SIRACCO BATHROOM VENTILATION FAN
This campaign makes the point that even a fab bathroom can have a foul odour – and then goes on to offer a solution. Smart copy and great looks won this campaign a Silver Award at a competition organised by the Advertising Agencies Association of India (AAAI).

MAHARASHTRA TOURISM DEVELOPMENT CORPORATION
MTDC invited jaded urbanites, especially those living in Mumbai, India, to rediscover the joy of nature. Three ads, from a four-ad campaign are featured here, showcasing some of the better known tourist destinations of Maharashtra state, which lies along the western flank of the Indian subcontinent.

DAISY DEE BRAS
A back-to-the-basics campaign that plugged “comfort” as the brand idea. The treatment, however, was anything but basic – and this is what gave the ads their distinction.

BUDGET RENT-A-CAR
Released in overseas travel magazines, and aimed at potential visitors to India, this campaign preceded the arrival of Budget in the country. It hawked Indian exotica, while suggesting that Budget was the best way to take in the Indian experience.

RETREAT FUNBITE PACKAGE
A series of advertisements promoting the food festival organised by the Retreat Hotel, a 5-star hostelry envied for its sea-side location, landscaped surrounds and leisure facilities.

EXCEL SOCKS
The position taken was “comfortable socks for the well heeled”. The challenge was projecting comfort from the foot’s point of view. We did this by personalising the foot – the target audience!

WALL STREET CONSTRUCTION
This builder was offering properties in Goa and Bangalore for corporate customers and affluent individuals, respectively. The two-ad campaign took advantage of the ambience of each site.

SINGLES
A random selection of one-off ads done for a wide spectrum of advertisers:

Winning the "Independent Thinkers' Award"
The annual Independent Thinkers Award, instituted by the Afternoon and open to all creative teams and advertising agencies, is given to outstandingly creative public issue advertising based on a brief provided by the tabloid. The two ads featured here are on the subjects of corruption in government and the issue of “bus diplomacy” between India and Pakistan. The advertisement featured on the right was selected for the Gold Award from amongst over 400 contestants.

Savai Madhopur Lodge
Two posters promoting the Taj Hotels-owned Savai Madhopur Lodge near Ranthambore as an ideal vacation destination.

Manugraph Offset Printing
Manugraph, a leading manufacturer and supplier of high-end offset printers, did this corporate number to stress its intelligent, customer-first approach to the business. The headline says, "Whether you print in black and white or colour, it's grey that counts".

Left to right, top to bottom:

IIBF: This advertised an IIBF course for those seeking a career in banking, highlighting the fact that on completion of the course one would be job-ready. Communication focused on this "ready to work" angle, imaginatively alluding to ready-to-eat food packaging.

Onida Washing Machine: This Onida offering was one of India's first fuzzy-logic washing machines. The machine's ability to moderate the wash to suit the type of material put for laundry was captured in an intriguing headline. Copy told the rest of the story.

Caflon Ear Piercing Gun: A curiosity-arousing headline, and copy which sells the advantages of choosing this product over conventional methods.

SBI Loans for Doctors: Though doctors are "God" to their patients, they still need a foot-up with finance.

Xtreme Soft's Hawkeye:The Xhawkeye software gives brokers a clearer overview of their operations for better risk management

CORPORATE COMMUNICATIONS
An integral part of the overall communications strategy, brochures, folders and the like impact prospects up close and personal, doing the sort of hard-core selling that conventional ads can't manage given their limitations. Here is a sampling of work that copywriters not worth the name shy away from.

Maya Academy Of Advanced Cinematics (MAAC)
This prospectus was written and designed for MAAC, a leading animation training institution with an industry-grounded faculty and frontline technology strengths. The prospectus provided a comprehensive overview of the institute to students signing up for the course

DAKS
DAKS, a heavy hitter in British fashion, was getting set to make the Indian scene, and this brochure served as a curtain raiser of sorts.

Taj Properties
Two small-rack brochures, written for Taj Hotels and Palaces, promoting Taj Malabar and Fisherman's Cove which are located in southern India.

MTDC
These brochures were written and produced to provide supportive communications during two key events on MTDC's calendar.

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