2016 Nominees – Kyoorius Creative Awards

Uber On Air

admin — Tue, 24 May 2016 07:52:11 +0000

Innovative Use of Radio
Client		Uber
Brand		Uber
Entrant		Club FM

Brief		To create a unique radio contest for the breakfast show that would integrate the brand Uber well into the content
Solution		We decided to use the frequency of the station – 94.3 as the catch for the contest and integrate it with the timing that people book their Uber ride, 9.43 am (peak time for Cochin travellers) Listeners who were tuned in to Club FM 94.3 had the chance of getting 94.3% discount on their Uber ride if they started their ride exactly around 9.43 am
Audience		The promo campaign was heard by more than 2 lakh listeners in Cochin

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Lullaby

admin — Tue, 24 May 2016 07:49:19 +0000

Sound Design & Use of Music for Radio Advertising
Awards
Client		Armaanh corporation
Brand		Metro Mattresses
Agency		Dentsu India

Brief		To make a small fish stand out in a big pond. No one even knows about Metro Mattresses and neither was the ATL budget big enough to make it top of mind. The brief was simple, make Metro stand out in as less a budget as possible and the client wanted to spend on radio for the reach of it.
Cultural Context		One of the radio takes on a very india centric lullaby- La la lorri which is a part of our pop culture and is the most famous lullaby across India. And it tells the story of a naughty kid who refuses to sleep.
Solution		To highlight the proposition that Metro Mattresses = great sleep. We decided to use lullabies as a carrier of the message but with a creative twist.
Audience		SEC A+, Urban Metro Families who look for hi end mattresses at affordable prices.

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Women’s Cricket – Victory Campaign

admin — Tue, 24 May 2016 07:47:35 +0000

Radio Advertising
Client		Club FM
Brand		Club FM
Entrant		Club FM

Objective		To get people of Kerala to cheer the Women’s team in its World T20 campaign. Usually there are lot of campaigns on supporting women however the Women’s Cricket team is not given much publicity for the matches they play or their performance on the field so we decided to get the listeners of Club FM in Kerala to support the Women’s T20 Cricket team that was participating in the World T20.
Solution		While Indians were sad about the first T20 loss that India faced to New Zealand not many realised that the Womens’ Team won their first match against Bangladesh on the same day. We were able to communicate this message effectively to the listeners of Kerala who appreciated our initiative
Audience		The commercial was targeted to more than 5 lakh listeners of the sate of Kerala

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Truecaller – Apple, Nokia, Hangout

admin — Tue, 24 May 2016 07:39:20 +0000

Radio Advertising
Awards
Client		Kari Krishnamurthy
Brand		Truecaller
Agency		Contract Advertising (India) Pvt. Ltd.

Brief		The objective was to reinforce Truecaller’s brand proposition ‘Take the right call’ in an interesting way. The age group targeted was between 18-40 primarily. We wanted to highlight the advantage of keeping Truecaller on a phone that how it helps in identifying the unknown number and caller.
Cultural Context		To promote maximum download of Truecaller app on mobiles, we took most common examples of unknown callers in India. A teaser who often calls girls from unknown number, an irritating call from a life insurance salesman and a Pre-recorded call when we are out-of-town are a complete botheration for any of us. We thought these examples would help people connect to the idea easily.
Solution		As a solution we made Nokia, Apple and Android’s famous ringtones narrate the unknown caller’s information, which not only made radios interesting but made the point very clearly. The day-to-day examples of unknown callers as ringtones helped people connect and understand the use of Truecaller clearly.
Audience		Broadcasted regionally but in multiple states. All smart phone users were the target group.

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Roadster Pocketman

admin — Tue, 24 May 2016 07:37:37 +0000

Branded Film Content & Entertainment – Live Experience
Client		Myntra Designs Pvt. Ltd.
Brand		Roadster Life Co.
Agency		Brave New World Communications Pvt. Ltd.

Brief		To launch a pair of 13-pocket jeans in the midst of raging e-commerce ad battles. But with no physical place for customers to experience the product how could we demonstrate its uniqueness & utility interestingly and ensure translation of interaction to experience & engagement to sales only through digital?
Cultural Context		Reality TV is BIG in India. Khatron Ke Khiladi, Bigg Boss etc. are devoured as content on TV & online. Also, DIY tutorials & survival hacks are growing in popularity on YouTube, both generated and consumed content. So how could we use this to outline a broad content strategy for the campaign?
Solution		Presenting POCKETMAN: A live-streamed human experiment in which a man was locked in a box & challenged to survive for 2 days with only the contents of his 13-pocket Roadster Pocketman Jeans. A massive repository of shareable content was created as he cooked up nifty inventions, mini movies, food, life hacks & more with the help of followers on social media to prove the utility of the jeans.
Audience		Experimental & adventurous social media savvy urban youth who treat education & entertainment alike

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The most talked about short film Ahalya

admin — Tue, 24 May 2016 07:35:45 +0000

Branded Film Content & Entertainment – Sponsored
Client		PERNOD RICARD INDIA PRIVATE LIMITED
Brand		ROYAL STAG BARREL SELECT LARGE SHORT FILMS
Agency		River Advertising Private Limited

