Experience Commerce Creative Person of the Year 2014

E.6Creative Person of the Year

Who am I?

Chief Creative InspectorCOPy BranchAndheri East

Disclaimer:THE FOLLOWING IS A DRAMATISATION OF MY REAL-LIFE STORY AND HAPPENED IN 2013.

I PLAY THE LEAD PROTAGONIST. YES, THE “CREATIVE DIRECTOR -COPY” OF 3 THRILLING CAMPAIGNS.ANY RESEMBLANCE TO ANYTHING REAL IS PURELY INTENTIONAL.

My JourneyFrom Happily Married to Almost Divorced

Once upon a t1m3All was August @ home.

When I dived headlonginto Zee curious case of And Pictures

The case file was interestingThe M.O.T.I.:

Mission: Launch a new channel called

AND PICTURES:for Movies & Gossip & Behind the Scenes & Songs & Much

More.

Target: The SMARTPHONE generation who are not only grounded in

Indian values, but want to experience an international life! NEEV AUR UDAAN….

Idea: Creating

India’s first Crowd Sourced Movie Script and shooting it

simultaneously inJust 5 Days!

Objective: 1) Make “&” synonymous

With the channel2) Establish that the channel is

more than just pictures ( movies)

& what followed was utter madness

Click on the IMAGE above to see what caused my first BIG MARITAL MAHABHARAT.

So we made a OLD SCHOOL MASALA POTBOILER

with NEW AGE techniques!

NEEV and UDAAN

http://andpictures.awardsub.in/

Check out the website

My ROLE: Producer for the Campaign, wrote the copy and lead the social effort.

Thanks Bollywood…

Then I had to brace myselfWINTER WAS COMING!!!

And with it INDIA’s BIGGEST GAME OF THRONES - the elections.

Before that we had to launchIndia’s biggest citizen governance portal for DNA

While I was excited I got the caseMy vacation plans bombed and my Wife took my case,

royally!

The case file was interestingThe M.O.T.I.:

Mission: Launch a pan india (543

constituencies), hyper-local community for citizen

governance.

Target: Each and every netizen of

India across I,II, III tier cities, small towns, rural areas

esp. Socially conscious ones

Idea: A 15 day multi-lingual

campaign, that asks people to find out their Citizen DNA and

volunteer for their locality

Objective: 1) Launch the portal

2) Create Awareness in 200 constituencies.

3) Get Volunteers to work for the communities

We wanted INformed INvolved INdiansAnd so I named it “I AM IN”

We created simple hooks

Get involved Stay informed Time to act!

Click on the IMAGES to watch the videos

The destination asked you toPledge “I AM IN” and tested your Citizen DNA

http://volunteer.awardsub.in/

Click here to experience it.

And ofcourse, the response was overwhelming!

Taking on the Multi-lingual challenge and acing it was nice.

http://youtu.be/hCOUlFoCiRM

Click to see a quick walk through.

How I was INvolved?Lead the team – concept and execution,

wrote copy in 2 languages and made the videos

Then I sent my wife a MEMEKeep Calm and plan for a New Year holiday

But as soon as I didI got a new year brief

and I knew I can going to lose mine!

The case file was interestingThe M.O.T.I.:

Mission: A new year campaign for

Brand Signature to end the year on a high and enlist people on USL’s Lifestyle

portal.

Target: Young adults from Tier I, II cities in the country, who

aspire to live it up and live a more glamorous life.

Idea: Be the first brand to claim the

Selfie and make it more appealing. And hence was born the Signature Selfie!

Objective: 1) Strengthen the association

of Signature with Style.2) Create a buzz in the digital

space for the brand.

We got in the expertAnd created content on how to click a

SIGNATURE SELFIE

We created the perfect Selfie appWith specially designed Kasby features, gave tutorials

And launched a nation wide hunt for the mostBOLD, GLAMOROUS, STYLISH SELFIES.

http://youtu.be/N_IxTpWb3-A

Click above to view the Case study

14599 Selfies from across IndiaWas enough to tell us that we had

Caught the pulse of the nation!

http://signatureselfies.liveinstyle.com/

Click above to view the microsite and entries

And what did I doBesides spoiling my New Year plans with my wife?

Product conceptualization, Scripting and executing the videos lead the copy and the social effort.

So while I had a great year professionally

I wasn’t very creative in making my wife happy.

I don’t know about the award, but might just WIN a Divorce!