Dibakar Das Roy
Creative Brand Manager
The VCU Brandcenter
A diagram showing the different ways you can
take a look at my work, my interests and my
Campaign: Internship, Summer 2008
Target Audience: You as an agency.
Book & Resume
My interests, opinions My professional life and
and my work. my work on paper.
[Youtube*, Current TV*]
Who I am.
Where I am from.
What I beleive in.
*Youtube Link: http://www.youtube.com/watch?v=dyzzCne0rpY
*Current TV Link: http://current.com/items/88872381_youtoob
Dibakar Das Roy
300 W. Franklin Street, Richmond VA 23220 | 804 386 4973
Work Experience: [Marketing, Advertising, Production]
Saatchi & Saatchi New Delhi (April 2006 - June 2007)
Clents: Coca Cola and Sony Ericsson
Duties: Framing integrated communication strategies, and exploring executional
concepts in collaboration with the client .
Ideosync Media Combine New Delhi (November 2004 - February 2005)
Clients: BBC and UNAIDS
Duties: Production assistant on a documentary series spreading AIDS awareness
among college students in India.
Education: [Brand Management, Advertising & P.R., Literature]
VCU Brandcenter Richmond (August 2007 - Present)
Degree: Msc. Mass Communications
Concentration: Creative Brand Management
Indian Institute of Mass Communication New Delhi (August 2005 - March 2006)
Degree: P.G. Diploma
Concentration: Advertising and Public Relations
Hindu College New Delhi (August 2002 - March 2005)
Degree: B.A. Honors
Concentration: English Literature
Activities: [Social Service, Theatre - Acting and Production]
International Round Square Conference Earthquake Relief Project, Batoli (2002)
Description: Built earthquake resistant shelters for the affected village, Batoli.
President, Hindu College Dramatics Society (2004)
Description: Wrote and directed plays for the college theatre circuit.
Member, Yellow Cat Arts (2005)
Description: Actor and presenter for the performing arts company.
Skill Set: [Technical and Intellectual]
Microsoft Office Brand Management
IMS Software Client Management
(Researching syndicated databases) Resource Allocation/Budgeting
Adobe Creative Suite Business Writing
Google Adwords and Adsense Public Speaking
iMovie, Final Cut Pro (Editing) Media Planning
To be a brand emissary who is equally proficient at the various technological,
financial, technical and artistic disciplines that branding circumvents.
Sony AIBO Creative Brief Assignment Synopsis
Task: To re-launch the Sony AIBO
Essence: This assignment taught me
that a product’s failure is often caused
due to a misinterpretation of target
audience. This can happen when the
attributes of the product are not gauged
carefully, and tested whether they func-
tionally suit the target audience.
I discovered that the existing segment to which it was pitched at
(kids and families) did not have the technical abilities to get the best out
of AIBO. It was more than just a ‘pet’; having superior Artifical Intellignece
software, and requiring technical skills to get the software to perform well.
The AIBO gets better with
the amount of technical involvement and
investment you put into it.
New Target: ‘The Technophile’
Who is He?
The technophile sees most or all
technology as positive, adopting
technology enthusiastically, and
seeing it as a means to potentially
improve life and combat social prob-
What About The Technophile:
1. Technology is a challenge to him
2. Technology is also his best companion
How is this Relevant?
AIBO is a personification of the various roles that technology plays
in the technophile’s life.It is both challenge to him (because of the
sophesticated software involved) and is also a companion to him.
The Creative Seed:
“Dogs and technology, man’s best freinds.”
The Circuit City Firedog Project Synopsis.
Essence: Finding new uses of existing
technology to benefit consumers, thus
exponentially inreasing the accessability
of a brand.
The Brand:Circuit City’s Firedog brand adds a techni-
cal services extension to their existing portfolio of
consumer electronics goods.
Task: Increase interaction with the brand and
it’s perceived value in the ,minds of the consumer.
Problems discovered after talking to the consumers :
1. Awareness - Consumers were not aware of Firedog’s functions.
Many were also not aware of how it was exactly associated with Circuit City.
2. Time - Customers thought using Firedog’s services was a time-consuming affair
3. Cost - Many customers were hesitant to use Firedog’s services for smaller
services due to associated expenses.
Facts about the Consumer :
1.The Circuit City consumers spend time on the Circuit City website researching products they
wants to purchase. (31.2%)
2.The Circuit City consumer frequently shops online. (37.6%)
3.Of all the activities they use the Internet for, chat,
IM and other similar services were most commonly used.
(25.1%) [Source: Simmons Data]
Leverage the consumer’s online presence for
technology and communication related matters
to bring them closer to the Firedog brand.
The Firedog Video Diagnosis Service
A novel concept using popular technology (Skype),
that increases ease in communication and adds a
new dimension to online services.
The Firedog Video Diagnosis Service
The first helpline in the world that will use video chat as a
means to diagnosing problems and gaining assistance from
the experts. It will help save time, money and create awa-
renss for the Firedog brand. No other assistance service uses
this technology at present.
