2. 17%
38%21%
25%
Direct Digital Integrated BTL
Experience
0
3.5
7
10.5
14
17.5
Years
Copy Sr. Copy
Group Head ACD
CD/HOD
Years in
Roles
0
25
50
75
100
125
Work Creativity Crisis Conflict
Participative Delegative
Process Driven Time Bound
LeadershipStyle

5. Challenge Inspiration
Create a website experience for
bookers of TUI – one of the world’s
leading leisure travel companies
TUI’s logo has a “Smile” and that triggered
the thought of the website. A smile is the
purest manifestation of delight, something
that is deeply engrained into the DNA of TUI.
Our theme for the website, hence revolved
around how we are ready to reward the
delight a booker brings to his client
Execution…

14. Post login

15. Challenge Inspiration
Create a website experience that
brings the complete value chain of
manufacturers and connects them
to their potential buyers
As there are different stakeholders that we
needed to address, the website was created
with three user journeys in one website.
Execution…

35. Challenge
In a world flooded with free TV Apps, dishTV
came up with its paid Mobile App that lets only
dishTV subscribers watch TV on a mobile. As
the ATL campaign was yet to be even scripted,
we had to create something groundbreaking,
fast for the launch.
Solution
• Contextual advertising was the name of the
game for this launch
• Armed with Google geo-location based ad
banners and Memes on Social pages, we
helped dishTV subscribers warm up to this
offering
Results
• Increased the intent to purchase by 1174%
• 197,000 downloads in just the first 20
days of launch
Popular Memes on Social
Platforms
Contextual banners

37. Challenge
Create active conversation points on a daily
basis with almost dormant Delhi Daredevils
page
Solution
To really connect to the fan base, the Delhi Daredevils
needs to talk to them regularly, and not only during the
season. I thought, we have 33 players, all from
different backgrounds and different countries. Why can
we not go ahead and talk about these players until the
next IPL?
From a dearth of opportunities to engage, we had
umpteen conversation points to interact with the
audience. The idea clicked and every other IPL team
now follows the norm we created.
Results
The interactions resulted in a whopping increase in
fan base from 38,749 to 9.75 Lacs and
counting. Even the talking about peak at 89,487
people when we started at just 768 people.
During the season

39. Challenge
Congress, under the leadership of Mrs. Sheila
Dikshit had won three State elections
consecutively. In her 15 years, Delhi had truly
become a world-class city. The only chink in her
armor were the recent Nirbhaya Case, price rise
and corruption infested Central government. All
these issues were already on the agenda of the
Aam Aadmi Party. BJP wanted us to come up
with a strong ad banner campaign that not only
hits Aam Aadmi Party but also ensures that the
relatively fresh face of Dr. Harsh Vardhan
becomes the obvious alternative to Mrs. Sheila
Dikshit
Solution
Created hard hitting contextual banners and placed them
strategically across the popular sites
Results
BJP Microsite that we created got more than 20
Lakh hits and the banners were appreciated by
news forums and general public alike. Most
importantly, the BJP won 32 seats, the highest
amongst the contesting parties.
Refer:
http://en.wikipedia.org/wiki/Delhi_Legislative_Asse
mbly_election,_2013
Movie Review Websites
Sports Websites
Job Search Websites

42. Challenge
Mahindra Reva wanted us to create an
engagement program that enhances the
relationship with existing & new buyers so
that they:
• Continuously enjoy their association
with Mahindra e2o through various
activities
• Became brand loyalists
• Refer friends to buy e2o
Solution
We created “Club Electric” Group on
the Social Platform and invited all
owners to have conversations with the
brand and within themselves. The
Group became a platform of spreading
the Goodness through Social Events,
Eco Drives and more with an
intertwining of Factory visits
Results
• Improved propensity to
recommend the Electric
Car to 76% from 24%
Factory visits Driving EventsCSR Initiatives
Facebook Group

43. Challenge Inspiration
Create a digital experience for Club
Electric Members that entails all the
activities that are happening on
Social and on ground.
As Club Electric is an engagement led programme and the
car is specifically a city car, we created the website as if
the Car is driving across the city. The content was curated
using all that happens in a city. Post Login we brought the
Gamification elements to life and used the current
Telematics (App led interactive interface with the car) to
create a highly customized experience
Execution…

44. The parallax website design
shows a Club Electric revving
across the city

47. On the Scroll, the Club Electric
showcased the many stories of the
Mahindra e20 owners
The stories were populated from our YouTube
channel and personal user blogs
PHASE II

48. Next stop was the Open Forums,
which again was updated real-time

49. Mahindra e20 will reach a point where the visitor
can discover the city of their choice. On the
click, the user saw a map and all the happening
spots with user fed videos/photos of that
particular part of the city

50. Mahindra e20 now drives into a red carpet event,
which showcased all the upcoming & recent events.
On click, the event description was displayed with
‘Enroll’ link. On clicking, user will be asked to login or
sign up

51. Mahindra e20 will now head to the fun
zone of the website. Here visitors
participated in Cool Contests, Fun
facts and amazing downloads etc.

