2. There are more mobile phones in the world than there are televisions. If we show TVCs on mobile screens we hit bullseye on our TG. And if we give a free call to the user for watching an ad, we have created a brand new medium. Mobile phones are used more in the villages than the cities. The illiterate, impoverished old man in the
hinterland needs a mobile to talk to his son who has gone away to the town in search of bread. The old man cannot read but he loves music. So let us create some music and we will sell a lot of mobile connections. Mr. Agence guy, good that you can talk to the village idiot but I need to invite the who’s who of the steel industry and
introduce them to all of my 9 divisions. Ok. So your story is that the who’s who should see you at Delhi. Now this small story can have 9 chapters and it can be told in 9 different ways. Your invite becomes your brochure and your brochure becomes your invite. Brochure = invite = brochure = invite = whatever. You get the idea. But there
are more ways to invite sales. If you have a car that people do not want to buy, you need to tell them a different story- even if you have to travel a million miles to reach the customer. And if you do travel a million miles to tell your story, the story better be damn good. And what is a good story if it is something as drab as a brand key
:( nobody and nobody has ever sat through a brand key....i mean who does? A lot many - if the story is good and is being told by scribing that looks like anybody could draw it! And when the graphics complement the script with humor, you have ‘em hooked! VOILA! They sit thorough the brand key! Can you make them sit through my
research findings too? No, not if it runs in 120 pages of PPT slides....but if I say everything that the 120 slides want to say in 3 minutes? Look who’s watching the research presentations now! With Lux we learned another way to present research findings is through beautiful movies. Oh what a mesmerizing way to tell a story! And what
if I wanted more people to see my stall in Barcelona and San Diego? A clever line on a tee with a beauty does the trick. Eyeballs do not come any cheaper!!! WOW Barcelona and San Diego! Do you have anything for Paris too? Sure, we have wonderful stories told in real time by Wikitravel on Paris, Chicago and Singapore! But there
are heart rending stories nearer home, stories that could start revolutions...not the bloody ones but the benign ones....stories that must be told to the world. That is why we make films on a nondescript village of Thesgora. Stories need to be amplified and told in as many ways as there are people who need to be reached. We draw and
animate and sing to make Paanch Waqt a movement. The story of our story telling would fill pages upon pages, but we leave you to flip through a few pages and discover what storytelling can do....storytelling that some people call brand communication, some advertising....we call it fun. Oh! the stories that we tell!
3. We tell brand stories.
We find communication solutions and weave
them into words and forms that create beliefs.
When we have a story, to hell with the facts
and damned be the medium.
4. featured stories
m-adcalls
Tech/Concept/Video/Presentation
A mobile app that displays a pre-roll full
motion ad on the small screen
Airtel Music
Music/Branding/Activation/Sales
How we changed Airtel’s rural fortunes
through regional music
ArcelorMittal Invite cum Brochure
Concept/Design/Print
An invite that is also a brochure; or is it a
brochure that is also an invite?
2 Million KM with Tata Motors
Concept/Activation/Music
Tata Motors rural activation. The
longest running road show in India
Lux Fragrance and Femininity Video
Video/Presentation
A beautiful take on research video for a
beautiful brand
Lifebuoy Brand Key
Concept/Scribing/Video/
Presentation
For the first time in the world a no
jargon brand key that is fun to watch
Quantum Findings
Concept/Animation/Video/
Presentation
Lifebuoy Brand Equity Results presented
beautifully in brief
Astute Tech Branding
Concept/Print/Activation
Clever copy on a tee draws huge
eyeballs
Cardamo, World’s first organic
mouth freshener
Packaging Design/Strategy
A study in packaging design
Wikitravel Travel Guides
Print Design
Beautifully designed travel guides for
automatic printing on demand with
dynamic content from wikitravel.com
Lifebuoy Documentary
Film
Stories from the little village of
Thesgora, that moved the UN
Lifebuoy 5 Waqt
Animation/Digital/Music/Activation
Start of a brand new communication
with a well rounded approach
integrating animation, digital and
activation with one compelling song as
the backbone
5. of happy mobile
subscribers and happier
advertisers
The world has more mobile phones than
TV sets. Somebody just had to port TV
ads onto the smaller screen. We did!
We launched the world’s first full-
motion-advertising platform on mobile
phones in association with a mobile
partner.
m-Adcalls, as the platform is called,
shows full motion ads, TVC if you may,
on mobile screens and in return credits
a free call to the mobile consumer. It
can as well credit free SMS or even VAS
downloads in lieu of watching ads.
We created this win-win-win world on
top of existing tech. m-Adcalls gives
advertisers unprecedented reach and
targeting, and that makes Unilever
very interested because their ad buck
now wins more eyeballs. The mobile
subscriber is all too happy giving his 10
secs before a call because it wins him
free calls; and who minds that. The
mobile carrier is happiest of all because
m-Adcalls has won him a brand new
revenue stream that is a buoy for his
ever sinking ARPU.
