sanjeeb mitra portfolio december 2014

Sanjeeb Mitra Senior Copywriter

Print ads

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Information

Technology

and Software

Far Vision ERP

Business management software for the real estate sector

Eight years of expertise campaign

(The campaign helped Far Vision shake off its conservative, regional brand image

and consequently upped its recall. It also introduced Far Vision’s new, sharper

logo and baseline: Because we understand)

Far Vision ERP

“We understand your worries” campaign

Far Vision Campaign Customised services campaign

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Corporate Social

Responsibility

Berger Breathe Easy

No Smoking One-off Ad

Headline:

Who are you dragging along?

Body copy:

When you smoke, your family also gets affected.

Quit smoking on anti-tobacco day.

BM Birla Anti-Tobacco Ad

The headline means:

Either quit smoking, or quit all else.

Tata Steel

Ethical Practices Campaign

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FMCG

Dey’s Medical—Keo Karpin Body Oil

Keo Karpin Body Oil is a moisturiser widely used by Bengalis during the winter.

It keeps one’s skin wrinkle-free during the harsh months, thereby preventing

premature ageing.

The campaign focused on that aspect.

Body Oil Press Teasers

Little teasers planned for specific sections of the newspaper.

Roughly translated:

For Page 1: Fuel prices increasing, but my age isn’t.

For Page 3: Scandals are increasing, but my age isn’t.

For the sports page: Scores are rising, but my age isn’t.

For the business page: The Sensex is going up, but my age isn’t.

On the city pages: Winter is advancing, but my age isn’t.

Revealers

My bills may be increasing, but my age is not

I may be putting on kilos, but I’m not putting on years

I party all night long, yet manage to look young

Works done for ITC Vivel

Goodricke Castleton Darjeeling

Long copy Ads

Castleton, Goodricke’s flagship Darjeeling Tea, fetched a whopping $1384/1.2 kg at a tea

auction in Moscow. The following ads were created to mark this occasion.

Goodricke Castleton Darjeeling Tea

Exclusivity Campaign

Goodricke Darjeeling Campaign

The campaign is a tongue-in-cheek take on the exclusivity of the Darjeeling Tea

range from the House of Goodricke.

It highlights how exquisite the teas are by suggesting one should properly dress

up before taking so much as a sip of these sublime brews.

Therefore, tips on how to tie a silk scarf, a tie and the art of folding a pocket

square.

Headline roughly means:

Learn the Laws of Darjeeling

Goodricke Khaass Tea

Superior Flavour Ad

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Gems and

Jewellery

Senco Wedding Jewellery Campaign

This campaign for Senco G.O.L.D’s bridal ornament collection was a real

clutter-breaker in Kolkata.

It broke free of conventional mores and introduced individualistic, go-getter

women of today for the first time in Bengali communications for the Gems and

Jewellery category.

After all, each bride is wildly different from the other and therefore each may

want her wedding ornaments to reflect her unique personality.

Senco G.O.L.D claimed their range was vast enough to cater to every personality

type.

“Just Seven Rounds More”

“A New Joint Venture Begins Today”

“My best shots are in my wedding album”

“Shehnai truly rocks!”

Adrija Bridal Collection

Adrija Jewellery required a special campaign for their range of bridal ornaments,

targeting modern, upwardly mobile young women.

The campaign employs visual puns: ironically juxtaposing visuals of highly

unconventional young women with conventional words and phrases lifted straight

from Bengali matrimonial classified ads.

“Highly qualified”

“Adept at domestic works”

“Govt. Employee”

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Media

Economic Times

National Debate

Economic Times had, in 2013, organised a National debate titled

“Parliamentary Discussions Ultimately Lead us Nowhere”.

Therefore a campaign on stalemate and impossibly self-contradictory situations.

The headline roughly means:

“Neither here, nor there?”

24 Ghanta State Assembly

Elections Campaign

24 Ghanta, one of the premier Bengali news channels, claimed they would report

everything about every party contesting the Assembly Elections 2014.

