sanjeeb mitra portfolio december 2014
TRANSCRIPT
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
