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Portfolio Arjun J Krishnan | arjunjk@gmail.com | +919446575257


Renault Online campaign idea Festival de Cannes is quite popular among the urban crowd in India thanks to excellent coverage in all the leading papers and news channels in the country. Renault is one of the official partners of the festival and the celebrities are brought to the red carpet on a Renault car. The campaign was created to bring this to the people’s attention by being loud and irreverent. The campaign consisted of five ads with ‘teasing’ headlines and one reveal-it-all ad.


Internal Campaign. The employees at Renault were low in confidence as there was confusion after the breakup with Mahindra. The campaign revolved around the idea that every Renault employee can be a gamechanger in his own way. For that we took examples of people in Renault and people in other fields of life who have changed the game in spite of all the odds staked against them.


Kerala Tourism The brief was to come up with a new strategy to promote Kerala Tourism.


Making a Kerala specific Temple Run game Using Temple Run app as a medium to promote Kerala Tourism. The idea is to cobrand with Temple Run and make an exclusive game ‘Temple Run - Live Again’. Various tourist destinations like the backwaters, beaches, rubber plantations, tea estates, paddy fields can be used as the backdrop of the game. Also the game will feature unique art forms from Kerala like Kathakali, Theyyam, Kalari Payattu.


Online point of sale promotion Using banner ads strategically on online travel portals.


m4marry.com M4marry.com is a portal to find prospective grooms and bridegrooms. The following is a campaign to introduce a Rs. 50 subscription pack for m4marry.com.


KSIDC

Kerala State Industrial Development Corporation The brief was to come up with a business plan to promote KSIDC’s initiatives among the general public i.e. people of Kerala and the stake holders (both national and international community)


Local ads – communicating to the people of Kerala


National ads – communicating to the stake holders


International ads – communicating to the international stake holders


Happi Chicken An image building exercise for a brand new QSR. The TG being youth, we tried to create an attitude that was in-sync with them. Showcasing here just a part of the campaign.


Mathrubhumi The problem: Mathrubhumi is India’s ninth largest daily. It is published in Malayalam, the official language of state of Kerala. Mathrubhumi has a daily readership of 6.6 million, which is still very less than its main competitor. As a result its main competitor gets the bulk of advertising budgets of the media agencies. In the Indian Readership Survey, it was found Mathrubhumi had advantages over its competitor in certain areas – among people who intend to buy new TVs, ACs, Refrigerators and Washing Machines. Mathrubhumi wanted a campaign to address the same message

Integrated Print and online campaign idea Since we were dealing with statistics, I felt the best way to communicate the numbers with people is by comparing the stats with respect to their favourite sportsperson


Club FM

Trade magazine ads


Brand:

Mathrubhumi Yearbook The problem: Mathrubhumi (MB) Yearbook is a reference book for general knowledge and other information just like an almanac. In India, apart from MB Yearbook, there are about four or five brands that releases similar year books every year. So there’s no clear advantage for anyone as the name ‘year book’ is commonly used by all. So the brief was to make MB Yearbook stand out from the rest of the back. Solution: Indians love mythology. Be it the stories from any religion, nothing connects more to Indians than the stories from mythology. The idea is to place the product meaningfully in situations from stories from Bible, Gita etc.


Wonder La


Federal Bank Federal Bank’s brand philosophy is ‘Your perfect banking partner’. The idea was to take it a step further by saying ‘Har chunauthi mein aapke saath’ which meant ‘With you in every challenge’. So in order to communicate it in the digital space, disruptive (roadblock) game idea was visualised.


To communicate the same idea – ‘with you in every challenge’ - in the digital space, a disruptive (roadblock) game idea was visualised.


Federal Bank Car loan Federal Bank had brought down their car loan rates. And also they have accelerated their loan sanctioning process. They wanted to communicate both the messages.


Federal Bank RDXtra Gain Federal Bank created a new product called RDXtra Gain to give value addition to their recurring deposits. Availing of loan instantly was the extra benefit with this product. The task was to bring awareness to general public about this product and create enquiries.


Federal Bank wanted to highlight the fact that their customers gets the best interest rates (savings bank) as well as no charges were levied for using their debit cards in other banks’ ATM for any number of times. We took this opportunity to introduce a new branding called ‘ZTM’ which stands for Zero Tension Money Banking


THE WEEK THE WEEK is third most popular English weekly magazine in India. The following is a series of ads done for THE WEEK


THE MAN THE MAN from Malayalam Manorama group is one of the most popular men’s magazine in India. A series of issue ads done for THE MAN.


ARYA BHANGY


Vasan Eye Care The problem: Vasan Eye Care is the world’s largest eye care network with over 110 speciality eye hospitals. Over the past two years they have been positioned as the world’s largest eye care network. They now wanted to be known as a brand that cares for people’s health. Solution: I went through the brief and found a very interesting fact. Vasan has treated over 15 million patients to date. I did a bit of mathematics and found that at Vasan every one minute over 5 patients get eye treatments. And then I came up with this idea: At Vasan, every minute, five new people discover the joy of clear vision. One of the highest media spend by a healthcare group in India has been for this campaign.


Ultra Ultra is a premium home appliance brand. Their pressure cooker was priced much above the competitors’. Their USP was 10-year warranty.


Namma Bengaluru Namma Bengaluru Foundation is an non-government organization working towards making Bengaluru a model city. The following campaign urges people of Bengaluru to wake up and start caring their city.


Asianet Asianet Movies had a grand opening in terms of viewership. Asianet wanted to communicate the same to advertisers and media planners.


The Hindu The Hindu Metroplus Weekend Cochin Launch. The same campaign was adapted for launch in five other cities across South India


KLF Nirmal Hair Oil The rebranding of a coconut oil brand. The brief was that they were the only company to sell coconut oil in a transparent packing. And they wanted to highlight the same.


Teaser + launch ad


Follow up ad campaign


Sky Sports – Ashes 2009 Purely for the love of cricket. After the fantastic victory in 2005, England got a thrashing in 2007 – losing 5-0 - in Australia. And now the Ashes was now back in England. There was a glimmer of hope that England might be able to put some fight against the mighty Australians. The following ads revisits the famous moments from Ashes and builds up expectations for the series ahead. Oh by the way, England went on to win the series.


Arjun J Krishnan arjunjk@gmail.com


Ads 31 Oct 2013