They said they would bring together the good, the bad and the ugly under an

umbrella coverage and aim to show the complete picture.

Therefore, the campaign became an exercise in negative space and figure-ground

reversal, challenging the perception of the viewer — a symbol of the state’s

overwhelming socio-political complexity.

Headline: The exploiter, the exploited Subhead: Learn all about the Assembly Elections

Headline: The significant, the insignificant Subhead: Learn all about the Assembly Elections

Headline: The hunter, the hunted Subhead: Learn all about the Assembly Elections

24 Ghanta

“We Know Bengal” Campaign

24 Ghanta Mahapuja Campaign

24 Ghanta, the client, annually organises Mahapuja — a contest to honour the

most creatively implemented Durga Puja in Kolkata.

The campaign is a playful take on pushing creative barriers.

What if Thomas Alva Edison was put in charge of your lighting arrangements?

What if Michelangelo himself sculpted your idol?

If your ideas are in that league, the prize is yours.

The names of the aforementioned icons have been fused with the predominant

names and styles of local artisans, resulting in a curious amalgamation.

For instance, most idol-makers in Bengal have the surname “Pal”.

Hence, Michelangelo Pal.

Lighting by Thomas Kumar Edison and Co.

Idolmaker: Michelangelo Pal

Power 107.8 FM B2B Ad

Power 107.8 FM repositioned itself as a youth-oriented radio station with an

unequalled repository of chart topping music, which meant peerless popularity.

This B2B ad invites advertisement, promising great ROI because of its large fan base.

The visual incorporates the Rupee symbol within the staves of a notation.

The Line says: Laabh Songs (Roughly meaning the Melody of profits), a pun on

Love Songs, of course, a staple on the station.

Power 107.8 FM No-Interruption

Campaign

Power 107.8 FM Decided that there would be no phone ins, jock talk or

commercial breaks during prime time musical programmes.

The campaign represents the distractions by a simple visual device:

elements from such common botherations thrust into a musical notation.

The headlines are curious portmanteaus of lyrics from chart-topping songs and a

snatch from a phone call, a commercial radio spot and a jockey blathering away.

Phone Ins

Jock Talk

Commercial break

Power 107.8 FM Back-to-Back songs

Yet another campaign to promote Power 107.8 FM’s policy of back-to-back songs.

It shows famous musicians performing literally with one’s back against the other.

Power 107.8 FM Ambient Campaign

Power 107.8 FM B2B

One-off Ad

Advertise with us and be a rockstar business-owner

Times of India Durga Puja Wish Ad

24 Ghanta Ananya Samman Campaign

24 Ghanta annually organises Ananya Samman, a special award ceremony for

those who, by dint of their originality and innovative genius, contribute towards

changing society for the better.

Our choice would be a different voice

We will find a different mind

We search for souls with different goals

The Telegraph Campaign

The Telegraph is the leading English daily in West Bengal

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Healthcare

Tata Main Hospital Campaign

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Apparels

Turtle Shirts Campaign

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Paints/Varnishes

Berger Paints 250 years Campaign

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Consumer Durables

Eveready Rechargeable battery —

one-off ad

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Mobile Phones

Reach Mobile

Make a Smart Start on Life Campaign

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Stationery

Shrachi My Companion

Notebooks and Drawing Books for

young students

Line roughly means:

This is where it all starts!

Shrachi S.W.O.T

Executive Notebooks Campaign

The line means:

Spiral notebooks for ambitious young executives

TVC scripts

Tata Nano TVC

Nano Yoga — Feel the Bliss:

