We’re dreamers. Which is why our first major brand Mercury Travels, who had faith enough to move the account from JWT to us, was a client after our own heart. We transformed what was an unassuming travel company with big dreams, into one of India’s foremost travel brands, a name to be reckoned with. We hope to repeat the story with the Shapoorji Pallonji Group’s travel arm Forvol Travels, whose rebranding we have recently completed.
When travel is your passion, hospitality can seldom be too far. Be it the exhilarating launch of Mumbai’s premier business hotel Trident Bandra Kurla, our work on the boutique chain of business hotels – Keys Hotels, or our continuing and satisfying work for Sterling Holidays, a part of the Thomas Cook Group, our expertise in the hospitality sector is here to stay. From an understanding of the needs of the Free Independent Traveller (FIT) to what makes Timeshare holidays special, we’ve been there, and packaged that.
Money talks. Especially when you lend it a creative voice. Unlike many in advertising, we’ve never looked at the financial advertising category with blinkered eyes. Which is probably why we were privileged to be appointed as the retainer agency for the prestigious Barclays Bank, for whom we also created the ‘Logic, Not Magic’ campaign. A perception changer, it remains one of our most satisfying pieces of work.
Pretty pictures and cheesy lines do not a real-estate-ad make, we firmly believe. Neither do exaggerated overclaims, and small print that usually spells big trouble. We broke every rule in the category book with a full-page newspaper ad, which other than 6 words in small type at the centre of the page, left the other 99% blank. Thus demonstrating simply, and evocatively, the ‘extra space’ our apartments promised to deliver.
From the classy chic of Hindustan Unilever’s Aviance brand of cosmetics, to the casual everyday style of Pantaloons, the Aditya Birla Group’s egalitarian fashion brand, we’ve been fortunate to have the opportunity to work on diverse brands across the fashion spectrum. We have always believed that style knows no boundaries, and when it comes to ‘the language of fashion’, it’s usually the understated that speaks loudest of all.
One of the categories we truly cherish working on is Corporate Social Responsibility (CSR). It not only gives us a sense of being socially accountable to our customers and clients, but more importantly, to ourselves. We believe our work for the Tata Trusts, among others, has helped make a difference to the lives of those in the remotest parts of the country. Those whom advertising seldom, if ever, has the opportunity to touch.
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