Tata DOCOMO, Airtel, Micromax,
Unilever, Hungama and numerous
others have won with m-Adcalls.
6. airtel rings in a
different tune in
rural markets
Has it ever occurred to you that the beautifully typeset
brand-names may appear only as lines and circles to their
audience! That is what happened to Airtel in rural Central
India. Their subscribers knew only two mobile service
brands -- the red one and the yellow one. They could not
read anything. That the logo was done in English meant
little, they wouldn’t have read Hindi either. How do you
make this audience demand for ‘Airtel’?
They can not read, yes....they sing a lot...more yes. This
insight came when we saw several groups dancing by
the roadsides in a drive of just about 100 kms. If we can
create music that is set on local rhythms and touches
local sensibilities in their own dialect, it will connect! From
there the journey was simple. We created full albums
of regional songs with Airtel and the brand message
discreetly but centrally tucked into the song themes. We
distributed these music CDs in Haats through activations.
The music caught on!
Soon the CDs were being copied, the songs were being
downloaded on mobile phones from local mobile shops;
and subscribers were paying the mobile shops to do this!
The activation and the program is long over but Central
Indian hinterland is still abuzz with Airtel music without
the brand having to spend anything any longer. More
importantly, the songs gave the sound to the symbol.
Villagers now ask for ‘Airtel’.
You too could dance to the tunes at www.theagence.com/
rural/heat-dust-and-subscribers/
7. a small brochure or a big invite
The biggest steel company in the world wants to announce its arrival in
India, and introduce all of their nine verticals, and invite prospects to an
exhibition too! Phew! A lot to ask from one doc. Not really. Here is the
doc beautifully produced on finest of the papers.
Invite or brochure? You decide.
8. We Have Traversed Over 2 Million Kilometres Of
Rural India In 3 Years Showcasing Tata Nano
Have Generated Over 350,000 Enquiries And Met
People In Over 25,000 Towns And Villages
9. CHOOSES FOR THE OCCASION
Forest Fresh
MYSTERIOUS
Aqua Fresh
COOL STRONG
Lemon Fresh
VIBRANT HAPPY
Dew Fresh
PURE SUBTLE
Flower Fresh
SOFT GENTLE
Fragrance & Feminity
WONDERFUL
Fragrance & Femininity
luxlearnsmoreabout
fragranceandfemininity
When you are a brand promoting fragrance, beauty, class
and more importantly, a sense of feeling good about
yourself you know you are on the radar of the fairer sex of
human race.
Lux is not just a beauty brand, it is a household name with
a legacy of decades. And yet it remains on its toes when
it comes to understanding a woman, how she relates with
fragrance and how it impacts her femininity at different
stages of her life.
Indeed they are good at research and the team does come
up with compelling facts and figures. But this is where the
challenge lies. You can come up with facts and figures but
femininity and fragrance cannot be expressed in numbers,
nor can it be summarized in 70 odd powerpoint slides.
It can only be told in a story with emotions as strong
as femininity itself. We did a 3 minute video bringing
all research into it using a language which an 8 year old
would comprehend. Is it that easy? hell no. Is it challenging
enough? Else why are we here :-)
10. REASONS TO BELIEVE
INSIGHT
THIS IS A CONSCIOUS
MOVE AWAY FROM
THE “ GERMS ARE
EVERYWHERE”
TYRANNY THAT THE
HYGIENE CATEGORY
PERPETRATES
ON CONSUMERSTO A MORE AUTHENTIC REAL LIFE
VIEW OF HOW GERMS ACTUALLY
BECOME VISIBLE
CONSUMER’SLIFE
ROLE OF SOAP
THEREBY IT ELEVATES THE
ROLE A SOAP CAN PLAY IN
THE CONSUMER’S LIFE
ON BEHAVIOUR CHANGE
ANY SOAP
WILL DO...
NAH! I NEED
ONLY LIFEBUOY
DISCRIMINATOR
COMPETITIVE ENVIRONMENT
...and who wants to watch a brand key...ever? This not very
unique question haunted Lifebuoy when they approached
us. Did they approach us with some trepidation? Perhaps
yes. Did their fears of another failure at making an ineresting
brand key come true? You bet not!
We crafted beautiful hand drawn visuals, with excellent
humor, and drew them by hand under camera. Seemingly
simple drawings being drawn by hand endeared the audience
and the humor made them watch it again and again. :)
a “watchable” brand key
11. What
can we
do with a
300+ slides worth
of market research
presentation? A lot!
Actually, a lot less!
Lifebuoy brand equity research
by Quantum found voice with our
presentation that said everything that was
worth listening and knowing in a video that was
a little over 5 minutes. We make our presentations
a bit less like management speak and a lot more like
human talk...
Research presentations, too, can be
interesting
12. calls to people you
MAKE
FREE
for
anywhere in the world
I can help you
We may not be suscribing to
every thoughts of a certain ‘O’
but yes humor does sell
A little twist on a tee message at San Diego
does the trick for Astute systems. Their app
makes calling free...our messaging gets them
free eyeballs. Fun!
