran, Deepak Manohar Art Director: Aswathy Manmadhan Copywriter: Aakarshita N
Fake news gets exaggerated until there are real world consequences. Plagued by confirmation bias and social proof, people don’t think twice before sending out fake news. Hello, a chat based app, has come up with an innovative technology that shows you the source of where your news comes from. With the power of this new technology, Hello implores you to BREAK THE CHAIN.
This campaign won Young Lions India for Print. The second round of the competition was over 48 hours and this qualified as the winner.
Print advertisement created by Wunderman, India for Hello, within the category: Electronics, Technology.
Brand: Lego Campaign Title: Lego Models of United Nations Advertising School: Miami Ad School, Mumbai.
Personal Credits: Copywriter: Anisha Chavan, Nagma Dhingra Art Director: Nihal Bambulkar, Kanchi Undevia Mentor: Deep Chhabria, Siddhi Ranade
This piece has won Bronze in Summit Awards 2020.
Description/Synopsis: Teenagers like Greta Thunberg have proven that they have creative solutions to save the world. But with social distancing amid COVID-19, events are cancelled everywhere. However, ideas can not be isolated. Presenting Lego Models of United Nations, an online forum for the youth to discuss world problems using LEGO. Teenagers can pick various causes and share their creative solutions to save the world from their homes.
Virtual reality has not been used to its full potential as an empathy machine. So far, it has mostly dominated a consumer market. We wanted to expand its horizons in the B2B market. Hence, we came up with the idea of making a sensitivity training application for corporates, schools, hospitals, warehouses, etc. Sensitivity training exists as a video in most workplaces. It never makes an impact because it lacks connection. Afinity is a virtual reality application that is used as a sensitivity training tool for workspaces and schools. We make sensitivity training an immersive experience for the employees and students by making them see things from the perspective of a disabled person. Afinity makes them experience the challenges that disabled people face in their day to day lives especially at work. Afinity aims to make people compassionate and empathize with persons with disabilities.
Awards and Publications Vega Digital Gold Award Published in Ads of the World Summit International Silver Award
Team Members Creative Technologist: Sukratti Jain, Paras Juneja, Justus Rozenkranz
“A few old people is no reason to shutdown a whole country” – that’s how our latest campaign for the “Mediterranean Towers” Senior Living Residence kicks off. When the Pandemic struck, it soon became apparent senior citizens were especially at risk of contracting the covid-19 virus. So people were told to respect social distancing and families were warned to stay away from grandparents and elderly citizens lest they spread the virus to them.
Countries went into total lockdown and stores, businesses and restaurants shut their doors. However, while the lockdown was tolerated at first due to the general atmosphere of panic and fear, soon the economic consequences became apparent as most economies began suffocating. The advocates of reopening the markets were fast to point the finger at their seniors – blaming them for the continued segregation and economic shutdown in posts that showed increasing animosity and resentment towards the elderly. Posts where they were fast to offer up ghetto like solutions.
Most senior living chains had remained quiet during the lockdown – too afraid to advertise lest they draw fire and be painted as ‘houses of death’. Well the residents of the “Mediterranean Towers” Senior Living community thought differently and had a message for people they thought it was about time they heard.
So we scoured the net and social media and embarked on a campaign that took the most authentic comments and posts, straight from people’s feeds – and slammed them right onto the “Mediterranean Towers” elderlies reality, where our seniors stood proud and showed people exactly who they are : strong, independent, knowledgeable, creative, life loving people who can look just fine after themselves – thank you.
Credits: Agency Credits: BBR Saatchi & Saatchi Israel Client: Mediterranean Towers Senior Living CEO: Ben Muskal CCO: Yaron Perel Creative Director: Lior Meiri Copywriter: Adam Gal Art Director: Shay Israel UX/UI: Gal Mamalya VP Client Services: Lia Rosendeld Account Supervisor: Ran Danino Account Manager: Nir Daube VP Strategic Planning: Yossi ‘Joe’ Baruch Strategic Planning Supervisor: Moran Nurok Strategic Planner: Avshalom Tulipman Marcom Director: Eva Hasson VP of Production: Iris Yisraeli Traffic: Ronit Doanis Studio Director: Lea Avram Vayzer Studio: Diti Shay , Sophie Alon, Dana Schossberger, Idan Perets Production: OG Production Director: Aviv Maaravi
