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Tag: Ayyappan Raj

  • With over 100 ad films

    The Script Room completes three years

    By Our Staff

     

    The Script Room completes three years with over 100 ad films. A pioneer in creating and producing engaging content, The Script Room has worked as a creative agency with a diverse portfolio of clients. Founded by Rajesh Ramaswamy (Ramsam) and Ayyappan Raj in 2019, the agency has been offering content strategies, script writing and production support to clients.

     

    Said Ayyappan Raj, Co-Founder, The Script Room: “Over the three years, we’ve managed to run a smart, clean, cheerful set-up. Maintain a good work-life balance, avoid being factory-fied, encourage individuals to pursue whatever they want personally, good food, good drinks, bad jokes… simple joys and general happiness. Thanks to every single person who’s helped us do this.

     

    Added Rajesh Ramaswamy, Co-Founder, The Script Room: “These three years has been quite a ride. Honestly, we hadn’t planned it out. In fact, we just decided to go with the flow. We’ve met a lot of interesting people along the way. Enjoyed a lot of goodwill, faith and trust. A lot of friends cheered us along. A lot of clients embraced this model. Though we didn’t have a retainer model, they’ve been good enough to return. That’s encouraging. They’ve also been kind enough to spread a good word about us.”

     

  • The 14-film ad campaign is designed and created by The Script Room

    My11Circle unveils new campaign

    By Our Staff

     

    Games24x7, the online skill gaming company, has unveiled a new campaign for its fantasy platform My11Circle featuring cricket icons like Sourav Ganguly and VVS Laxman and emerging talent Shubman Gill and Ruturaj Gaikwad. The 14-film ad campaign is designed and created by The Script Room.

     

    Speaking on the launch of the campaign, Saroj Panigrahi, Vice President, My11Circle said: “My11Circle has emerged to be one of the top fantasy sports platforms in India witnessing 100 percent growth in user base last year. This is a testimony of our commitment to provide intuitive and personalised gaming experience to the players and rewarding their skill and passion for the game.”

     

    Added Ayyappan Raj, Co-Founder, The Script Room: “It has been a great experience working with the My11Circle team again, and co-creating an interesting campaign for the IPL. We came up with the thought ‘My11Circle is offering the biggest prize, now everything else will look small’. And we wrote a bunch of interesting scripts – keeping in mind the duration of the films, the celebrity time and executional constraints. With fantastic direction and international quality VFX, Achowe and the team at Chalk & Cheese made the idea come alive brilliantly. We’re very happy with the way the campaign has come about, and we are positive that it will be well received.”

     

     

  • The agency will be responsible for conceptualisation and execution of the upcoming TVC campaigns with brand ambassador Virat Kohli

    Script Room bags Great Learning’s mandate

    By Our Staff

     

    Creative agency Script Room has bagged the mandate for Great Learning’s campaigns with brand ambassador Virat Kohli. The agency will be responsible for conceptualisation and execution of the upcoming TVC campaigns.

     

    Aparna Mahesh
    Aparna Mahesh

    Speaking about the creative mandate for the campaign, Aparna Mahesh, Chief Marketing Officer, Great Learning said: “We were very impressed by the creativity and passion displayed by the team at The Script Room and are confident they will help us drive awareness for our degree and certificate programs in a very engaging way. We are quite excited about the way the campaign is shaping up.”

     

    Ayyappan Raj
    Ayyappan Raj

    Speaking about the win, Ayyappan Raj, Founder, The Script Room said: “Edtech is a very exciting space and there’s a lot of interesting work happening in the category. And we are super delighted to work with Great Learning on their new campaign with Virat Kohli. They are a fabulous team to work with, and really helped us push the envelope both in terms of thinking and execution. The films are coming out really well and you can expect to see some super exciting work very soon.”

     

    The campaign is scheduled to break later this month.

     

  • The account was won in a closely contested multi-agency pitch

    The Script Room wins creative mandate for Vedantu

    By A Correspondent

     

    Writers’ hub The Script Room has bagged the creative mandate for the upcoming campaign of Vedantu, a popular edtech brand.

     

    Ayyappan Raj

    Speaking about the win, Ayyappan Raj, Co-founder, The Script Room said: “We are super-excited to work with Vedantu on their upcoming campaign. The entire process from briefing to discussing and deliberating the central idea was quite effortless and organic. One really nice thing about working with the team at Vedantu is the feedback, inputs – very high level of clarity, simple and supremely objective. We are extremely delighted to partner with them”.