1.The Firedog Video Diagnosis Service in partnership with Skype,
(software that allows users to communicate with each other via
video chat for free.) This will be made a unit of the Circuit City
2.The Firedog helpline number will be made a regular feature on
the Skype software interface, giving anyone who downloads the
software exposure to Circuit City.
1.Awareness – Greater awareness due to unmissable presence on Circuit City
homepage. Awareness will also increase as the number of Skype users increase.
2.Time – The Firedog Video Diagnosis Service will benefit consumers who are pressed
for time and do not want to wait for the Firedog service to reach their homes. It will be
able to give them on the spot guidance, where, by seeing what the problem is through
the video chat service, the Firedog crew will be able to diagnose and lead the
consumerthrough the necessary steps required in solving the problem.
3.Cost – As the software is free, it will save Circuit City a lot of money spent in
fuel and labor costs associated with sending Firedog members to different areas.
It will also encourage people who were till now reluctant to call Firedog and use its
services, since the cost of services rendered will be much lower due to the savings
on transportation and labor costs.
Pet Project (Digital Anthropology)
The 21st Century Anti-Brand.
In this synopsis of an ongoing project that I am working on
outside the school curriculum, I will outline a ‘digital’ brand
of the 21st Century, and its cultural relevance.
Brand Positioning: Sharing is caring.
Brand Values: Standing for the right to copy.
Description: A Bittorrent search engine that facilitates file-sharing between
Why is this brand important: The organisation behind this Swedish
site, Piratbyran, is the first body to openly contest the right to copy files.
Their vision is to make file-sharing on the internet a legal phenomena. Their
argument - copying is a natural digital and neurological process, especially in
this age of technolgy when the cost of reproduction is virtually zero.
Brand Valuation: Worth millions of dollars in music, software and other
digital information that is being traded for free, but casing losses to their
Legality: File sharing is illegal. The site was shut down for three days
last year, but since they are not hosting any content on it themselves, but
merely playing a connection between two file sharers, they are protected
by the law. They are as legal as Google. Piratebay can not be shut down.
Implications: As web sites such as these expose the nearing obsoletion
of traditional copyright laws, they will affect changes in business models,
as can be seen in case of the music industry and the struggling record
labels. The changes will also be felt on the part of software developers,
the movie industry and image banks such as Getty Images.
Conclusion: Piratebay is spurning a cultural movement all across the
world where people on the net are beginning to fight for their right to
copy. This larger brand is facilitating file sharers all across the world to
connect on a common ideology, and is breeding a base for 21st century
digital philosphy. this could have a radical impact on our ecnomies,
making Piratebay one of the most important ‘anti-brands’ of the century.
Essence: Technology is changing our
philosophy towards intellectual property,
and this movement is being spurned by
a website/brand that stands for this
right to copy. This brand is now branch-
ing out to other spheres of society such
as politics and fashion, powered by its
Piratbyran (The mother brand that is spurning this movement)
Piratpartiet: An actual political Kopimi Clothing: To stand for ‘copy
party that has sprung up in me’, this clothing brand released by
Sweden. It’s agenda, file sharing on the same organisation is selling out
the Internet being legalized and the in Sweden the moment it hits stores.
right to intellectual property. Why? Because it represents an
ideology that is relevant to the
people; that of the freedom to copy.
Their target audience, file sharers all
over the world.
Thepiratebay.org: The website that is leading this cutural
and ideological paradigm shift by facilitating file sharing
worth millions of dollars, every day.
A chart showing how the ideology of this anti-brand is spreading to different
spheres of life such as politics, economics and fashion.
Creative Thinking Assignment Synopsis
Bring the Pogo Stick back to cultural relevance whether in
the present form or modified.
Due to the prevalence of other means of entertainment, digital or real, the
pogo stick is now looked at as a thing of the past. The only people who still
use them are people who have been able to adopt it as an extreme sport, a
very niche segment propagated by brands such as XPogo.
Children of all ages!
What are they doing now?
Their most favorite activity is video games. (Average time spent gaming – 10
hours a week) [Juniorsenior Research]
What is the functionality of the pogo stick?
It lets you jump around.
What is the biggest recent trend in gaming?
Active gaming. Controllers such as the Wii and games such as Guitar Hero, add
an experiential dimension to gaming, and are becoming increasingly popular.
How do we make this relevant to the pogo stick?
The jump is a common and important action in video gaming, but no product
has yet reciprocated the experience of jumping around in the virtual world.
‘Jump Stick’ controller for active gaming. A pogo stick adapted with the
motion sensor technology found in controllers such as the Wii remote.
After doing research on third party developers for Wii controllers,
I found out that developing this controller is possible, because the
software that makes motion sensing possible already exists. It
has to be modified and fitted into a pogo stick. There are also
developers that can be contacted to do the job.
There is a huge market for third party accesories developed for consoles
such as the Wii. The industry is already flooding with various accesories that
add to the experience of active gaming, some only aesthetically but some
experientially as well.
Essence: Product modification.
A gaming remote made out of a pogo stick, modified
with available motion sensor technology, that lets you physically
jump in video games.