52. On clicking on any of the links
provided, the visitor is immediately
asked to login

53. On Signing up, the visitor provided their details to
enable real-time information flow from App Telematics
to the website

55. On logging in, the
user is welcomed to
their Dashboard

56. From updates about the company to DIY
Videos and service tips, this section
keeps the driver posted on all the latest
from us

57. The next badge is shown here. For example,
here being able to optimally charge the
vehicle for the best average distance is the
next badge

58. User was also requested to join groups,
e20 owners in their vicinity and then see
collectively how they have given back to
the environment

59. All upcoming events in the user’s vicinity
was visible here

60. User accessed previous 7 drives and see how
they fared

61. The Activity Dashboard shows how
the user is faring from the telematics
system

63. Challenge Inspiration
Create a digital experience to excite
prospects with an offer on Samsung
Camera NX1000 where they would
win assured Travel Vouchers
The idea came to life with the line:
“Samsung Cameras are ready to take you
places”. We wanted to take the user out on a
journey, right from our banners.
Execution…

64. The GDN Banner used stop motion animation to show what’s on offer

65. The website was created like the table of a traveler with each offer popping out on mouse over

67. Challenge
Create a platform idea for Samsung Notebooks
that can be leveraged throughout the year.
Starting the campaign with the launch of
Samsung ATIV hybrid notebooks
Solution
• The market was only talking about the “What
& How” –what is the product and how is it
different. With a commoditized market, such
reasons fall flat. How about telling the „why‟
–why do you need a Notebook?
• In search of the “why‟ we need a Notebook, I
came up with the thought of “Breaking Free‟.
With a Notebook by your side, you can Break
Free from your desk
Results
• The Facebook Contests created a lot of
traction. 5,40,000 resolutions and 4,30,000
messages were sent respectively
• Website hits were thirty times the average
campaigns run during the time of the year
• Forty five times higher sale through the
Samsung eStore
Apps created
Website Banners

68. Challenge
Create a unique digital experience that
showcases the unique ability of the
Samsung ATIV
Solution
• Taking the concept of Breaking Free, we
created a character called BreakMilaNahi,
who would help you break free.
• A series of customized videos were created
where Advocate BreakMilanahi would fight
your case to break free
• For evidence, BreakMilaNahi would use your
Facebook information and BreakMilaNahi
would present your case using the Samsung
ATIV
• These customizable videos would end with a
verdict from the judge that would put your
name into the lucky dip contest
Results
• Website hits were thirty times the average
campaigns run during the time of the year
• Forty five times higher sale through
the Samsung eStore
TVC Teaser Click to view
Facebook App &

69. Replicating the Platform Idea across the category Touch & Type Notebook Banner

83. Challenge
Help Samsung Sales Teams to know
about the new Printer range and how
they can sell the product
Solution
We created a series of eDMs revolving
around the lives of two Salesmen,
Simpu and Smarty. We even extended
the idea to a year-long learning
program where we created a Sales
Incentive Program, Cool Merchandise,
and even a physical
Learning Kit Comic Series for
Executives to learn.
Results
• Improved 46% of propensity to sell
and recommend Samsung printers
• Won global excellence award at
Samsung Global Meet

86. Challenge
Portea Medical Services wanted to introduce a new fitness solution that uses Fitness Bands and On Call Consultations.

87. Challenge
An Institute with Real Estate
programmes wanted to target the
Real Estate Agents who may want
to take their courses.

88. Challenge
Showcase the advatages of LAPF through a series of Magazine ads that were published at once in the popular Trade
Magazines

91. Challenge
Nestle was relaunching the Slim Milk that had
all the goodness of milk, but 15 times less fat.
The challenge was to find a way to WOW the
fitness enthusiasts and tell them that the milk is
as good as it can be, yet less in fat.
Solution
• The ability of the milk to keep you fit inspired
us to create this creative, where the glass
seems to have grown its own six packs
• Armed with the Dietician and Milk samples,
we created a Fitness Tracking Drive. The
team checked BMI of people and
recommended the Milk. As a giveaway, these
Abs glasses were given out the prospects too
Results
• Our Team of Dieticians gave 5 million
people Dietary Tips and took their BMIs during
the drive
• Increased the intent to purchase by 1231%

92. Challenge
Excite the college going students to
join Truly Madly, a dating APP for the
Single, ready to mingle.
Solution
• To create the excitement, we came
up with a unique contest, My Truly
Madly DP Contest.
• The contestants were to click a
really truly madly DP (Display
Picture) that would be put up on
their profile.
• The one who gets the maximum
likes, wins an iPhone.
• This way, we initiated them into our
Truly Madly App and into the
database for other singles to meet
with them
Results
• 6,00,000 students participated in the
Contest
• 500% more Downloads than the target

93. Challenge
Invite members to meet the President
of Liva and discuss the new directions
they are planning to take.
Solution
• We sent the invite with a DM at the
centre. The DM had a magnet hidden
within so that the needle inside the
compass was always pointing
towards the address of the meet
Results
• We had a whooping
98% attendance,
something they had never
experienced
The InviteOn the
box

94. Challenge
Engage with the top 100 Distributors of
Nokia during the Annual Meet up with the
Chairman
Solution
Our theme for the event was to
harness the inner creativity every
individual has. During the event the
Distributors were asked to show their
power of imagination. They were given
a canvas and paint. They were asked
to draw anything their heart desires
and then our Artists completed the
paintings, which were presented to the
Distributor by the Chairman himself
Results
• The Distributors were left with a
overwhelming feeling of how creative their
thoughts can be
• Showed how Nokia empowers their vision
with the best line of products
Events

95. Challenge
Birla Cellulose wanted to communicate
the revamped LAPF program. The
program was realigned with a purpose
to find solutions that help the members
solve their business problems
Solution
• When there are no worries about
ones business, they would have a
sound sleep. To showcase this, we
sent out these beautiful cellulose
pillows to our members stating the
revamp and the changes they
should expect from the program
On the box
On the pillow
Z-fold Leaflet cover One of the LAPF advantages

96. Challenge
Acquire new members and tell the
LIVA advantage in an interesting
manner
Solution
• We used chess as a metaphor to
showcase the capabilities of LIVA
and how LAPF can help spinners
and weavers achieve their goals
• Innovative invites both via direct
mailers, magazines and hoardings
were sent to non-members to an
event at a major exhibition in Surat

98. Please connect with me at: +91 8826 8380 80 |