Portfolio

My first television commercial, currently on air successfully across India, in seven languages.

Brand: Moov (Parent company Reckitt Benckiser)- back pain relief ointment

Creative idea: In their past communications, Moov had always portrayed women as those who are only meant to do chores and nothing else. They now wanted to change the traditional Moov woman and make her look more modern. Hence, in this commercial, I chose to show her as someone who is still responsible for getting things done around the house (like her preparing lunch) yet, she has time for some fun and romance with her husband. The game of Statue and Move was used as a creative device. The game communicates how a backache can stop your happy moments. Moreover, the word 'move' reinforces the MOOV branding.

SHORTLISTED FOR EFFIES 2014 for 'The most effective communication' Category

The Moov television commercial was the week's best advertising according to Brand Equity.
"Presenting this week's best and worst of Indian advertising, judged by our consumer panel. A young couple enjoys a game of cat and mouse at top of the charts thanks to a pain relief salve."

"This commercial probably received a few 'Aaaww's'. Two married twenty-somethings enjoy an idylic marriage-he watches cricket on the telly, she makes lunch and serves up a feast. The romance is still alive, even after a kid, except for a niggling pain in the back that threatens to spoil the fun. That's when the brand arrives and saves this young marriage from the deluge. Our panel approves."

Copy: I inked my dad's uniform and still got the will in my name!
Forgive Mistakes

Brand: Vanish (Stain remover)
Creative Idea: Stains are usually unintentional and accidental in nature. Hence, Vanish removes the toughest of stains so that nothing is spoiled.

Copy: I dropped mustard on mom's heirloom sweater and still got a gift from Santa!
Forgive Mistakes

Brand: Vanish (Stain remover)
Creative Idea: Stains are usually unintentional and accidental in nature. Hence, Vanish removes the toughest of stains so that nothing is spoiled.

Copy: I spilled communion on his white robe and still went to heaven!
Forgive Mistakes

Brand: Vanish (Stain remover)
Creative Idea: Stains are usually unintentional and accidental in nature. Hence, Vanish removes the toughest of stains so that nothing is spoiled.

Copy: If only it was this easy to silent your washing machine.

Brand: LG Washing Machines with Silent Technology
Creative Idea: If you don't want to be disturbed, you keep the receiver off the phone. Sounds that some washing machines make are disturbing and there's nothing one can do about it. Unless you buy an LG.

Copy: I love wearing skirts. I hate wearing skirts.
Watch out for subtle changes in your child's behavior. Prevent child sexual abuse.

Brand: Social campaign (Submitted for Ibdaa Awards, Dubai)
Creative Idea: Many young kids are victims of sexual abuse and they don't even know what it is that is happening to them. They won't say it up front. However, science shows that some changes in behavior do occur. In that case, parents must keep a watch in order to gauge such changes and stop their child from becoming a victim.

Copy: Let's play doctor doctor. Let's play husband wife.
Watch out for subtle changes in your child's behavior. Prevent child sexual abuse.

Copy: Was clueless what she meant when she said lez be friends.
There are chances even your best friend wouldn't share it all. Never mind. Make the right moves with saucy relationship secrets shared by iDIVA. Who else?
I DIVA: Keeps no secrets

Brand: iDIVA (magazine for young teenage girls)
Creative Idea: The brief was to make the communication look peppy, young and girly. So I wrote some cheeky headlines to support the way the brand talks.

Copy: She never told me animal print would get the wolves after me.
There are chances even your best friend would hide some things from you. Never mind. Glam up with sassy style and beauty secrets shared only by iDIVA. Who else?
I DIVA: Keeps no secrets

Copy: The end of pimples, nothing else

Brand: Clearasil

Copy: Because a road only means someone's been there before.
Who needs roads

Brand: Hero Moto's all-terrain bike (First bike launch after the Hero Honda split)

Copy: You don't need it, but...
timesdeal
Amazing deals with no coupon charges

Brand: timesdeal (offers discounts on various products and services)
Creative Idea: The deals on timesdeal are unbelievably cheap that you'll still buy them even if you don't need them.