Product Proposal: A motion sensing video game controller modified into a
pogo stick attached to a base. Lets you jump around in the virtual world
Patents recently filed for by Nintendo
for the Wii. They have not yet devel-
oped them yet, but are hoping to
modify a bike into a Wii controller,
and also a teddy bear!
[Source - 22hundred.net]
Graph showing the exponential growth in the gaming industry, especially
after the appearance of active gaming in the industry.
A probability tree for revenue approximation:
The figures are based on sales trends in the industry. While considering
partnering with the Wii, best and worst case scenarios were taken from
the sales figures of existing Wii remote peripherals. [Best Case scenario-
Wii Fit (1,000,000 units sold in the first month in Japan), Worst Case
Scenario - Wii Zapper (232,000 units sold in the first month)] [Source -
Discussion Guide Synopsis
One of the projects that I am currently working on is the action sports brand X,
which include X Games, EXPN.com and the X Games gear and apparel for
This discussion guide was prepared for our focus groups which we
conducted to get direction on what the brand’s percpeived values are
in the minds of actions sports participants and fans, and what
direction the brand should take.
The focus group participants were action sports practitioners who had qualified the
screening process (i.e. they practiced at least one of the events listed in the X Games
Our first round of questions were to get introduced to everyone in the focus group.
The following rounds probed into their general interests and their interst in action
The next few rounds got into the lifestyle and the community of action sports and
questioned the participants on their own experiences and perspectives.
We then asked for their opinions on action sports competitions and thereafter
tested some benefit statements for the brand that we had hypothesized.
We then ended with a closing exercise that tred to determing their perspetive on
where they thought action sports was going.
Diagrammatic Representation of the Exercise
The exercise was
all about checking
the action sports
response to stimuli
when it came to the
ideology they held
true to, and its
relationship with X
X Games Discussion Guide
Introduction: Allow 3 minutes
Acrodunk teammember asks each participant as they arrive
“What does ‘X’ mean to you?” This will glean connections to
the actual letter X and also set the stage for more abstract
thinking among the participants.
Moderator introduces self. The discussion today is focused
on action sports.
The objective of this group is find information about action
Focus Group Objectives sports, your participation in the sport.
Please speak freely and openly with your answers. You will
not be judged on any of your responses, we simply want to
gain knowledge from your experiences. You may also ask
for clarification any questions or subjects being discussed at
We ask that you also turn off your cell phone for the duration
of the session.
General Interests: Allow 5 minutes
The questions in this section Ask participants to go around the Provide participants with a
aim to establish a connec- room and introduce themselves. “bio sheet” asking for their
tion with the participants, favorite band/singer,
make them comfortable and movie/TV show,
get a conversation going. At book/magazine/website,
the same time, the questions favorite action sport, and
in this section aim to get a 3 adjectives to describe
holistic view of their genera- their generation (from
tion and what their values word list).
and ideologies are, so as to
be able to correlate it to all
the activities that they
General Action Sports Interest: Allow 3 minutes
This section aims at finding If you were to have to Group Activity: Each
out how the sport itself explain what an action sport person individually defines
spreads amongst people, what was to someone, what would action sports on a piece of
its main attractions are, and you say? paper using the
what are the various nuances think/feel/say exercise.
that make people choose the Allow only one minute to
action sport that they do. It write to gain immediate
also tests their level of thoughts.
involvement and the problems
if any, faced by them in the Allow each person to
pursuit of the sports. define action sports.
Action Sports Lifestyle: Allow 7 minutes
This section will allow us to Does action sports have a lifestyle
gauge how involved their life- behind the individual sport? Talk
style is to action sports. about it.
Does action sports have one cohe-
sive lifestyle or do they change
from sport to sport?
If one lifestyle, describe.
If more than one lifestyle, how are
they different? Are there any con-
nections between them.
Do you fit your description of the
lifestyle? Why or why not?
Action Sports Commuity: Allow 10 minutes
This section aims at finding What are your thoughts on the
out how exactly news about action sports community as a
the action sports community whole?
spreads around, and how
Do you feel you are a part of this
involved in the community
people participating in action
sports are. It also gauges the How prevalent is this community in
impact of standards set by the your life outside of participating in
community on their lifestyle the sport? Does this community
and probes into their aspira- have any affect on you outside of
tions towards the sport. your participation in the sport?
Action sports Community (contd.)
Who/What has the biggest influ-
ence on action sports?
How do you learn about what’s
happening in the world of action
sports? Is it a local or national
Do you feel action sports are main-
Is this a positive or a negative?
Will this ever change?
Action Sports Competitions: Allow 7 minutes
What competitions come to mind
This section asks their views
when they think of action sports?
on competition in the field of
action sports. It tests the General thoughts on action sports
presence of the brand X in and competitions.
their lives, and finds out what Do you think competitions are a
position it occupies in their negative or a positive for action
What are you thoughts on the X
What does the brand X Games add
to action sports?
Closing Exercise: Allow 5 minutes
To determine their thoughts If you were able to write a post- Group Activity: ask partici-
on the path that action sports card from the future what would pants to work together to
is going. you say about the state of actions write their message while we
sports. Discuss. discusses any final business.
Thank you. We hope you enjoyed the pizza!