MICKY KALITA

Soak a sachet of Planta Lax Tea in a cup of warm water. And cut a long frustrating story short.

Background:

Consumption of energy is the highest during the afternoon hours, especially during summer. This heavy consumption of energy invariably leads to more production of electricity, which in turn, causes further depletion of our already scarce natural resources.

Brief:

To inform people about not using less-critical appliances like electrical irons, washing machines, dish washers, electrical ovens, etc. between the peak hours of 12 noon and 5 pm.

Idea:

Everybody deserves a break.

Execution:

As TV viewing goes up exponentially during summer, we created a series of entertaining films featuring household appliances taking a break.

We created a campaign that brought alive the romance of a bygone era of automobiles in a simple manner -  by juxtaposing modern automobile features with that of classic cars. 

The brief was to create public service films that made people aware of various diseases and habits that not only affect their lives but also that of future generations. 

But instead of delivering these messages in an overly serious manner, we decided to go for an approach that elicited smiles as well as made the audience think.   

Dealmaker is a magazine that focuses on the M&A industry. It reaches out to a very select set of sophisticated and immensely successful movers and shakers. Each issue is delivered to an ultra-high net worth group made up of investment bankers, venture capitalists, private equity executives and CEOs. There are no bulk drops, no mass mailings. Each subscriber must apply in-book or online to qualify for a subscription. A strict audited qualification process confirms readers’ job titles and areas of responsibility.

Background:

Improvising on the traditional Halawa technique, FEM a leading skin care and depilation brand in the region introduced FEM Halawa as a non-messy, instant and easy alternative for hair removal at home.

Challenge:

FEM Halawa quickly won over the younger generation because all one needs to do is pop the pack into a microwave for 90 seconds, and it's ready for use. It, however, found it difficult to win the approval of the older generation - who believed that only the traditional method works wonders on the skin.

Idea:

We developed a film based on the thought 'Goodness of tradition, served instantly' and promoted it heavily on major TV networks as well as across various social media platforms. 

Film synopsis:

The film showcases a young woman who listens intently as her mother gives gives the recipe to make halawa at home.  And then we see her keeping a FEM Halawa pack inside the microwave. Later the mother reacts to her smooth skin approvingly. And then she spots the FEM Halawa pack. They both have a laugh. The point that FEM Halawa is equally effective was made.