     

    Shivani Suri

    Added Shivani Suri, Chief Marketing Officer of Vedantu: “Vedantu envisions to transform the face of education in India. Our LIVE online learning platform, with some of India’s finest teachers, not only offers a very engaging and personalized learning journey but also ensures tangible learning outcomes for our students. Vedantu is in its early stages of building the brand and towards this endeavor we are happy to have partnered with The Script Room. We really liked the simple and fundamental way the team went about the brand thinking, communication approach and its creative manifestation and we look forward to crafting the next phase of the brand journey with their able support”

     

     

  • Gears up for the release of a series of films with Chumbak

    The Script Room completes one year with 41 films for 5 brands

    By A Correspondent

     

    Having successfully created 41 ad films across youth brands like Netflix, OYO, Chumbak, Beck’s Ice and Groww, a financial services app, The Script Room, a writers; hub celebrates its one-year completion amidst lockdown.

     

    Founded by Rajesh Ramaswamy (whose last job was with Lowe, Bangalore and Ayyappan Raj, whose last engagement was with Lowe (Unilever Global/Lowe Singapore), The Script Room built itself with a focus on writing for audio-visual advertising and content.

     

    Speaking on completing a year, Raj said: “We don’t have any typical organisational structure as such. We operate more as a writers hub and we spend a lot of time in jamming on what to write before we actually put pen on paper. Since we are a few and we are focussed, we are super conscious of the task, the consumer, limitations of execution and it reflects in the final output, our work. And about completion of first year, it has been a terrific one, extraordinary in all sense.  Ramsam (Rajesh Ramaswamy) and I started up The Script Room working out of home, added more and more writers, got offices in Mumbai and Bangalore, finished more than 40 ad films, one 30 minute short film (branded content) and with a slate of campaigns in scripting stage and bam! we are back to working from home again! Overall it’s been a fantastic first year, we don’t know if we’re creating something big or something small but we’re having a real good time doing what we’re doing”.

     

    Added Ramaswamy: “We have pulled together some of the best writers in the country, who have been very successful in telling insightful, engaging, crafted-to-perfection audiovisual stories. And we make sure that we write for the brand, for the context, for the budget, for the duration – no artificial colours, no preservatives, no added sugar. 100% pure, handwritten ads that effortlessly do their work. We don’t want to do anything that’s art for art sake and stuff that lies in one corner of the internet. And we have clearly chosen to stay away from other channels of advertising, storytelling is our forte and what better medium than audio-visual to tell your stories?  About one year, I am personally very excited by the spirit of the place and the collective sort of a model that we’re building. ”.

     

    Prior to lockdown, The Script Room had just wrapped up a series of films for Chumbak and Beck’s Ice which are in various stages of production and slated to release in the coming months.

     

     

  • The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days

    Bajaj Discover campaign celebrates the boy in every man

    By A Correspondent

     

    Discover from Bajaj Auto, has released a new campaign that has been conceptualised by Mullen Lintas. Bajaj Auto had recently re-launched the Discover with an upgraded Discover 125, and an all-new Discover 110.

     

    The new Discovers carry forward that legacy of exciting performance with an all-new long-stroke engine. It also has the additional advantage of exciting looks with first-in-class LED DRLs, first-in-class digital instrument display panel, all new stylish graphics, and a host of other style and performance upgrades.  The new campaign shows how an exciting ride on the new Discover makes you as ‘zindadil’ as in your younger days.

     

    Said Sumeet Narang, Vice President – Marketing, Bajaj Auto: “Discover is our brand which offers an energetic and spirited riding experience to daily commuters. It differentiates itself from the rest of 100-125cc commuter brands by offering a more fun bike to our customers who see themselves as hard working family men burdened with responsibilities. Finding a relevance for Discover’s promise of performance was critical. Immersions with family men between 30-40yrs in large and small towns helped us arrive at the brand insight of how the boy in every man is always alive. Discover’s spirited riding can help him come out, once in while”

     

    Added Ayyappan Raj, Executive Vice President, Mullen Lintas: “It’s quite an important and significant campaign for us, considering the task of reintroducing brand Discover. The brief from the brand team was about how the new Bajaj Discover with stylish features, powerful engine brings out the youthfulness in the rider and that’s exactly what we have managed to capture with ‘Bano Zindadil’. There’s a lot of activities planned across media, ensuring this idea travels to a larger audience.”

