2014 Nominees – Kyoorius Design Awards

Dietician Visiting Cards – Ads

admin — Wed, 21 May 2014 09:04:38 +0000

Ambient
Client		Priti Jadhav
Brand		Priti Jadhav
Agency		Publicis India

Brief		Priti Jadhav is a Dietician who wanted to directly reach out to her target group without seeming too intrusive. This was a challenge, because not only were we dealing with a group who were very sensitive about their weight issues, but we were also working on a very modest budget.
Solution		We identified the colorful weighing scales placed on Railway stations as an effective touch point. These scales are popular with millions of commuters traveling by trains every day in India. For as little as INR 2, customers could get their weights printed on individual tickets. We turned these tickets into a medium for our Innovative Visiting card ads and reach our weight conscious audience.

Škoda Rapid Leisure

admin — Tue, 20 May 2014 11:26:08 +0000

Writing for Radio Advertising
Client		Škoda Auto India
Brand		Škoda Raid Leisure
Agency		BBH India

Audience		25-35 year olds looking to buy a new car, who want to know all the interesting features.
Brief		We were asked to create a series of radio spots to launch the limited edition Skoda Rapid Leisure which comes loaded with a host of features including a rear view parking camera.

Pinkesh/ Servant

admin — Tue, 20 May 2014 11:16:05 +0000

Writing for Radio Advertising

Awards

Client		NITCO Limited
Brand		NITCO Anti-Skid Tiles
Agency		Scarecrow Communications Ltd.

Audience		Home owners, retailers, contractors. Male 26-45 years.
Brief		To increase awareness about Nitco’s anti-skid tiles and depict the functional benefit in a memorable manner.
Solution		A popular Indian Hindi phrase “Pairon tale zameen khisak jaana” is used when one gets shocked. Literally speaking, it means, the floor slipping from under one’s feet. This thought was elaborated upon with humorous stories where characters get the shock of their lives. Using a lateral connect, the functional benefit of the product was highlighted effectively.

Positive & Negative

admin — Tue, 20 May 2014 11:13:07 +0000

Writing for Press Advertising

Awards

Client		Procter & Gamble
Brand		Duracell
Agency		Grey Worldwide

Brief		To communicate the longevity and performance of Duracell Alkaline Batteries.
Location & Scale		We placed the ad in local and national newspapers and as posters in electronic stores, major toy stores and supermarkets.
Solution		We used the positive & negative of a battery to tell human stories that come from the battery’s performance. To cut through the clutter, we communicated the universal truth that there is another side to anything and there is such a thing as too much of a good thing, even when it comes to the performance.

VAT 69

admin — Tue, 20 May 2014 11:10:47 +0000

Writing for Press & Poster Advertising
Client		Diageo India
Brand		VAT 69
Agency		BBH

Brief		Our task was to make the Vat Man work harder and get his unique tone across to our readers in the print media.
Location & Scale		Each ad was contextualised to the cover story and ran on the inside front cover of more than 10 weekly magazines for a year. (Over 50 ads in this year alone.)
Solution		To make the VAT Man and his unique tone popular we decided to deliver a witty and ironic take on contemporary issues. We released 3 to 4 unique magazine ads every week that demonstrated the Vat Man’s take on the cover story of the magazine.

Q-Poster

admin — Tue, 20 May 2014 11:04:06 +0000

Writing for Press & Poster Advertising
Client		Thukral & Tagra
Brand		“Q” Exhibition
Agency		Eleven:43

Brief		How to generate a long queue for “Q”?Most Indians are indifferent to art. They find art distant, maybe even unfriendly. A wrong that Thukral & Tagra wanted us to right for their forthcoming exhibition “Q”.Their brief to us – increase footfall by enthusing the disinterested. The usual suspects were expected to turn up anyway. The challenge was to lure people who had never engaged with art before.
Location & Scale		200 posters each were put up in Mumbai and New Delhi. Locations chosen were those frequented by the young and the well heeled. These included malls, cinemas, colleges, bookstores, corporate hubs and smoking areas.Care was taken to choose spots where the audience would have some time on their hands. For eg when waiting for a movie to start or while waiting for the car to be delivered by the valet.
Solution		NOP World Culture Score Index says Indians are the most voracious readers in the world. So, we decided to draw people to art via the written word.A 5000 word story based on the theme of the exhibition was written. And dramatic 11.6 foot long posters carrying the story were put up across the city.Result – Record breaking crowds saw “Q” on view. Vogue, Mumbai Mirror & NDTV noticed and applauded.