Brief		Royal Stag Barrel Select Large Short Films is the ultimate destination for original short films in India. To live up to the reputation of being the best in shorts, the brand desired to create short format content that could be as buzz worthy as Bollywood full-length features
Cultural Context		India loves to view video content on their screens. About 4.3 billion video views happens in a month and under 20 mins is the ideal duration for watching. This creates a big world for short format video content creation. Then why doesn’t short films as a category get people excited in India?
Solution		‘Ahalya’, a short film featuring an all star cast and directed by Bollywood director, Sujoy Ghosh, to get people to watch what they love-’films’ but now on their own screens. The result- the film bypassed the trailer of SRK’s film. Got 50 mill impressions, trended on youtube & facebook. Got 300+ news portals to cover it. Forced biggest celebs to share it- making India take notice of short films
Audience		Movie buffs who do not consider short films to be of same stature as features in terms of content

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100 and Running

admin — Tue, 24 May 2016 07:28:37 +0000

Branded Film Content & Entertainment – Sponsored
Awards
Client		Nestle India Ltd.
Brand		Nestle India Ltd.
Agency		SapientNitro

Brief		Many brands in India complete 100 years and Nestle is one of them. But if we have completed 100 years in India then why should the consumer care? How can our 100th anniversary be a reason for people to connect with us? We chose not to dwell on the glories of the past rather looked forward to the next 100 years. We decided to commemorate our 100 years by aiming to improve the health of India.
Cultural Context		We realized that running is the easiest and most accessible way to stay fit. Since the aim was to make running a phenomenon in India, we wanted to create a campaign that would inspire a nation. What we were looking for was an inspiring and motivational figure. We were looking for a hero that would partner us in inspiring India for the next 100 years.
Solution		The idea was to celebrate the 100 years of Nestle in India and reaffirm our philosophy of good food, good life for the next 100 years to come. We thought if a 100-year-old company wants to make India a healthier and fitter nation then what better way to do this than by getting a 104-year-old man to start it off for us. From this was born our campaign idea #100andRunning.
Audience		We used Fauja Singh as a motivational figure to inspire people of India.

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OLX.In – Sound of Selling – Madras Day

admin — Fri, 20 May 2016 09:19:45 +0000

Branded Film Content & Entertainment – Non-Fiction up to 5 mins
Client		OLX.IN
Brand		OLX.IN
Agency		Kadhai Films

Brief		Chennai celebrating its 376th year – OLX.IN pays tribute and celebrates the tradition of selling in this city by making a video with the ‘sounds of selling’ in chennai. The idea is to celebrate the idea of selling which is OLX’s positioning in the online space.
Cultural Context		Chennai has a legacy and a very important role in country’s history. For its rootedness in culture to one of the biggest metropolitan. The people from every walks of life have always connected their memories back to the city. One of the things that formed their memory scape is the sound of the street vendors and the business’ of the city.
Solution		The common factor between OLX and the tradition of business in chennai is selling. Celebrating the city’s 376th anniversary, we decided to make a non fiction video by mashing the sounds and making a catchy track made up of the sounds of the vendors selling wares (recorded on location for authentic texture). This connect urges the people to share on social media.
Audience		People of Chennai, Localites, and Lovers of the city (Chennai).

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Stories

admin — Fri, 20 May 2016 08:44:14 +0000

Public Service Commercials
Client		Breakthrough
Brand		Breakthrough
Agency		Ogilvy & Mather

Cultural Context		92% of women in India have experienced sexual harassment in public places. Our task was to go beyond creating awareness for sexual harassment. We had to provide a solution.
Solution		In India, women do not talk about sexual harassment. Not even with family and friends. We got them to share their story with the one person who could actually make a difference – their sons. And when a young man realises that even his mother is not spared, he empathises with the problem at a deeper level.
Audience		Our primary audience was mothers of sons, followed by general mothers, women and young men.

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Lifebuoy Chamki

admin — Fri, 20 May 2016 08:39:21 +0000

Public Service Commercials
Client		Anusha Gupta
Brand		Lifebuoy

Cultural Context		Every year, 6million children don’t reach the age of 5. 44% of these deaths occur in the first 28 days of birth.Handwashing with soap can prevent many such deaths. Task was not just to create this awareness among people of high socioeconomic status but also to people who it matters the most-pregnant & new mothers in media dark India. We created ‘Chamki’ film to spread this message among rural India.
Solution		Less than 3% Indians have access to theatres. Villagers travel 50km to reach a film theatre. We created ‘Travelling Cinema’, set up large amphitheatres for a cluster of villages, showed compelling regional cinema & Chamki film explaining importance of neonatal hygiene.4Lakh people reached in 400+ villages with this message led to 60% increase in ‘brand I trust more than any other brand’ for Lifebuoy.
Audience		Lifebuoy launched the HelpAChildReach5 ‘Chamki’ film to educate pregnant and new-moms in rural media.

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