Some examples of how I tackle briefs…

The Brief Create a platform idea for Samsung Notebooks that can be

leveraged throughout the year and used to show key

differentiation from competition. Starting the campaign with

the launch of Samsung ATIV hybrid notebooks

Thought Starter The market is only talking about the „What‟ & „How‟ –what

is the product and how is it different. With a commoditized

market, such reasons fall flat. How about telling the „why‟ –

why do you need a Notebook? This brings an even greater

opportunity to create conversations.

Creative Solution In search of the „why‟ we need a Notebook, I came up with the

thought of „Breaking Free‟. With a Notebook by your side, you

can Break Free from your desk. Thanks to the long battery life

and lighter weight, you can even move outside your routine

and still deliver outstanding work. Hence, the platform idea

Break Free with Samsung Notebooks.

Implementing Platform Idea We started the campaign by asking people to „Break Free‟ and tell their friends what they should „Break Free from. With a whopping 450,000 impressions and 195,000 resolutions sent, we have been able to create quite a buzz around Samsung ATIV

Implementing Platform Idea In the second phase of the exercise asks people to Break Free and let their heart out for a loved one in this App. The App has generated 433,000 messages and more importantly helped people break free from their inhibitions in expressing love

Implementing Platform Idea To showcase how Samsung is ready helping you Break Free, we created a customized video where Advocate BreakMilaNahi would fight your case and help you Break Free with Samsung ATIVs and other cool prizes https://www.facebook.com/NovaAppsTesting?sk=app_426682687427137

Customized Video

YouTube Teaser

Replicating the Platform Idea across platforms

GDN Banners

Replicating the Platform Idea across platforms

Micro-site

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

Replicating the Platform Idea across the category

Touch & Type Notebook Banner

The Brief Provide 5 branding options for a set of learning series of

six EDMs created for Sales Executives selling Printers

Thought Starter It all began with a question:

“If I was a Sales guy, would I read features of a product

someone else would use?”

Creative Solution

First, I created the 5 branding options.

Then wrote a concept note as option 6. Where I suggested we

create a series of eDMs revolving around the lives of two

Salesmen, Simpu and Smarty.

Once I did that then I extended the idea to a year-long learning

program. Showed how I could create a Sales Incentive &

Rewards Program, Cool Merchandise, and even a physical

Learning Kit Comic Series that could change the way

Executives learn. And to promote all this many on ground

activities too!

Implementing the thought The client obviously loved the thought and so the

story about Simpu & Smarty began. This was how

we introduced the two to the audience.

Results We were half way through the pilot project and the

client wanted to present this idea at the Global

meet as an innovative solution by Samsung India.

The Brief Create a landing page and banners for an offer. All we had

was this artwork of a Voucher. Our only source for all

information.

Thought Starter The idea came to life with the line:

“Samsung Cameras are ready to take you places”

Creative Solution

We wanted to take the user out on a journey, right from our

banners. Create an experience instead of just an offer page.

And that is exactly what we did.

Implementing the thought The banners used stop motion animation while we

executed a parallax design on the microsite

Results Well the client said we went beyond his expectations.

Using the concept, Newspaper Ads and On-store

Collateral was also created.

The Brief Create active conversation points on a daily basis with

almost dormant Delhi Daredevils page.

Thought Starter To really connect to the fan base, the Delhi Daredevils

needs to talk to them regularly, and not only during the

season.

I thought, we have 33 players, all from different

backgrounds and different countries. Why can we not go

ahead and talk about these players until the next IPL?

Creative Solution

From a dearth of opportunities to engage, we had umpteen

conversation points to interact with the audience. The idea

clicked and every other IPL team now follows our footsteps.

Results The interactions resulted in a whopping increase in

fan base from 38,749 to 7.75 Lacs and counting.

Even the talking about peak at 89,487 people when

we started at just 768 people.

Pre-season During IPL

Post IPL

The Brief dishTV came up with the first Mobile App that lets users

watch TV on a mobile. The problem was that the App was

paid and needed a dishTV subscription.

Thought Starter With a plethora of FREE TV streaming apps, dishTV

needed some hard hitting communication to really break

the ice with the young and mobile audience.

Creative Solution We went all-out contextual. From Geo-targeting to

Facebook memes and YouTube innovations, our

campaign was out there, in your face.

Near toll

Pre-login

Creative Solution We went all-out contextual. From Geo-targeting to

Facebook memes and YouTube innovations, our

campaign was out there, in your face.

Creative Solution We went all-out contextual. From Geo-targeting to

Facebook memes and YouTube innovations, our

campaign was out there, in your face.

Creative Solution We went all-out contextual. From Geo-targeting to

Facebook memes and YouTube innovations, our

campaign was out there, in your face.

Creative Solution We went all-out contextual. From Geo-targeting to

Facebook memes and YouTube innovations, our

campaign was out there, in your face.

Results dishTV saw a phenomenal response

of over 1.2 Lakh downloads in just 20

days from the launch of the service

Geo-targeted Mobile banners Memes

The Brief Congress, under the leadership of Mrs. Sheila Dikshit had won three State elections consecutively. In her 15 years, Delhi had truly become a world-class city. The only chink in her armor were the recent Nirbhaya Case, price rise and corruption infested Central government. All these issues were already on the agenda of the Aam Aadmi Party.

BJP wanted us to come up with a strong ad banner campaign that not only hits Aam Aadmi Party but also ensures that the relatively fresh face of Dr. Harsh Vardhan becomes the obvious alternative to Mrs. Sheila Dikshit

Thought Starter The client had already conceptualized the Digital Campaign

thought as „Delhi Deserves Better‟

Our task was to envision how the banners would talk to the

audience

Creative Solution

Our banners ran across platforms, across

genres. It was a complete BJP blackout

Creative Solution

Our banners ran across platforms, across

genres. It was a complete BJP blackout

Results BJP Microsite that we created got more than 20 Lakh hits and the banners were appreciated by

news forums and general public alike. Most importantly, the BJP won 32 seats, the highest

amongst the contesting parties. http://en.wikipedia.org/wiki/Delhi_Legislative_Assembly_election,_2013

About me Started my career teaching Mass Communications and writing the College

Ads for Chandigarh Polytechnic for Women, Chandigarh (2002 -06)

Joined the Marcom Department of the largest conglomerate of Business Schools & Professional Colleges undertaken by Rai Foundation (2007)

Worked at Wunderman India – created by the Father of Direct Marketing Lester Wunderman (2007-2009)

Worked at Iris Worldwide – one of the few Independent & truly Integrated Agencies of the world (2009-2011)

Worked as Creative Group Head – Interactive at Cheil Worldwide (2011-13)

Presently working as Associate Creative Director at Interactive Avenues (Since August 2013)

Prashant Gandhi