     

     

  • The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each

    Motilal Oswal Securities unveils new brand campaign

    By A Correspondent

     

    Motilal Oswal Securities has unveiled its new brand campaign to promote its mobile stock trading app. The TVC made by Mullen Lintas tries to define the different mind-sets and present a separate app for each.

     

    Speaking on the ad, Ramnik Chhabra, Head – Marketing – MOFSL, commented: “Investing and Trading in terms of mind-set and styles is as different as Test Cricket and 20-20. One is slow and steady and the other is dhan dhan dhan. Each requires a different approach and skills. Our two separate mobile trading applications provide separate tools and information customised for an Investor or a Trader and that’s what the campaign tries to highlight.”

     

    Added Ayyappan Raj, Executive Vice President – Mullen Lintas: “The fundamental approach that we have on Motilal Oswal is to find interesting human observations and deliver the product, service metaphor through that. That’s what we did with the last campaign “when you focus on one thing, you master it” for the 30yrs Equity story by showcasing people and how they’re the best at what they do. So, this time when we had to communicate that Motilal Oswal has two different apps for two different consumer groups (the traders and the investors), we have tried telling this by showing two different types of people with their interesting, differentiated personalities and thereby introducing the apps for all their needs. We’re quite happy with the way it’s turned out.”

     

     

  • Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds

    Mullen Lintas’s new campaign for Motilal Oswal

    By A Correspondent

     

    Leading finance company Motilal Oswal Financial Services has rolled out its new brand campaign to position itself as an equity investing expert. Conceptualised by Mullen Lintas Mumbai, the brand film firmly establishes the role of the company as an expert in Equity & Equity Mutual Funds. The brand film goes on to trace some exceptional talent from across the country whose skills would put normal people to shame. A clerk at an office who’s faster than a machine in processing paperwork or construction workers at a building site that get their job done using unique  or a chef at an hotel who gets his chore done in the blink of an eye or even a barber, a bar-tender, a street food vendor, etc. All these individuals go on to show that “if you focus on one thing for a long time, you master it”. That’s what has driven Motilal Oswal to emerge leaders in equity investing.

     

    Commenting on the brand ideology and brief given to the agency, Ramnik Chhabra, Marketing Director, Motilal Oswal said: “Drive by our office at night and it will be lit green or red depending on how the stock markets have performed that day. Instead of ‘Up-Down’ buttons, our elevators have visuals of Bulls and Bears. We have one of the largest equity research departments in the industry. All the money of the company and promoters is invested only in equity. Needless to say; we are an ‘only equity focused’ investing house. This focus has helped us create a unique stock picking methodology (QGLP) to create wealth. The aim of the film is to, well; focus on this focus! And hence present Motilal Oswal as the equity expert you should think of if you are thinking about investing in equity.”

     

    Highlighting the creative idea behind the campaign, Garima Khandelwal, ECD-Mullen Lintas said: “Let’s celebrate skill, and the passion to do what you do every day and become the boss of it. The flair, rhythm and style makes it unique especially for the financial category. And that’s the contrast that excited us, for our clients. Motilal Oswal have mastered equity, and that is the single minded message we needed to put out loud and clear, hopefully entertaining all as they watch it.”

     

    Added Ayyappan Raj, EVP-Mullen Lintas said, “The client’s brief was quite simple and in a way very fundamental – we have been in the business of equity for 30 years and we’re really good at it. They pushed us to make this point in the most interesting way. What we’ve tried is exactly that, to make a point about how Motilal Oswal has been very successful with equity over the last thirty years. In a manner that’s fresh to the category and makes for enjoyable viewing. It was great working with the brand team on this campaign and they’ve been quite supportive of seeing this idea through in the best possible form.”

     

  • Launches a new campaign for Voot Kids "Bachche ab no more atko'ing, no more latko'ing!"

    Voot curates media campaign for kids

    By A Correspondent

     

    Viacom18’s Video-On-Demand OTT service Voot has rolled a campaign for its kids content segment – Voot Kids.

