This document describes the narrator's journey as the "Chief Creative Inspector" overseeing three advertising campaigns in 2013 that caused marital strife. The campaigns included: (1) launching a new TV channel called AND Pictures using crowd-sourced movie scripts, (2) creating a citizen governance portal called DNA to engage Indians ahead of elections, and (3) a New Year's campaign for Signature Selfies encouraging youth to share bold selfies online. While professionally successful in conceptualizing and executing each campaign, the narrator acknowledges the toll it took on their personal life and marriage.

1. E.6
Creative Person of the Year

2. Who am I?
Chief Creative Inspector
COPy Branch
Andheri East
Disclaimer:
THE FOLLOWING IS A DRAMATISATION OF MY REAL-LIFE STORY AND HAPPENED IN 2013.
I PLAY THE LEAD PROTAGONIST. YES, THE “CREATIVE DIRECTOR -COPY” OF 3 THRILLING CAMPAIGNS.
ANY RESEMBLANCE TO ANYTHING REAL IS PURELY INTENTIONAL.

3. My Journey
From Happily Married to Almost Divorced

4. Once upon a t1m3
All was August @ home.

5. When I dived headlong
into Zee curious case of And Pictures

6. The case file was interesting
The M.O.T.I.:
Mission:
Launch a new channel called
AND PICTURES:
for Movies & Gossip & Behind
the Scenes & Songs & Much
More.
Target:
The SMARTPHONE generation
who are not only grounded in
Indian values, but want to
experience an international
life! NEEV AUR UDAAN….
Idea:
Creating
India’s first Crowd Sourced
Movie Script and shooting it
simultaneously in
Just 5 Days!
Objective:
1) Make “&” synonymous
With the channel
2) Establish that the channel is
more than just pictures
( movies)

7. & what followed was utter madness
Click on the IMAGE above to see what caused my first
BIG MARITAL MAHABHARAT.

8. So we made a
OLD SCHOOL MASALA POTBOILER
with NEW AGE techniques!
NEEV and UDAAN
http://andpictures.awardsub.in/
Check out the website
My ROLE: Producer for the Campaign, wrote the copy and lead the social effort.

9. Thanks Bollywood…

10. Then I had to brace myself
WINTER WAS COMING!!!
And with it INDIA’s BIGGEST GAME OF THRONES - the elections.

11. Before that we had to launch
India’s biggest citizen governance portal for DNA

12. While I was excited I got the case
My vacation plans bombed and my Wife took my case,
royally!

13. The case file was interesting
The M.O.T.I.:
Mission:
Launch a pan india (543
constituencies), hyper-local
community for citizen
governance.
Target:
Each and every netizen of
India across I,II, III tier cities,
small towns, rural areas
esp. Socially conscious ones
Idea:
A 15 day multi-lingual
campaign, that asks people to
find out their Citizen DNA and
volunteer for their locality
Objective:
1) Launch the portal
2) Create Awareness in 200
constituencies.
3) Get Volunteers to work for
the communities

14. We wanted INformed INvolved INdians
And so I named it “I AM IN”

15. We created simple hooks
Get involved Stay informed Time to act!
Click on the IMAGES to watch the videos

16. The destination asked you to
Pledge “I AM IN” and tested your Citizen DNA
http://volunteer.awardsub.in/
Click here to experience it.

17. And ofcourse, the response was
overwhelming!
Taking on the Multi-lingual challenge and acing it was nice.
http://youtu.be/hCOUlFoCiRM
Click to see a quick walk through.

18. How I was INvolved?
Lead the team – concept and execution,
wrote copy in 2 languages and made the videos

19. Then I sent my wife a MEME
Keep Calm and plan for a New Year holiday

20. But as soon as I did
I got a new year brief
and I knew I can going to lose mine!

21. The case file was interesting
The M.O.T.I.:
Mission:
A new year campaign for
Brand Signature to end the
year on a high and enlist
people on USL’s Lifestyle
portal.
Target:
Young adults from Tier I, II
cities in the country, who
aspire to live it up and live a
more glamorous life.
Idea:
Be the first brand to claim the
Selfie and make it more
appealing. And hence was
born the Signature Selfie!
Objective:
1) Strengthen the association
of Signature with Style.
2) Create a buzz in the digital
space for the brand.

22. We got in the expert
And created content on how to click a
SIGNATURE SELFIE

23. We created the perfect Selfie app
With specially designed Kasby features, gave tutorials
And launched a nation wide hunt for the most
BOLD, GLAMOROUS, STYLISH SELFIES.
http://youtu.be/N_IxTpWb3-A
Click above to view the Case study

24. 14599 Selfies from across India
Was enough to tell us that we had
Caught the pulse of the nation!
http://signatureselfies.liveinstyle.com/
Click above to view the microsite and entries

25. And what did I do
Besides spoiling my New Year plans with my wife?
Product conceptualization, Scripting and executing the videos
lead the copy and the social effort.

26. So while I had a
great year professionally
I wasn’t very creative in making my wife happy.
I don’t know about the award, but might just WIN a Divorce!