Video Audio

Film opens on rows of young people sitting cross legged, wearing white clothes. They are in a spiritual gathering and have incense sticks and flowers around. We dolly from left to right and find a Guru sitting with his back to the camera. The devotees are listening to him intently. Cut to the Guru, who has long hair and silky beard. He speaks with a messianic smile: Cut to the devotees, they reply in chorus: Cut to the Guru, who smiles: Cut to the young band of devotees. They close their eyes… Cut to a devotee’s forehead. The image of a Nano emerges in spiritual swirls… The devotee, in meditation, gets inside the car and smiles contentedly. He starts radiating a faint glow. Cut to the devotee’s hand changing gears… The Nano, in a pristine meditative atmosphere, runs down a sublime mountain road… Cut to the spiritual Nano’s interiors, the glass rolls down slowly and smoothly... Cut to the devotee’s face in the car, the wind is in his hair... Cut to the actual meditation room, the hair of every devotee billows in some miraculous wind... Cut to the car, in a dream-like street, effortlessly negotiating traffic… Cut to the Nano, as if going down a road, disappearing between the eyebrows of the devotee… who opens his eyes and blinks… Cut to the Guru, who smiles blissfully at his followers. Cut to the devotees, who all punch the air and roar extremely loudly: Cut to the Guru, who gets so startled that he almost falls off his throne. Scene blurs. Logo appears.

Guru (sing-song voice): Charaiveti… Charaiveti… Chalte jao, aage badhte jao… This is called youth… Guru: Now WHAT is youth? Jaanne ke liye hum aaj sikhenge Nano Yoga… Kya sikhenge? Devotees (all together): Nano Yoga! Guru: Now close your eyes... Guru (OS): ...Ab socho Nano Car ke baare mein… ...Saral, phir bhi dynamic design… …Itna saara space… Jisme hum araam se viraaj kar sakke… Hmmmm? …Feel Gearam... Gear yukt araam… …kathnai mein avichalit rehne ka ek prateek… ...Now... Feel the cool breeze in your face... ...Nano Yoga mein isko kehte hai... ...Cool Breezasan... …Zindagi mein har koi badha ko asani se nipat lo… …Aur ab dheere se aankhe kholo… Guru: Kya? Jaan gaye, what is youth?

Devotees: OOOOH YEEEEEEEEEEaaaahhhhh!!!!! MVO: Tata Nano. Feel the Bliss!

Film 1: Nano Yoga

Film 2: Sachcha

Dost

Film 3: Dost Tak Le Jaaye

…Contd

Film 3 Ending

Zandu “He Institute” film

Teasers

Revealer

Senco Wedding Collection TVC

TVC 1:

Video Audio Film opens on a smartly dressed corporate woman, who, in slow-mo, turns with a flick of her hair… (Cut to) In slow-mo, she lifts the shades to her hair… (Cut to) Bridal head ornament being adjusted at the parting of her hair… (Cut to)The girl headbanging at a college fest… (Cut to) Her fingers move nimbly across her guitar… (Cut to) The same fingers, only now with red, bridal henna and golden ornamental chains adorning it. Golden bangles are slipped into the hand… (Cut to) The girl in a photographers vest, wielding a bulky DSLR, surrounded by a HUGE crowd. She’s evidently at a mass Hindu pilgrimage… (Cut to) In profile, she puts the camera to her eye, brushing a lock of hair behind her ear… (Cut to) Close up of her ear as a bride. She puts on an ornate ornament for the ear… (Cut to) The girl turns around, a fully bejeweled, extremely pretty bride, surrounded by women… (Cut to) She covers her face with a couple of paan leaves… The Senco Gold logo appears on screen and holds.

Jingle in male voice: Kakhono bhebechhi onek dur-er tumi… …Tomake chhnowar kalpona kora jaye naa… …Kakhono bujhechhi nijer moton bnacho… …Keu toh tomar kachhei aste paye naa… …Kakhono bhebechhi nao tumi motey ghorowa… …Eklai thako, kauke karo naa porowa… …Kakhono bhabini tomaro moner kon-e… …Hariye royechhe shanto, modhur kone… MVO: Senco Bridal Collection… …Sei din-tir jonye, jedin protyek nari-I rani hoye othen.

TVC 1

TVC 2

Senco Swarna Yojana TVC

Radio Spots

Senco Gold Wedding Collection Radio Spot

Sreeleathers Monsoon Collection Radio Spot

Cartoons

Photography

Thank you!

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