Adidas Originals Superstar is synonymous with street culture. The shoe was thought to be ‘too funky, too expensive’. Our task was to establish Superstar as the cult brand for all creative folks anywhere in India. Solution : Young, creative people are always in search of a chance to prove their worth, this is truer for an overpopulated country like India. We decided to give them an opportunity. We recruited successful youth icons from diverse genres of fashion, photography, EDM and Graffiti and turned them into our spokespersons. We then asked our TG to inspire their idols with ideas, for a chance to collaborate and share the stage with them in the Superstar’s next project. To reach out to our TG we formulated a 360 digital campaign; we created content through reputed bloggers and floated the hashtags #AllSuperstarsUnite and #SuperstarStory; we also created videos and marked our presence on Facebook through promoted posts and stamp ads.
Since the shoes are all white and perceived to be boring, we decided to somehow make ‘white’ look cool. We targeted our communication to the outliers of the society such as artists, design school students, advertising and media people. They are not only the first movers and trendsetters in fashion, they also understand the concept of ‘Negative space’ better than any. We created a poster contest called ‘Think White’, urging them to use as much negative space as they’d like to convey the iconic stature of the Stan Smith Adidas shoe. The shortlisted candidates would get free entry and a chance to showcase their work at the coveted Goafest. The contest was hosted on a microsite which had download links for the brief and a lot of reference materials on Stan Smith. We created banners, facebook targeted stamp ads where we invited entries. Posters and standees were placed in agencies. We also seeded content on the pages of many art colleges, EDM’s were sent out to relevant databases.
Adidas Stan Smith has been synonymous with street culture around the world. In India however, people are not even aware about Stan Smith's iconic status. Our task was to make the legendary sneakers a conversation topic among the fashion conscious youth of our country. To position Stan Smith as the shoes made for streets with the campaign that unfolds on the street and is talked online. Solution: Young people are restless, they want to break out, and they are also obsessed with taking selfies. If documenting their own move is what gets the young going, so be it. We asked the audiences on Twitter and Instagram to explore the nooks and crannies of their cities through a unique road trip or COURTRIP. Tweeps were motivated to tweak their existing behaviour of taking selfies on their trips and were encouraged to document their travel tales using the #Shoefie instead. The cherry on the top, if their shoefie was the most unique, they won a coveted pair of Stan Smith.
Godrej is a large corporate group which has several group companies and corporate identities under it. The task was to create a new corporate website for them that should bring out the brand’s proposition “Brighter Living” adapting to the new brand guidelines. The UX had to be designed to be equally friendly for both consumers as well as B2B audiences. The result was an HTML5 site with parallax in the home page and a lot of ajax content in the subsequent levels to minimize the number of total pages.
...Continued. A Product range webpage for Godrej.
Moms tirelessly work for their children who at times take simple things for granted, like fresh and warm breakfast she serves every morning, their room that she regularly cleans for them, and not to forget the clothes that they always find to be all clean and crisply ironed. Rather than targeting the actual consumer of Ariel Matic Washing Powder, the mother, we instead targeted these very sons and daughters who were reminded of the endless love and care that their mothers give them. They were inspired to thank their mothers by giving them a break and doing the entire laundry of the week, which is so simple by using the Ariel Matic. So for a day try and be in her shoe, Be Mummy.
People wish to write recommendations for those who they had a great time working with or for those who have made a positive difference to their careers or lives. But writing recommendations is not a simple task for everyone, its hard to express one's feelings and observations in properly written words and phrases. Therefore, it often gets procrastinated. Reco-builder identifies this problem, and recognizes that although we know the qualities of that person we wish to recommend, but shy way from the task for the lack of their ability to express. Reco-builder is an application on LinkedIn, which helps you select a contact, chose the right qualities from a predefined list, and it automatically generates a recommendation basis your selections.
Selecting a contact
Selecting the words
Auto generated recommendation
Tata Tea has been running TV and print ads across India, where it has been asking citizens to wake up and do something, for example if you want a change, then get up and exercise your voting rights in elections etc. To take the message further in digital space, we proposed a platform using Google maps API, where users can search their locality, pin the problem they have been facing, and sharing the problem on their social channels. Tata tea would pitch in and help facilitate fast redressal of the problems faced by the majority.
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The task from client was to design email communication for the CIO’s and CXO’s of the enterprise organisations, pitching them Microsoft Forefront Security offerings. However the specified targeted audience gets bombarded with such communications day in and day out, from not only Microsoft but also it’s competitors. How do we break this clutter, and stand out, so that we are heard? We decided to flip the entire approach, and instead first targeted the IT workers. A nationwide survey was launched, where the information workers were asked if their organisation’s security system bugs them as much as it keeps the bugs away? If it does, then it’s time they Make Noise and be heard by the right people. The results of the Make Noise were shared with the CIO’s and the CXO’s of the organisations, presenting them the noise their employees are making about the current security system bugs, and it's time that they Check Noise and take corrective action.
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Campaigns and Landing Environments