13. Cardamo is a 100% organic mouth freshener that we
believe is one of its kind brand in the world. We have
the business strategy ready, if you think you’d like to
make your billion through this, let’s talk!
Let’s talk cuz that’s what people do all the time and
while they love to do all the time what they love you
can make them sound sweet and sugar coated. If not
let us help them present their ideas afresh before bad
breath makes them sound stale. Let’s talk cuz no big
idea should be orphaned come what may. Cuz when
oppurtunity knocks you shouldn’t have other designs.
opportunity meets
design
14. where do you want to go today?
Never a bad idea to read. Neil Armstrong did before landing on
moon and so can everyone. Wikitravel already big Online but
wanted to create a tangible presence with people who follow
them. A great simple guide and trivia about places one could
visit and indeed a beautiful souvenir to keep.
These guides are designed to take content automatically from
the Wikitravel website and be ready for ‘Print on Demand’ in
no time. Designing this was as much a creative challenge as a
technical and standards one.
We are happy that we get grateful acknowledgments from the
international Creative Commons fraternity for a job well done.
15. changing
behaviours, one
hero at a time
Lifebuoy runs a behaviour change program in schools and
villages. Our short documentary based on the life of Mayank
has brought the spotlight on the program internationally.
This documentary and its hero, Mayank, has done more to
spread the message of saving lives through hand washing
with soap than most other mediums.
Mayank, a small boy from an obscure village, became the
mascot of the program bringing recognition and awareness
at the highest level including the United Nations General
Assembly. The film has been screened at the UN, at Cannes,
as well as on the popular TV show KBC.
16. move over
doraemon, It’s time
for paanch waqt
What good is a story if it cannot entertain its TG. Lifebuoy School
of 5 film gets a local flavor replete with a song titled 5 waqt. It
teaches kids the importance of washing hands at 5 key occasions
and makes it sound cool. For us, the adult kids, it does put a smile
on our face. It’s an initiative by us which is being introduced into
the Lifebuoy school of 5 program.
The 5 waqt song has been translated into several languages. The
creative itself is the beginning of a much broader strategy that
we have designed to take the program effectively to the masses.
This video will be the pallbearer of activations and competitions
across the country.
In a 360 degree approach the idea is being magnified online with
a 5 waqt website that will encourage students to make their own
versions of the 5 waqt dance and upload. The website will also be
the resource center for activations and programs in schools.
17. practices & leads
Master story teller with a
penchant for the unusual
perspective. A post grad
in advertising, Vincent
brings over a decade of
experience with him. His
prose are magnificent yet
meaningful
Corporate Comm
Vincent
Rohan
Movie Editing
Rohan and his team edits
movies. With a precision of
a surgeons scalpel, Rohan
weaves beautiful movies that
evoke emotions and leave
the audience spellbound.
His excellent aesthetics are
of no less importance that
lets him contribute to many
other practices especially in
graphics
Aroonoday
Motion Graphics
Arun has a keen sense of
timing and motion. A stickler
for detail and perfection,
Arun has expertise over a
range of motion graphics
technologies. His command
over 3D visualization and
special visual effects give his
art a wholesome expression
The social media bee, Neha
has spearheaded many social
media initiatives for Deloitte
before deciding to head our
Social Media initiatives. An
MBA in marketing, Neha has
deep insights in social media
activations. She is an ace
content writer too!
Social Media Campaigns
Neha
Naman
Animation & Web
Naman is a post grad in
visual arts. He is an expert
illustrator of cartoons
and has amazing sense of
character movement. Naman
is capable of visualizing and
narrating animation stories
single handedly. He produces
world class 2D animations.
His other specialty is
developing animations for
deployment over web
Alok is a Hollywood import.
A high end VFX and AR
artist, Alok has been trained
at the Vancouver Film School
and has cut his teeth doing
special effects for legendary
movies including Beauty
and the Beast, The Legend
of Sarila and Immortals. His
latest fascination is with
Oculus VR
VFX and Augmented Reality
Alok
Manmeen
3D Visualisation
Manmeen makes 3D models.
She with her team is capable
of blurring the line between
artificially generated models
and scenes and the reality.
Her expertise is in modeling
as well as texturing, lighting
and shading of scenes
The custodian of our BTL
practice, Anil commands
a humongous team across
India. His insights into
practical activations in
distant nooks and crannies
makes for effective and
efficients ops that produce
tangible results for our clients
Activations
Anil
Neha
Servicing & Social Media
Neha brings to you what the
studio produces and takes to
the studio what you want her
to. She has rich experience of
interpreting client briefs and
is the effective bridge that
lets us produce exactly what
helps you
An IT Engineer by training
and by profession, Ashish
has served IT companies in
the US for a long time before
he decided to head back to
the country. He is a regular
contributor to IT forums and
is a speaker of the NASSCOM
circuit. His technical prowess
is well matched with his
ability to lead his team of
techies
Web & Mobile Phone
Technologies
Ashish
thank you
ServicingFull Service Creative Associates
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