Archive for the 'Work' Category

Case Study: Biwi Ho Toh Aisi – Bharat Matrimony

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by
Shweta
on May 16, 2011
in Work
. 4 Comments
Synopsis
When a young man in India hits his mid -20′s, wedding bells start to ring in everyone’s minds. But for him making a choice isn’t exactly easy. Everyone around has an opinion on who, why and when he should marry which can be very confusing. And between 12-hour work-days and living with the parents, his social life is virtually non-existent.
India’s No 1 Matrimonial Site – Bharat Matrimony realized that for these young men (who number in the millions) the barrier to using the site wasn’t the lack of options, but rather the confusion about who to search for! So we created biwihotohaisi.com (or my kind of wife.com) for Bharat Matrimony – India’s No 1 Matrimonial site to give these confused bachelors some virtual clarity
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Case Study: Amar Prem – MakeMyTrip

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Shweta
on May 16, 2011
in Work
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Synopsis
Responsible Traveler is an initiative by Make My Trip, urging people to be more responsible when they go on a vacation. The initiative includes creating awareness about “going green” while on a vacation, prevent littering, guide to environment friendly destinations and hotels etc. In this latest campaign, we create awareness about the value of historical monuments and urge people to stop desecrating such places.
When people are in love, especially the younger generation, they want to engrave their undying love for each other at a historical monument because of the place’s significance. At “Amar Prem”, people can select three historical monuments when they come to the site – Taj Mahal, Humayun’s Tomb and Charminar. After that, an exact replica of the monument appears on the website and couples can “sketch” on the image about how much they love each other.
The underlying message of the campaign was to tell people to be more responsible when they visit historical monuments and that they could instead sketch their message on the virtual version rather than desecrating the actual monument. In just a few days, the site had over 1000 new scribbles every week, successfully delivering the message about vandalizing monuments in a fun and engaging way.
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Case Study: SongCatcher Banner – Airtel

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Shweta
on May 12, 2011
in Work
. 0 Comments
Creative Brief
India’s leading telecom service provider Airtel wanted to create and promote awareness while driving their target audience to use their newly launched Value Added Service (VAS) product called ‘Songcatcher’ in the music domain.
Target Audience
Young college students and corporate executives in SEC A and B who perceive music as an expression of their personality were identified as the target audience for this campaign.
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Case Study: Tanishq eCommerce Website

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Shweta
on May 12, 2011
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Synopsis
Jewellery consumption in India has always been the bastion of old & renowned jewellery houses selling traditional gold & diamonds. However, Tanishq needed to establish itself as a modern & artistic brand that was in sync with a younger audience whose tastes and needs were quite different.
To enable convenience & showcase its range of modern designs Tanishq.co.in was created. Along with a contemporary, elegant design style we also built in robust functionality by creating a Virtual Jewellery store for Tanishq Diamond Jewellery as well as the Golden Harvest Scheme (GHS).
From comparison shopping to social shopping, the website created a new, simple & interesting way to browse & buy jewellery and resulted in phenomenal increase in sales in millions within the first 6 months!

Case Study: Frrunch My Tunes – Samsung

Published
by
Shweta
on May 12, 2011
in Work
. 0 Comments
Objective
Help consumers experience the benefits of the new Samsung Frrunch refrigerator
Strategy
Samsung’s new range of refrigerators promises to keep vegetables & fruits so fresh that you could hear the crackling sound they make when you bite into them. The product was appropriately named ‘Frrrunch’ meaning ‘fresh + crunchy’. Our task was to help consumers experience the ‘frrunchiness’ promised by the product in an exciting way that would get talked about. We realized that the sound of vegetables that go crunch on the cutting board is like music to any foodie’s ears and a testament to their freshness.

Case Study: Commentweeter – ESPN Star Sports

Published
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Shweta
on May 12, 2011
in Work
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Synopsis

India’s first contest on Twitter, ‘Commentweeter’ (Cricket Commentator on Twitter) generated tremendous excitement and massive hype around the international cricket tournament ACL T20, and induced the TG to participate, create interesting digital ‘crowd sourced’ content and collaborate within and beyond existing social networks to win a trip to South Africa for the tournament, while tweeting live from venue.

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Case Study: Real Fans Youtube Contest – Airtel

Published
by
Shweta
on May 12, 2011
in Work
. 0 Comments

Objective

To leverage brand Airtel’s association with Champions League T20 we used the popular social platform Youtube  to engage and interact with the Target Audience in their natural online habitats during the ACL T20, 2010.

Target Audience
India being a billion-strong cricket-crazy nation, we were dealing with a vast and un-exhaustive target audience.
Strategy
No other sport in India can claim the position of cricket in respect to its popularity and revenue generation.
The Indian Premier League (IPL), since its inception, had ushered in a new era of club loyalty in Indian cricket fans. The fan frenzy over the 2010 edition of IPL and its massive success was testimony to the passion and intensity that only cricket had the privilege to enjoy in India. And with the recently concluded IPL, all eyes were on the ACL T20 in South Africa- hailed to be 5x bigger than the IPL, featuring the 10 best domestic clubs of the world.
Three club teams from India were taking part in the ACL T20. Unlike the IPL, where loyalty among the millions of fans was divided into 8 teams, the ACL brought the same millions of fans together rooting for the 3 Indian clubs.
The idea behind the contest was to provide a platform to the millions of cricket fans in India to showcase their enthusiasm for the teams and sport, in general, during the ACL T20 happening in South Africa. And what better platform than YouTube- the most active video sharing networking site with 300,000 odd users in India, could have been chosen to run this contest.
The confluence of cricket and YouTube, for the first time in India, was bound to spell success for the contest.
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Case Study: Champions Ke Fans – ESPN Star Sports

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Shweta
on May 12, 2011
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Synopsis

By getting fans to ‘motivate’ their favourite team by showing how their passion is behind their victories, we made them part of the ACL T20 game and emotionally invested in it. They were no longer cheering just for Mumbai Indians or Chennai Superkings, but rather for Team India and that got them interested in the tournament.

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Case Study: Jaago Re – Tata Tea

Published
by
Shweta
on March 29, 2011
in Work
. 4 Comments
Synopsis
Tata Tea launched their Jaago Re – meaning ‘Wake Up’ – TV campaign in an effort to wake up an apathetic nation to the issues that affect it, literally stirring up a storm in a teacup. After successfully drawing attention to important issues, it was time to empower India by simplifying socially responsible action.
The challenge was to smoothly transition from being an ‘awareness’ initiative to an ‘action oriented’ tool that Indians could use to make a real change in the country by partnering with activists & organisations who had the means to make it happen.

Case Study: Indian Hatke League – Virgin Mobile

Published
by
Shweta
on March 29, 2011
in Work
. 0 Comments
Synopsis
We wanted to promote Virgin Mobile’s whacky and youthful ‘think hatke’ (think different) ideology with real time engaging content online. The challenge was to make Virgin synonymous with everything whacky, different and interesting.
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