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Tag: Cut The Crap

  • Design Sell will be headed by Renuka Desilva, Creative Director (Art)

    Cut The Crap unveils Design Sell

    By A Correspondent

     

    Cut The Crap, a Mumbai based full-service creative agency announced the launch of its design unit- Design Sell.Design Sell will work as a part of CTC; however will function independently with its own separate team. The new entity will focus on Brand Identity, Packaging, Digital and 3D Designs, BTL and more.

     

    Design Sell will be headed by Renuka Desilva, Creative Director (Art).

     

    Jagdish Acharya

    Commenting on the launch of Design Sell, Jagdish Acharya- Founder & Creative Head, Cut The Crap said, “I am excited to announce the launch of Design Sell! CTC has made its mark as a creative boutique for brand building. Design Sell derives its DNA from CTC. Design is never without a marketing purpose, the objective of Design in the world of brands is to sell and to therefore it is imperative that design be strategic and a part of the brand building ecosystem. Therefore the name Design Sell. The need was felt to launch the division on its own so it can be nurtured and grown to its true potential.”

     

    Renuka DeSilva

    Renuka DeSilva, Creative Director & Head, Design Sell says, “I am looking forward to building Design Sell on the terra firma of strategy and creative foundations of design. It is the understanding of brand and marketing needs that will differentiate us from other design houses. Our aim over the next 2-3 years will be to build a strong portfolio that showcases our point of difference. Business will only follow.”

     

    Renuka comes with over 15 years of experience. She has worked with agencies such as O&M, Interface, Mudra and Law & Kenneth.  Her last stint before joining CTC was with Lowe where she worked on J&J and Knorr. Other brands that Renuka has worked on include Kotex, Mattel, Huggies, Asian Paints, Fanta, Godrej and Skoda. For a brief while, she dabbled in Health & Lifestyle brands and her work won Rx Club and Global awards. Renuka has also won awards at The New York Festivals.

     

  • Creative guru Jagdish Acharya lists the five avatars of creative ad folks in December

    ‘Tis the time for crafting ads for awards!

     

    By Jagdish Acharya

     

    Happy days are here again. Although Goafest is in April, its shadow looms longest over December, generally considered the last month for entries to be submitted. Going beyond the wham-bam-thank you scams, here is a look at some of the archetypes of the awards season.

     

    1. Rocket Singh: Salesman of the year

    His maxim? Every ad has a client. He could be the most reticent member of the team, but come December, he creates his dream ad and before one can say ‘scam’, makes it legit by selling it to a second-hand bookshop, a pet store or that Chinese dhaba down the road. Duly approved and paid for by the newfound advertiser.

     

    2. Joseph Goebbels: The virulent propagandist

    This is a seniors’ avatar, of the creative chiefs who subject their subjects to a barrage of jingoistic mails and butt-kicking one-liners. Everyone comes with his own, one better than the other. Sample these: ‘I don’t give a rat’s ass how you get’ em (the awards) as long as you get’ em’. Or ‘Be the bride or the groom at the (awards) show, not a dancing baraati’. Or even ‘Doosron ke liye taali bajaane mein bahut dard hota hai’.

     

    3. Mother Teresa: The compassionate creator

    You could never tell during the year how much this guy feels for the dying in Syria. He stands tall for a cause which itself might change from child labour in one awards season, to blood donation in the next. He avers he couldn’t care less if his work doesn’t pick up an award. The jury is still out on that though.

     

    4. Sun-Tzu: The award strategist

    Sheer genius, this guy. He won’t enter that well-known commercial for a telecom services provider under the telecom category. He knows there’s too much competition in that space. He will go figure the number of spoofs and jokes on the ad that filled Facebook, Whatsapp and Youtube, estimate the value of free exposure for the brand, and enter the commercial in the Public Relations category.

     

    5. The Joker: The Supervillain

    He’s the spoofy prankster, the party-pooper. His biggest thrill on Earth comes from tracking the sources of inspiration from across the globe and making public a listicle of his fellow creatives who seem to have been thus inspired in their awards entries. He’s the one everyone tries to keep away from. For a month at least, his agency is his Gotham.

     

    Jagdish Acharya is Founder and Creative Head, Cut The Crap. The views are his own.

     

  • Iba, India's first halal cosmetics, needed to communicate their point of difference from all the other cosmetic brands in the market

    Cut The Crap unveils radio campaign for Iba halal care products

    By A Correspondent

     

    CTC has executed an extensive radio campaign for Iba. The campaign is titled ‘Beauty Products Ke Dirty Secrets’.

     

    Iba, India’s first halal cosmetics, needed to communicate their point of difference from all the other cosmetic brands in the market. Iba has the widest range of halal cosmetic products in the world that are distinct from the rest of the cosmetics in that they do not contain animal ingredients, alcohol and other harmful chemicals like sulfates, phosphates and bleaches.

     

    Radio was chosen as the medium of choice to convey the brand characteristics in an engaging manner. The creative strategy here is to drive home the negatives through products in which theymatters the most. For example the presence of animal ingredients is most negative in case of lipsticks where the industry uses pig fat while iba does not.

     

    The campaign comprises of 4 spots and consumer engagement through RJ interactions. Each of the radio spots chooses a different negative aspect through a product or category that best amplifies the aspect. The radio spots end with a simple brand assurance from Iba: ‘No secrets’.

     

    In the RJ interactions during the campaign period people were encouraged to call in and talk about negative side effects of any cosmetic product that they may have suffered from. Hundreds of people reported such incidents that were aired live. All such conversations were branded and carried the brand message. These ‘negative endorsements’ created a perfect atmosphere for Iba to educate on the positive aspects of halal cosmetics.

     

    The ‘Dirty Secrets’ campaign was first tested in Baroda in October/November 2015. Buoyed by the response the campaign is being rolled out in other cities.

     

  • CTC came up with the name iba. Which in Arabic means sense and pride

    iba engages Cut the Crap for branding of halal cosmetics

    By A Correspondent

     

    Cut The Crap (CTC), a Mumbai-based full-service creative agency, has undertaken a branding exercise for iba. The agency has been instrumental in creating and conceptualizing the entire brand identity – right from naming of the brand onwards, to packaging, design integration and communication for a category that has very low awareness in India.

     

    Ecotrail Personal Care, a start-up by sisters Mauli and Grishma Teli, makes Halal cosmetics. “The brief for the agency was to create a brand that would be progressive and non-preachy. Halal had to become consumers’ choice,” says Jagdish Acharya, Founder-Director, Cut the Crap.

     

    CTC came up with the name iba. Which in Arabic means sense and pride. The logo motif of Iba is a ‘flowering water droplet’. Water and cleaning are the fundamental beauty-care tenets of Halal. The flowering droplet connotes beauty that blooms through cleansing.

     

    While in India, Halal popularly and immediately refers to meat, Halal cosmetics is a global phenomenon, a rapidly evolving market worldwide. These products are certified by the Halal board and do not contain pig-fat and other animal derived ingredients, harsh chemicals and alcohol. They are 100% animal-cruelty free.