Copy: Logic explains the possible. Imagination explains the impossible.
At HCL, we compete with our own selves. Because logic only answers questions that have already been asked, we rely on imagination to stretch the limits of possibilities. We use it to solve the impossible. Logically, you need to go to a bank for any transaction. Well, not really. That's how we developed Finmate and Hand Held Terminals that take banking to the doorstep of customers. It's this inspiration that tells us what's next.
HCL: Looking beyond logic

Brand: HCL Corporate Campaign (technology brand)

Copy: Behind every logic is someone's imagination.
At HCL, we look as much within as much as we look around for ideas. Everything logical that exists today, be it the laws of the universe, the philosophies, formulas, inventions or theories, initiated from an idea born inside minds sparked by imagination. The minds of those who challenged the beliefs and the system of the times. Logically, we should only be manufacturing computer hardware. Well, not really. Today, we manage the networks of Asia's largest stock exchange network apart from designing zero visibility at airports across India and the world. All because we believed in ourselves, took risks and most of all because we were inspired.
HCL: Looking beyond logic

Brand: HCL Corporate Campaign

Copy: If logic always had answers, we'd know what came first, chicken or egg.
At HCL, we turn to imagination for answers.
Even though logic suggests a satisfied customer is the best business strategy, we are inspired to put our employees first. A radical approach to individual enlightenment, it ensures that employees are given optimum conditions to excel. Be it a virtual assistant or talent transformation sabbaticals, expert guidance or fast track growth, inner peace or democratic empowerment. With Forbes referring to HCL as the 'World's most modern business' and Harvard Business School conducting a case study on the unique strategy, no doubt we are inspiring the world.
Looking beyond logic. HCL

Brand: HCL Corporate Campaign

Copy: Live for the cozy cuddle. The warm surprises. Live for the first crawl of your tiny one. Live for the muddy games. Live for the bed tea. Live for the cold drink half frozen. LIVE BEAUTIFUL with world's most innovative electrical appliances manufacturers.

Brand: Midea (Launch campaign for India)

Creative Idea: The idea uses simple lines to portray how an object can give life to your everyday moments.

Copy: A soft corner for soft vegatables.
Whirlpool refrigerators with Twin Crisper

Brand: Whirlpool Refrigerator
Creative idea: Whirlpool refrigerators was coming out with a separate compartment for small vegetables in the vegetable tray called the Twin Crisper. I used the insight that small vegetables, like chilies, lemons etc, get lost amongst the larger vegetables.

Copy: Don't remain in the dark.

Brand: Mortein Gold (Insect killer)

Creative Idea: Even vegetarian food items, like fruits and vegetables, can become non-vegetarian as cockroaches and flies contaminate them.

Copy: He's like my brother
Air Wick. Nothing smells fishy.

Brand: Air Wick (Air freshener)

Copy: Because the only time the heart should beat fast is when in love.

Brand: Ozovas (from Ozone Pharmaceuticals)- a hypertension drug

Copy: The only thing that is not sweet about you is your blood.

Brand: Ozomet (From Ozone Pharmaceuticals)- diabetes drug

Copy: MFG. Date Mar 2011
Expiry date Jan 2011
On average, 10 animals succumb to torture before a drug is manufactured. DON'T BUY DRUGS TESTED ON ANIMALS

Brand: Social ad for Stop Animal Testing. Entry was shortlisted for Young Cannes, 2010

Creative idea: The expiry date is before the manufacturing date.

Copy: Butt of all jokes?
You might be cracking a good one unknowingly. Each time you slip into fitted jeans or a tight skirt, you love the look of yourself in the mirror. But how often do you check out your other side to know what's happening behind the scene?
Nothing much really. Just that the underwear seems to be slightly thicker than the denim. It gives such an impression. Also that your curves seem to have accidental dents in them. And they are definitely not the creases in your jeans or your skirt. Now that you know what's happening, get to the bottom of the situation. Step out of the line.

Brand: Jockey no more panty lines

I can draw too!

Brand: Disprin

Creative idea: The ad uses phrases and expressions that of a hangover.

Copy: Create stronger passwords. Prevent cyber crime.

Brand: Social ad sent for the Young Lotus Awards.
One amongst four all India shortlist

Copy: Walking is not a stunt
Ambient 3D Stickers Hot Coal

Brand: Krack Cream for cracked heals

Creative idea: Walking can be a painful experience for those with cracked heals. With Krack Cream, walking need not be a stunt, like walking on coal.

Copy: Walking is not a stunt
Ambient 3D Stickers Sharp Nails

Brand: Krack Cream for cracked heals

Creative idea: Walking can be a painful experience for those with cracked heals. With Krack Cream, walking need not be a stunt, like walking on nails.

Copy: Walking is not a stunt
Ambient 3D Stickers Broken Glass

Brand: Krack Cream for cracked heals

Creative idea: Walking can be a painful experience for those with cracked heals. With Krack Cream, walking need not be stunt, like walking on broken glass.