Shane Works

Ralco

Marketing strategy –
If you wanted to be seen as a big brand you needed a big brand approach and be perceived as a leader in the bike tyre category.
Advertising strategy –
Use an exotic location and create an international brand image to be seen as one. Do an international style commercial to claim good grip on the any terrain.
Advertising creative –
 We went into the jungles to tell a story of how deep into the forest the tyre could go. But with an international look and idea. Even the director of the film was American.

Ralco

Marketing strategy –
If you wanted to be seen as a big brand you needed a big brand approach and be perceived as a leader in the bike tyre category.
Advertising strategy –
Use an exotic location and create an international brand image to be seen as one. Do an international style commercial to claim good grip on the any terrain.
Advertising creative –
 We went into the jungles to tell a story of how deep into the forest the tyre could go. But with an international look and idea. Even the director of the film was American.

The Leela Hotels

Marketing strategy –
The Leela hotels was launching a new property in Rajasthan and wanted to show the hotel in all it’s glory. Right from the architecture to the private boats that host romantic dinners.
Advertising strategy –
Make staying at the Leela a romantic experience.
Advertising creative –
 A beautiful and surreal film won many hearts and got a lot of bookings. Showing romance at the Leela between a couple.

IFB 9 Swirl

Marketing strategy –
Let’s just focus on the great technology, looks and the power of the washing machine with its unique wash cycles.
Advertising strategy –
Do a pure demonstration film to showcase the wash cycle.
Advertising creative –
 A demo film that was world class and used dance movements and synchronized them with the machine movements very elegantly. Sold a lot of machines.

Pepsi

Marketing strategy –
How do you save a brand’s image that has been launched specially for the World Cup and is being berated by consumers across India? Use humour effectively and turn the entire debacle to your advantage by making fun of yourself.
Advertising strategy –
India was out in the 2 nd round of the much-hyped 2007 World One Day Series by Pepsi. Fans screamed players were doing more Pepsi ads than playing cricket. New product launch (Pepsi Gold) was due for imminent disaster. We used that to Pepsi’s advantage by using the new generation – Pepsi’s main selling point.
Advertising creative –
A very clever commercial with a big claim at the end took a dig at Pepsi itself and the Indian cricket team which Pepsi had used in multiple ads before and during the World Cup.

IFB 9 Swirl

Marketing strategy – 
Let’s just focus on the great technology, looks and the power of the washing machine with its unique wash cycles.
Advertising strategy –
Do a pure demonstration film to showcase the wash cycle.
Advertising creative –
A demo film that was world class and used dance movements and synchronized them with the machine movements very elegantly. Sold a lot of machines.

IFB Dishwasher

Marketing strategy – To penetrate smaller but high growth and emerging markets we used a strategy that positioned IFB as an international brand for aspirational appeal.
Advertising strategy –
Men don’t do the dishes after a party.
Advertising creative –
A wonderful looking film using international talent that captures a high class dinner party and highlights the benefit of effortless dish washing.