Business Standard Newspapers

Two Campaigns to this section.

1) The first was to Launch a very very interesting Supplement Series called `Mastering Enterprise` for Entrepreneurs in India. A breed well-known for its sheer bull headedness in accepting Advice from ANYONE...

2) I had to launch the Internet Version of Business Standard Newspapers.
In a country where NO SUCH THING existed!
But I had fun, nevertheless...

SAMSUNG Air Conditioners

Back when they were rather new to India, Samsung wanted to
launch Split ACs. They had a unique blah-blah-blah in their ACs.
Yeah?,I said.
So, what does all that mean to HUMANS??

FONTUS Water Purifiers.

In India, water cleanliness was a big problem. So, over the years, home
water-purifiers became a big business. And also a blind-spot for housewives.
Here, the idea was to launch the zillionth brand of purifiers.

'Yeah, so??', would be the audience reaction...

'Oh yeah?', I snarled to myself...

Diamart Diamond Jewellery

For the first time in India, AFFORDABLE Diamonds were to be introduced. A contradiction in terms... We chose youngsters as our Target Audience - 15 to 21 yrs old.
I went Emotional...

Mindware - One of the First IT Shops in India.

The idea here, was to establish the Brand Image of this new Company, AND use the Campaign as a Recruitment campaign.
I succeeded.
The word-of-mouth and interest generated gave us a deluge of bright
'Software Artists'

Samsung Paperbag Invite + Lakhani Sports Shoes

Hey, I loved writing this Ad, back in 1994! Someone recently stole my baseline though... Ah well, the pitfalls of posting your ads on the net.

We won the Samsung Account at Mudra. We wanted them to come for our celebrations. The Boss asked me to send an invitation card.
I didn't.
I sent a paper-bag.

Our Indian Sports Shoes were getting decimated by new Brands like Lotto, Addidas etc. They DID have superior features. But we had a superior emotional plank. Long live the Human heart!

I launched Dabur Isabgol with this campaign, in 1997.
Isabgol cures CONSTIPATION- A pain in the a---!