JAIDEEP MAHAJAN

IN A COUNTRY THAT DOESN’T FEEL
COMFORTABLE TO EVEN TALK ABOUT
CONDOMS IN PRIVATE, WE MADE
PEOPLE LINE UP TO BE SEEN IN PUBLIC
WITH THEM.

PROBLEM:
India is the origin of Kamasutra, but people here are surprisingly shy to openly talk about condoms. A 5% purchase* reflects the embarrassment in buying them. Moods, HLL Life Care, A Government of India enterprise, and India’s second largest condom brand, wanted to promote the use of condoms without making people uncomfortable.
*Nielsen Retail Data

SOLUTION:
On Valentine’s day, installations were set up in multiple malls. Moods Dotted Condoms’ dots, were brought alive as large-sized, brightly coloured balls in these installations with a fun message; ‘Play with 1500 Dots’. The dots were loved by all. People clicked pictures. Some carried them back home waiting to be pleasantly surprised with
condoms inside.

RESULTS:
• The campaign was extensively discussed on social media.
• 350% increase in web traffic.
• The product became the hottest selling variant on moodsplanet.com.
• 3% increase in category volume.**
• 6% increase in category value.**
• Most of all a conversation reserved for closed doors, became the talk of the town.
**When the category de-grew by 2%

TURNING A CAUSE OF TRAFFIC JAM INTO A BLESSED SOLUTION
India loses around $10.8 billion annually because of traffic jams. The Business hub of the capital, Old Delhi, is also a capital of traffic jams. Adding to the issues are cows, a unique problem of Indian traffic. Cows are sacred in India and are customarily allowed to roam freely. And very often they end up blocking traffic and adding to congestion.

India is the 2nd largest mobile phone market in the world and Videocon Smartphones wanted to make a deeper connection with its user base. They wanted people to realise that when it comes to smartphones, Videocon is the smartest choice.

‘The Traffic Gaaye’ is an initiative from Videocon to find a unique solution to the city’s traffic problem.

Special collars with transmitter were created for the city’s cows turning them into traffic guides. The GPS function of the recycled smartphones in the collar continually transmitted the exact locations of these cows, allowing us to track them. And through the Traffic Gaaye App, commuters could see the cows and traffic around them to choose smarter routes. The reason behind some of the Delhi’s worst traffic, became its most blessed solution.

The app even sent out automated tweets during peak traffic hours with traffic updates.

Cows have a unique way of navigating the city by using gullies and lanes. The data collected from their travel helped to create new, alternative and faster routes for commuters to use.

Dabur #BraveandBeautiful An advertising campaign that led to a social movement

Brief:
Dabur, a 100-year-old hair-care brand with a natural positioning has always supported the persona of strong women. While they are a beauty brand, they also realized that there are a lot of biases with regards to the concept of beauty in India - big eyes, fair skin, long black hair, etc. As a leader in the hair-care category, Dabur wanted to connect with women, take the social responsibility for establishing that beauty is not dependent on hair.

Brave is the real beautiful:
Cancer is a dreaded disease and for the women, it is even more acute. She loses not just her hair but also her self-esteem. With Cancer on the rise in India and more and more women facing the bias, Dabur decided to break some myths.

Strategy:
To present a counter view of beauty The idea : ‘Some people don’t need hair to look beautiful’ led to a campaign where the brand takes a bold stance for Cancer survivors, As a first step, A 4-minutes digital film was created, which shows the journey of a Cancer survivor from being apprehensive about her looks to confidently face the world.

Execution:
The campaign was launched on Feb 1, 2015, World Cancer Day on Digital medium followed by Print and DTH in its first phase. Mobile, Radio, Outdoor, Activation & Product Innovation were released in the second phase. Within a week, there were over 50 million views, over 1 million likes, and more than 30,00,000 shares. Before we knew it, the campaign began to take a life of its own.

Results:
Women respected the courage of the shampoo brand to come with a paradoxical bold view that isn’t dependent on superficiality. The digital film became one of the most shared videos in India. It achieved: • Over 50 million views • Over 1 million likes • Over 3 million shares • Over 1 billion global digital impressions • Media coverage and PR of approx. 5, 00,000 US dollars. Impact on business: • 9% volume growth vs. the same quarter previous year • 8% value growth in brands (vs. 4% growth in category)

A BRIGHT SOLUTION TO FIGHT
THE MOSQUITO OUTBREAK IN ODISHA

PROBLEM
With more than 35,000 cases in Odisha alone*, 1.13 million Indians are affected with mosquito-borne diseases every year**. Efforts made to curb this problem have been many but not enough.
*Source: downtoearth.com, **South East Asian Regional Office, WHO

IDEA
Mosquitoes bite more at night. But it is also when the lights come on. Eveready simply modified its bulb’s packaging by giving it a fire proof and mosquito-repellent coating and turning it into a repellent lampshade. The more the bulb heats, the more repellent it emits.