     

    Commenting on continued focus on understanding kids and their needs, Akash Banerjee, Head – Marketing & Partnerships, Viacom18 Digital Ventures, said:“Kids live in a universe of their own – their toys, favourite toons, games/activities with their friends, their possessions, etc. make up a large part of the world they relate to. The concept of #NoMoreAtakoing is fundamentally rooted in the compulsions of nuclear families and the resulting situations where kids find themselves in dull and un-relatable situations – here is where Voot Kids swoops in to save the day and makes them smile. We’ve delivered this message through an anthem and several relatable situations. Our endeavour at VOOT Kids is to ensure that fun, entertainment and development continues uninterrupted for kids through engaging characters and immersive storytelling. The campaign is set to make Voot Kids’ every child’s best friend, always & forever.”

     

    Speaking about the creative process and relevance behind the campaign, Ayyappan Raj, EVP-Mullen Lintas said:“Voot is one of the leading brands in the Digital Video space and we are very proud to be associated with it. The brief for this particular campaign for Voot Kids was based on a simple but powerful insight of ‘kids being stuck in an adult world’ and we really enjoyed coming up with this creative solve for this message. We made the entire product pitch as a charming appeal from the kids to the adults. That’s what “No more Atakoing, Latakoing” is all about, a jolly anthem of kids being stuck in different situations and Voot Kids coming to rescue. “

     

    Added Garima Khandelwal, ECD, Mullen Lintas:“Kids being lost in their own creative & wonderful world is anyday more fun than them trapped in ours, was the starting point of this brand film from Voot Kids. We used a simple mnemonic of a rotating chair to tie together all the normal and everyday places for adults, but boring places for kids to be in. We are confident of the campaign cutting through very effectively to both parents and the kids.”

     

  • The campaign highlights the unique bond that audiences share with music; which is almost like a marriage between two soul mates

    Mullen Lintas creates campaign for MTV Beats

    By A Correspondent

     

    The recently launched Hindi music channel, MTV Beats from the Viacom18 stable, has announced the launch of its inaugural brand campaign. Conceptualised and executed by Mullen Lintas Mumbai, the campaign highlights the unique bond that audiences share with music which is almost like a marriage between two soul mates.

     

    Talking about the marketing campaign, Ferzad Palia, Head, Youth and English Entertainment, Viacom18 said: “Music is an important medium to reach out to young people today, and nobody does music better than MTV. So now that MTV Beats is here, we are heralding it as the birth of the ‘Baap’ of music because after all, MTV is the big daddy of music. In true MTV style, the marketing campaign is quirky, unabashed and irreverent yet it clearly communicates the brand’s positioning of being the ultimate destination for Hindi music any time of the day or week. I’d like to thank Mullen Lintas for the creative thought they’ve put into this. The tagline – ‘Blood meinhai beat’ draws heavily from India’s obsession with Bollywood music and reinforces the belief that music is a part of every Indian’s very DNA.”

     

    Commenting on the campaign strategy, Ayyappan Raj, EVP-Mullen Lintas said: “It’s one of the most fun campaigns that Mullen Lintas Mumbai has worked on in the recent past. When an iconic brand like MTV is launching a Bollywood music channel there is a strong desire to create something big and different. With that in mind, we wanted to make a statement about the launch of BEATS and in the quintessential brand tonality. We are very happy with the way the campaign has come together. Also we are quite happy about the fact that we have ‘delivered’ another successful brand launch for the Viacom18 group.”

     

  • Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband's attention by attempting changes to herself

    Bajaj Nomarks unveils brand campaign encouraging women to be self-reliant

    By A Correspondent

     

    Bajaj Nomarks has unveiled its latest brand campaign that highlights the many advantages of the skincare cream. The campaign, led primarily by a video film, touches upon the core point of the cream being a companion to women who often face multiple skin complaints, especially on the face.

     

    Conceptualised and executed by Mullen Lintas Mumbai, the film traverses the journey of one such woman who decides to test her husband’s attention by attempting changes to herself.

     

    Commenting on the core message that the brand seeks to make through this film, AmeyaDangi, Head of Marketing, Bajaj Corp said: “Bajaj Nomarks cream is completely Ayurvedic in composition and has been clinically tested for its efficacy quotient which makes it a unique product in the anti-marks category. Through this new campaign which is the first of a new idea developed by our agency Mullen Lintas, we want to encourage people not to be bothered by small things like skin marks but to focus on realising their bigger ambitions irrespective of what others may think of them.”