Vadilal Ice-Cream Election

admin — Tue, 20 May 2014 09:26:45 +0000

Typography for Advertising
Client		Vadilal Dairy Pvt. Ltd.
Brand		Vadilal
Agency		Famous Innovations

Brief		A local player competing against deep-pocket international brands, Vadilal Ice-creams came to us with a simple (read boring) brief: help us stand out in the category without big spends. The mandatories: the campaign will launch at the start of summer, it should speak of our great ingredients and should have the happy, colorful essence of our product.
Location & Scale		The posters were displayed at and around ice-cream stores, in malls and near schools. It ran primarily in Mumbai and Pune.
Solution		Missing a real USP in the product, we took advantage of the timing of the campaign. The start of summer of 2014 happened to be election time in India. We thus decided to position Vadilal as “The Only Ice-cream that could stand for Elections.” To really make our audience salivate, we made our headline look like ice-cream using CGI. The result? Creatives excited, consumers engaged, clients happy!

Dacoit/ Tiger/ Eve Teasers/ Tribals

admin — Tue, 20 May 2014 09:24:28 +0000

Illustration for Advertising
Client		Perfetti Van Melle India
Brand		Mentos Marbles Sour
Agency		Ogilvy & Mather Pvt. Ltd.

Brief		Sour Marbles are sour. It says so on the packaging and it delivers. And it’s a lot of fun to eat as well. Our brief was to come up with communication that would dramatize the taste while keeping a youthful, fun and irreverent mood alive for the brand.
Location & Scale		This Sour Marbels Campaign ran all over india in form of Posters in Super markets, Retail Shops and Departmental Stores.
Solution		When the tongue experiences sour, it does things to your face. These involuntary contortions are amusing. Our idea was to use Sour Marbels as an unexpected defence from potential attackers. And by choosing to use illustrations, we made the contortions even more drastic while still keeping them plenty fun to look at.

Stick-It Art

admin — Tue, 20 May 2014 09:20:02 +0000

Illustration for Advertising
Client		Haiyya
Brand		Public
Agency		BBDO India

Brief		People were defacing the beautiful D’Monte Park in Mumbai by sticking chewing gum everywhere.Haiyya, a non-profit organisation, wanted to make a difference and clean up the park. A solution was needed to fix this issue.
Location & Scale		People were defacing the beautiful D’Monte Park in Mumbai by sticking chewing gum everywhere.If people love sticking gum, why not give them a better place to stick it ? on the ticket! So we created ‘Stick-It Art’.We got artists in Mumbai to create interesting illustrations on the back of the entry ticket, leaving a spot for the chewing gum. The gum completed the illustrated story.
Solution		If people love sticking gum, why not give them a better place to stick it ? on the ticket! So we created ‘Stick-It Art’.We got artists in Mumbai to create interesting illustrations on the back of the entry ticket, leaving a spot for the chewing gum. The gum completed the illustrated story.Visitors at The D’Monte Park interacted and engaged with the idea and got the point. They were instant converts.

The Wet Book

admin — Tue, 20 May 2014 09:04:24 +0000

Art Direction for Direct Marketing/Activation
Client		Asian Paint
Brand		SmartCare
Agency		Ogilvy & Mather Pvt. Ltd.

Brief		Monsoons in India wreak havoc on homes. From cracks to peeling, bacterial growth and more, water can severely impact the structure of a building while also affecting the beauty and aesthetics of it. Asian Paints, India’s largest paint manufacturer, wanted to push its SmartCare range of waterproofing products through a book that detailed out preventive and curative measures against the monsoon.
Location & Scale		The activation ran across dealer and retailer outlets across India. The Wet Book was positioned for homeowners as a tool to remind them to waterproof their home before the oncoming monsoon. The idea was to actually dip the book in water and with the spread ink effect, highlight the damage water does to homes. It was interestingly advertised by having the book hung from line as if to dry.
Solution		By dipping the book in water, we visually recreated the effect water has on homes. People who experienced water proofing problems immediately identified the familiar imagery and were drawn to the book. Those who hadn’t experienced waterproofing woes were scared by the design enough to go through the book for preventive measures.