RESULTS
• Within the first month, 17,239 bulbs were sold.
• The packaging that was normally going waste, helped protect thousands of families.
• A cost-effective innovation gave people a bright and beautiful solution to mosquitoes.
• With a small and successful beginning, Eveready aims to protect more families across cities.

Replacing a handset is easy but replacing data is not. With Airtel Mobile Phone Data Backup - if its in your phone, its safely stored on our servers. Since this service is for Airtel users only, the challenge was to target them exclusively, in an impactful manner. In-shop posters were put up at 429 Airtel Relationship Centres (ARCs) in 9 cities across India where subscribers frequently visit to pay their phone bills etc.
The average footfall in each ARC is 150 people a day. At the end of the first month 57,915 subscribers signed up for this service. Achieving a conversation rate of 3.1%

AWARDS 2009
Cannes 2009: Bronze x 3,
Cannes 2009: Finalist x 3
D&AD 2009: In Book
YoungGun: Bronze
CommunicationArts: In Book
Luerzer’sArchive: In Book
ABBY(Bombay Ad Club): Silver & Finalist

Strong Teeth

Amway Nutrilite Fiber
Let Them Out

BRIEF:
Today, long working hours, stress, lack of exercise and poor dietary habits are unavoidable. This leads to a lot of lifestyle problems. Indigestion is one of the major concerns. The objective was to project Nutrilite Fiber as an effective solution.

SOLUTION:
Due to indigestion, food gets trapped inside for longer. Using the metaphor of entrapment we showed food, especially the one that’s difficult to digest, literally trapped. The execution highlights the problem and offers the solution upfront. Posters were placed at restrooms in shopping malls, supermarts and around meat shops.

RESULTS:
34% increase in enquiries to the ABOs (Amway Business Owner).

BRIEF
Encourage paper recycling in the corporate sector and remind them of the importance of saving the environment.

SOLUTION
Communicate our message where paper is wasted the most - the photocopier. TREES asked Finance / HR Directors to help stick small, clear stickers containing the organisation's website address and the message "please use both sides and recycle after", on the surface of their office photocopiers. The message is then imprinted on every piece of paper that passed through the machine.

RESULTS
Visits at the TREES website increased by 68% in the first three months of the campaign. In addition, the 150 Finance / HR Directors that received the direct mail pack were given a follow-up call after the campaign was launched. 113 of them informed TREES that they saved an average of 17% on paper costs.

AWARDS 2007
Cannes: 1 Gold
AdFest (Asia Pacific, Pattaya): 1Silver
DM Asia Awards: 1 Gold & 2 Finalist
The Work: 1 In Book
AAA Awards (Kancil, Malaysia): 2 Finalist
DMAM Awards: 1 Gold & 1 Finalist

India has a population of one billion, around half of whom are adults in the
sexually active age group. The first AIDS case in India was detected in 1986 and since then HIV infection has been reported in all the states. RBGM foundation, a NGO who runs a home for the HIV patients wanted to create awareness about AIDS, and at the same time raise funds.

Get Yourself Tested Campaign was launched highlighting the importance of getting……

The Positive Side, A Coffee Table Book
This book is about The Positive Side - of things, of people, of viruses. Yes, viruses have positive side too. One particular virus, HIV, has a positive side that is both dingy and bright. Close your eyes and you see the dark. Open them and you'll see light. It's as simple as that. And that's the point this book is trying to make. That HIV is just a virus. Agreed it's strong and stubborn and won't go away that easily. But so is hunger for life. The instinctive need for light. In this battle of shadow against colour, of virus against will, which side are you on?

Launch of the New face of Saga from Proton, the first ever Malaysian Car. A generation had grown since the car was first launched in 1985 and after 23 years the new face was being unveiled. Just like Malaysia, even the car had progressed immensely over the years and therefore it was the beginning of a new chapter. To illustrate this clearly we signed three prominent celebrities who shared their saga of stardom and glory that reflected in Proton’s evolution too.
This connected positively with the audience and resulted in more than 42000 bookings that were made in less than a month after the launch of the campaign.

Always On, Call Waiting & Kill Time

Kinokuniya, A Japanese chain of bookstores which had the largest store in
Kuala Lumpur, Malaysia. To demonstrate the massive space of the store I designed an innovative poster where the bookshelf was shown as a large maze.

AWARDS 2004
AD-Fest; 1 Gold
Spikes:1 Silver, 1 Finalist
Kancil, Malaysia: 1 Gold, 1 Bronze, 2 Finalist
MC2, Malaysia: 1 Gold, 1 Silver
Campaign Brief Asia 1 In Book