MxMIndia

Tag: Ideas@work

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad. AdStrat is compiled by Shubhangi Mehta

    AdStrat: Zarvan Patel, ideas@work, Jumjoji -The Parsi Diner

    Zarvan Patel, Founder,  ideas@work

     

    Name of the Campaign: Jumjoji-The Parsi Diner

     

    The Brief:

    “We’re starting a real Parsi restaurant with real Parsi food with real Parsi recipes from real Parsi homes, what do you think of the name CrazyBawa?” was the brief given by Boman Irani.

     

    Research insights:

    Parsis are renowned eccentrics – quirky and idiosyncratic, they’re crazy about their food, they’re crazy about their drink, their bikes, Zubin Mehta, Sam Maneckshaw, filing lawsuits, cursing in languages they can barely speak, and are often caught laughing raucously at themselves, which just goes to show: Parsis are cuckoo.

     

    The thought process behind the creative: How do we finish this campaign in time for happy Hours?

     

    Media vehicles chosen:

    Personal invites, e-mailers, Facebook, posters, internet, select foodie magazines and the Parsiana

     

    Key issues kept in mind while executing the ad:

    No one has ever been offended by a Parsi’s use of foul language or eau de cologne, in fact, they’re usually belly up, rolling on floors with laughter.

     

    Does the treatment do justice to the brief?

    We ran the ads through the rigorous wringer of research and there was an overwhelming response of ‘Chalse Dikra’, and ‘tamharo kai aur kaam nathi?’ Translation: ‘Don’t you have anything better to do?’

     

    What according to you is the differentiating factor about the ads?

    They were created by a team of 2 authentic Parsis and 6 surrogates who all wore sapats.

     

    Market and client feedback

    What began a couple of months ago as a 24-seater, by-appointment-preferably restaurant, is now poised to expand into the Parsi owned garage next door, this will add on another 30 seats and give guests the authentic Parsi pleasure of polishing a motorcycle at no extra cost.

     

  • Ideas@work have created amusing commercials for Big Rock.com with four fresh creatives, three on television and one a social-media-only ad.

    Chuckle-worthy ads from Ideas@work for BigRock

    By Shubhangi Mehta

     

    Big Rock.com,an internet business providing web-presence solutions, has launched its latest advertising campaign.

     

    The campaign consisting of three TVCs, created by Ideas@work promotes BigRock.com’s offer of having a complete website for Rs. 499. The idea, “Got a business, get a website”, is a continuation of the campaign BigRock had rolled out in January this year.

     

    ideas@work and Big Rock started working together in September 2010. They have worked on TVCs and a few print campaigns.

     

    The dead-pan humour has found likeability to a lot of people’s sense and sensibilities. The treatment of a depicting a real business for whacky/imaginary products and services evoked humor and also drove home the message, subliminally, no matter what your business is, getting a website is essential.

     

    There is a continuation down the path of highlighting unusual businesses in a humorous light and in a way that connects with Indians everywhere. The campaigns are being launched in 5 languages because BigRock is a well-regarded pan India brand. The communication campaign that comprises of TV commercials, and viral campaigns are being unveiled across tier I, II and III cities with the simple message – ‘Got a Business? Get a Website.’ The communication showcases small businesses that have benefited with a website from BigRock and inspires the business owner to think – ‘if they can have a website, so should I.’

     

    The research insight for the campaigns was that there are an estimated 100 million users of the internet in the country. India is projected to become the third largest globally in terms of internet users by 2013. To give perspective, the top country’s in terms of internet usage today – China and US – have an internet user population of 485+ million + and 480+ million +, respectively.

     

    The total number of domains registered in India is only about 3 million. The ratio of the total internet users to the total domains registered in the country thus is an abysmal 1:45. In a country such as the USA that number would be 1:5 – thus there is every indication that the headroom for growth in this industry is enormous.
    Bhavin Turakhia, Founder, BigRock, said, “The ad was communicating a brand and a message which the TV Viewer has never been exposed to. Hence we had to take utmost care of keeping the concepts simple, relatable and humorous.

     

    “If you see any of our TVCs, they have 3 stages. The first stage talks about the funny / imaginary business which then leads to the business owner’s website name and the message – Got a business? Get a website. The last part is the product offering / offer window.

     

    “In totality, we tell the TV viewers that there is a wacky/unbelievable business which has a website and that every business should have their website and finally finishing with the offer that at BigRock, you can get a complete .COM Website at just Rs. 499.”