     

    The film has been developed based on the insight that in today’s day and age, wives have a common complaint – husbands are so engrossed in doing their own thing that they fail to notice some obvious changes, especially about them. For example the husband will not notice any change in the appearance of the wife or for that matter even miss the new dress that she is wearing and so on and so forth. It was this insight that gave birth to the campaign idea of “Men Don’t Notice.”

     

    Highlighting the core idea behind the film, Ayyappan Raj, EVP – Mullen Lintas said: “The mark removal skincare category is seeing a visible growth in the number of players and it is imperative that each one differentiate their offering from the others. With Bajaj Nomarks, the plus point is its reliance on herbal remedies along with the guarantee of delivering visible results in the quickest possible time. We used this as the core point in the film and brought to life a real situation that women often face at home. The film delivers on the promise of being a reliable companion to women when they need them the most.”

     

    Explaining the creative thought-process behind the campaign, ShriramIyer, NCD – Mullen Lintas said, “In advertising we are used to seeing big changes to lives post usage of a product. With Nomarks, we are promising that big change to your skin, and nothing else. Change your skin for yourself, even if it changes nothing else, is the message we want to give out with this ad.”

     

    The film has been launched offline on all popular channels and will also be rolled out extensively across Print and Outdoor. The film is being launched online as well and will play on major social channels to draw maximum mileage.

     

  • Titled "Load Mat Lo", the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist

    Get rid of the load on your head, emphasizes Bajaj Almond Drops in latest campaign

    By A Correspondent

     

    In today’s fast paced world, people have the tendency of taking a lot of unnecessary load in their lives. These range from mundane worries like travelling woes, what to wear when going out, need to be visible on social platforms, etc. to the more worrisome ones like extreme stress at work, health & financial woes etc. All these worries do take a toll on individuals who are often left wanting for a way out.

     

    This insight was the inspiration for Mullen Lintas Mumbai’s new campaign on Bajaj Almond Drops Hair Oil. Titled “Load Mat Lo”, the campaign features leading Bollywood actress Parineeti Chopra as the main protagonist.

     

    Commenting on the thought process behind this campaign, Ameya Dangi, Head of Marketing – Bajaj Corp said: “People don’t like oiling their hair regularly because they find some oils to be extremely sticky, chip-chipa and heavy, a feeling which they dislike. It is like a “load” on their head and they have to put up with it for the sake of nourishment just like they put up with a host of unnecessary worries without a really good reason. But with light & non-sticky Bajaj Almond Drops hair oil, they can give their hair the nourishment it needs without having to put up with the heaviness on their head. For us, this new campaign idea “Load Mat Lo” brilliantly works on this very relatable insight of “unnecessary worrying” in the context of hair oiling and Bajaj Almond Drops.”

     

    The film titled ‘Load Mat Lo’ begins with the protagonist, in this case brand ambassador Parineeti Chopra, being told by her partner about the hair oil that he has shopped for her. On seeing the bottle, she immediately cautions him that she doesn’t prefer taking the load of coconut oil on her hair. To elucidate her point, she conducts a small experiment on his head by placing a paper-weight on his head and comparing it to a feeling that one gets by applying coconut oil in one’s hair. But with Bajaj Almond Drops, the feeling is just the opposite as it makes one feel light and easy. All this with the brand being fortified 300 per cent more with Vitamin E.

     

    Highlighting the strategic insight behind the film, Ayyappan Raj, EVP-Mullen Lintas said, “The consumer of today is always on the lookout for innovation on a product or brand they endorse. With the hair oil category flooded with multiple players, it was imperative that we play up features of Bajaj Almond Drops that stand out. Thankfully, there were more than a couple of features that worked in its favour including it being the lightest in its category and further fortified with 300 per cent vitamin E. This led us to zero down on the idea of ‘load free’, as that is was what most people too want from their lives. All these traits have been captured really well in the film.”

     

    Explaining the creative execution behind the film, Shriram Iyer, NCD-Mullen Lintas said, “While most hair oil brands tend to play up the usual advantages that can be derived by using them, we chose to highlight one of the biggest differentiator for Bajaj Almond Drops – it being the lightest in its category. This core point has been bought out well in the film where one can really feel the difference in applying an oil that is easy on the hair vis-à-vis the others that tend to make it heavy & sticky. We are sure the concept will get consumers to choose Bajaj Almond Drops hair oil when they go to shop for oil the next time around.”