THE RIDE
SHELL
MOTORCYCLE OILS
01
In a market littered with benefit loaded motorcycle oil advertising, Shell wanted to connect with passionate motorcyclists. We hunted far & wide for real riders and hatched a trip of a lifetime. ‘The Ride’ is a part ode to the love of biking and part reminder - that it’s never too late to find out, who you might’ve been.
Made on a shoe-string budget, the film hit all the right chords reaching over 3 Million Facebook views.
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DADDY & ZOOEY
TATA AIA
INSURANCE
02
A visionary client. An incredible team. Together we were fortunate to transform a brand from ground zero. Each piece made over 3 memorable years was a labour of love. ‘Daddy & Zooey’ - was just the beginning of it.
Released as an epic prime-time spot on YouTube and 40 television channels, it became one of the most-watched branded-content films in the category - garnering over 5million views and sweeping metals in 8 different categories including the writing craft & integrated financial campaign.
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LITTLE THINGS
HORLICKS
NUTRIBIC
03
Nutribic was a happy aberration. For the first time a mainstream Horlicks work got nominated for Art Direction, Editing & Design. It was chosen for Luerzer’s Archive Film Showcase. And the nicest bit, despite the odds, our ‘little’ film won.
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PAUSE
APOLLO MUNICH
INSURANCE
04
Ironic as it may seem, the most fun years I spent in advertising were spent working on a health insurance business - a young but mighty brave brand Apollo Munich. We launched category defining products, made over a dozen films, and never created a piece that resembled anything that the competition was doing.
‘Time to Pause’ was an integrated campaign where we first paused our own TV commercials, even froze a Bollywood Award show midway and urged people to make time for health insurance. During the second phase we released a series of quirky animated shorts and 10 radio spots reminding people to get health insurance off the back-burner. ‘Time to Pause' was our first Integrated Effie for the Brand.
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BHASKAR’S STORY
FOODLES
FROM HORLICKS
05
Many a young creative directors have wrestled with the rigours of GlaxoSmithKline guidelines; bereaved over the dreaded red of Qual-Research findings and meekly knuckled under a15sec product window in a 30 sec spot. Over the years, I was extremely fortunate that my disappointments, rarely lingered longer than an evening and I was generously blessed with the dark greens of holier-than-thou Consumer Research.
In this priggish world of GSK Marketing - Bhaskar was a giant 120 second leap of faith. I owe it in no small amount to a plucky team of brand managers, both at the agency & client side, who believed in Bhaskar and one very ‘seriously’ gifted Shujaat Saudagar who brought it all to life.
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MECHANICURE
SHELL
MOTOR OILS
06
Shell Helix is a flagship motor-oil brand in South India. ‘Mechanicure’ was created as part of an out-reach program to strengthen the bond with local mechanics & workshop owners, the real ambassadors of the brand.
To gift your mechanic a ‘manicure’ may sound like a joke. But this little simple gesture, is the very stuff missing from our lives. It’s an affirmation of the goodness that secretly resides within each one of us.
OUT OF THE BOX
HERO CYCLES
07
‘Out of the Box’ was the very first campaign I wrote at JWT. It got a 7+ rating by our Global Creative Council but things didn’t quite go the way everyone expected.
For a superstition not worth mentioning here, the client finally chose to shelve it. The same year Arnold Boston did a similar campaign that won at Cannes. A few years later Ogilvy India launched a car brand ‘Ertiga’ on the same lines.
For over a decade and a half, this film has stayed tucked in Director Showreels. It felt important to clean my attic and put it out here as a form of closure.