     

    He adds, “If you were to compare the BigRock ads to any other .COM Company ad, you’ll notice that the treatment and the concepts used for BigRock are highly disruptive, simple to understand and have a clear call to action. The look and feel of the ad is also highly real. We believe that the brand is for everyone who has a business/ has thought of setting up a website. There is a definite risk that when the campaign is this catchy, the consumer gets more engrossed in the campaign rather than focusing on the product but if you’re not entertaining the TV viewer, there are more chances of your brand being forgotten. The balance between the story and the product window has to be optimized to drive home both, the brand name and the communication”.

     

    The campaigns will be a 3-3.5 week affair on TV, Digital Media and Print.
    Sharing his views on the campaign Amod Dani, ECD, Leo Burnett, said, “Some really interesting stuff here by bigrock.com. The campaign has humour nicely woven into it and the Savitri Bai and Rambo acting classes commercials are very well crafted and funny. The “Newspaper… Toilet paper” touch and “Mere ladke ko julab ho gaya hai” got me ROFL!

     

    BigRock really stands out thanks to some good honest and simple execution. Nice to see humour well done, after a long time. Though I feel all of them are not as funny as Savitri Bai and Rambo acting classes, but overall the work is far better than what we’re seeing on the idiot box. Give me also a two now!”

  • Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad.

    AdStrat: Childhoods available from ideas@work

    The campaign:

    Childhoods Available

     

    The client:

    Rustomjee Group

     

    The agency:

    ideas@work

     

    The brief:

    In a world of luxury, sometimes the true luxury is giving your child a childhood. This was what we needed to communicate.

     

    Research insights:

    Vijay Chidambaram and his team from Centre of Gravity conducted extensive research across the city across socio-economic classifications to uncover consumer needs and came up with the insight that the one thing most Mumbaikars wanted to do a better job of giving their kids the kind of childhood they themselves enjoyed.

     

    The thought process behind the creative:

    Ideas@work, Rustomjee Group and organizational branding firm Centre of Gravity worked together as a team to produce the campaign. The on-ground implementation of the campaign was done by Rutu Modi, and of course, Rustomjee’s in-house marketing team and their media partners.

     

    Media vehicles chosen:

    Print, outdoor and digital. Since the target audience is limited to the Mumbai metropolitan area, it makes sense to maximize ad spends within its limits. Press ads include full pagers in all the leading newspapers. Outdoor locations number more than 50. Digital is another media vehicle that will go live soon, with Radio being considered. Further, all moments of truth both for internal and external customers are being designed to carry the same message.

     

    Key issues kept in mind while executing the ad:

    Creating a visual that breaks the current and typical formats of clutter. Even messaging was to be kept concise so as to allow accentuating the customer experience at the point of sale.

     

    Does the treatment do justice to the brief?

    A lot of people remember stories from our childhood, like Alice in Wonderland, Winnie the Pooh, Aladdin, and so many others. So that was the category as far as the look of the campaign was concerned.

     

    The differentiating factor about the ad:

    For the first time in the history of Indian advertising a real estate company has delivered a communication so single-mindedly focused, the results of which can only be achieved off numbers, and the clutter-breaker approach further helps.

     

    Market and client feedback:

    Industry feedback has been immensely positive with rave reviews pouring in from all quarters of stakeholders, and business transactions have kept sales teams busy.

     

    Compiled by Shubhangi Mehta

  • Acid test from Pfizer as ideas@work win creative mandates for Gelusil Xtra Cool.

    Gelusil mandates for ideas@work

    By Shubhangi Mehta

    Ideas@work will be working as the creative agency for Pfizer’s Gelusil Xtra Cool, the agency has confirmed the news to MxM India.

    The incumbent on the business was Bates. The media mandates for them are handled by Mediacom.

    The new campaign will break in this quarter. The focus will be on television and highly targeted btl activities. The account size could not be ascertained at the time of filing the report.

    Ideas@work is a Mumbai-based boutique agency. The agency is the brainchild of co-founders and creative directors Zarvan Patel and Prashant Godbole. They handle brands like Reid & Taylor, Red Bull, Big Rock etc.

    Around the world, the Gelusil brand has become renowned for relief from an anxious stomach. Introduced in the late 1930s as a liquid and initially sold in a blue-glass wide-mouthed bottle, through its 70 years it has not only become a staple of medicine cabinets, but it has become a word associated with relief.

    Gelusil was created by the pharmaceutical company first known as William R Warner & Co. (later Warner-Chilcott, then Warner-Lambert) and was formally filed as a trademark in 1939. Warner was a pioneering pharmaceutical company known for the innovation of coating pills with sugar. Gelusil’s early slogan was “the different antacid” because it was both an antacid and anti-gas.