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Mohan
Leadership Statement
 Before the launch of Ford Fiesta in India, a research
 finding showed that Ford was losing ground in India
and it had to clearly reinforce its leadership position if
the launch had to succeed. The launch of this car was
   so critical that Bill Ford (Chairman, Ford) himself
  came to India for the launch. The following ad was
  released a few days before the launch and was very
 well received by the corporate world and the general
  public. Bill Ford liked the ad so much that he had a
huge poster made for his office. That year the ad also
 formed the backdrop at all Ford stalls in auto shows
                         worldwide.
Mohan's portfolio
Mohan's portfolio
The Art of Disruption
Fact: India‟s most popular film start Shahrukh Khan was associated with
Hyundai Santro for over 10 years. So much so the name Santro was
synonymous with Shahrukh Khan.
Fact: Hyundai was phasing out the Santro and introducing Xing.
Fact: Research showed that the Shahrukh Khan- Santro pair was getting
stale.
Need of the Hour: Disruption.
Campaign Idea: Hyundai sacks Shahrukh Khan.
The campaign started off with a teaser commercial that ran for 15 days
prior to the main launch. During these 15 days the PR engine went into
overdrive and heightened the enigma surrounding Shahrukh‟s sudden exit
from Hyundai.
Mohan's portfolio
Mohan's portfolio
The power of curiosity
The Ikon was Ford‟s flagship car in India and Ford was eking
out every last dollar by re-launching the same car year after
year. When they had to re-launch it for the 11th year in a
row, Ford decided to use “price” as the selling point. The car
was priced at 499,000 Indian rupees and since no sedan in
India had ever been sold before below the 500,000 mark, it
seemed like a good strategy. A dipstick research showed that
the Ikon was too old a car for the strategy to be successful in
itself.
Task: Make the price really tempting.
Idea: To tease the audience by showing only a part of the price
    Insight: When you’ve seen a little, you want to find out more
Result: The campaign worked and the sale of the Ikon that
year went up 27% over the sales of the previous year.
Mohan's portfolio
On the billboard, a life size cut out of the painter covered the second number of the figure
Mohan's portfolio
Mohan's portfolio
Direct Mailer – The postal stamp covers the second number of the figure
When one scratches here, the second number of the figure gets scratched out too.
Mohan's portfolio
Table mats at Pizza Hut. The Ketchup stain covers the second number of the figure
Riding on Cricket
Task: To launch the new MAK lubricant.
Fact: Engine lubricants are universally a low
involvement category.
Strategy: Relate to the consumers‟ aspirations of
turning the impossible into possible. And there is
no better time to latch on to this aspiration than
the cricket season.
Idea: Reinforce the strategy by steering clear of
the engine-lubricant story and exaggerating the
benefit.
Mohan's portfolio
Mohan's portfolio
Mohan's portfolio
Creating History

Task: Launch the new Ariel power brush.
Fact: Men in India don‟t do laundry.
Insight: Men would do anything (even
laundry) if it could result in some „action‟.
Idea: Bring romance into washing.
Mohan's portfolio
Slide Show

Task: Advertise the new sliding rear door
of the Mazda 5
Strategy: Highlight the benefit and not the
product.
Idea: Use the opportunity to not only bring
the sliding door into focus but also make
the phrase “zoom-zoom” relatable to the
consumer.
Mohan's portfolio
Simple relationships
Task: During the wedding season promote the
Hyundai Santro as the ideal wedding gift.
Fact: In India it is common for the bride‟s father to
give an expensive gift to the bride or groom.
Strategy: Appeal to the heart and not to the head.
Idea: Use the opportunity to highlight the
relationship between father and daughter.
Result: What started off as a one off ad
snowballed into a full-fledged campaign that
explored different relationships.
Copy on next slide
Copy on next slide
Copy on next slide
Copy on next slide
Sleight of Words
Task: To advertize the new Rick‟s bar at the
Taj (5 star hotel).
Fact: Liquor advertizing is strictly prohibited
in India.
Idea: Use provocative words in a way that
gets the job done without invoking the wrath
of the censors.
Mohan's portfolio
Mohan's portfolio
Mohan's portfolio
Playing to their tune

Task: Bring the Mazda 2 to a new target
group.
Strategy: When speaking to youth, speak their
language.
Idea: Place the car within their passion points.
Mohan's portfolio
Mohan's portfolio

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Mohan's portfolio

  • 2. Leadership Statement Before the launch of Ford Fiesta in India, a research finding showed that Ford was losing ground in India and it had to clearly reinforce its leadership position if the launch had to succeed. The launch of this car was so critical that Bill Ford (Chairman, Ford) himself came to India for the launch. The following ad was released a few days before the launch and was very well received by the corporate world and the general public. Bill Ford liked the ad so much that he had a huge poster made for his office. That year the ad also formed the backdrop at all Ford stalls in auto shows worldwide.
  • 5. The Art of Disruption Fact: India‟s most popular film start Shahrukh Khan was associated with Hyundai Santro for over 10 years. So much so the name Santro was synonymous with Shahrukh Khan. Fact: Hyundai was phasing out the Santro and introducing Xing. Fact: Research showed that the Shahrukh Khan- Santro pair was getting stale. Need of the Hour: Disruption. Campaign Idea: Hyundai sacks Shahrukh Khan. The campaign started off with a teaser commercial that ran for 15 days prior to the main launch. During these 15 days the PR engine went into overdrive and heightened the enigma surrounding Shahrukh‟s sudden exit from Hyundai.
  • 8. The power of curiosity The Ikon was Ford‟s flagship car in India and Ford was eking out every last dollar by re-launching the same car year after year. When they had to re-launch it for the 11th year in a row, Ford decided to use “price” as the selling point. The car was priced at 499,000 Indian rupees and since no sedan in India had ever been sold before below the 500,000 mark, it seemed like a good strategy. A dipstick research showed that the Ikon was too old a car for the strategy to be successful in itself. Task: Make the price really tempting. Idea: To tease the audience by showing only a part of the price Insight: When you’ve seen a little, you want to find out more Result: The campaign worked and the sale of the Ikon that year went up 27% over the sales of the previous year.
  • 10. On the billboard, a life size cut out of the painter covered the second number of the figure
  • 13. Direct Mailer – The postal stamp covers the second number of the figure
  • 14. When one scratches here, the second number of the figure gets scratched out too.
  • 16. Table mats at Pizza Hut. The Ketchup stain covers the second number of the figure
  • 17. Riding on Cricket Task: To launch the new MAK lubricant. Fact: Engine lubricants are universally a low involvement category. Strategy: Relate to the consumers‟ aspirations of turning the impossible into possible. And there is no better time to latch on to this aspiration than the cricket season. Idea: Reinforce the strategy by steering clear of the engine-lubricant story and exaggerating the benefit.
  • 21. Creating History Task: Launch the new Ariel power brush. Fact: Men in India don‟t do laundry. Insight: Men would do anything (even laundry) if it could result in some „action‟. Idea: Bring romance into washing.
  • 23. Slide Show Task: Advertise the new sliding rear door of the Mazda 5 Strategy: Highlight the benefit and not the product. Idea: Use the opportunity to not only bring the sliding door into focus but also make the phrase “zoom-zoom” relatable to the consumer.
  • 25. Simple relationships Task: During the wedding season promote the Hyundai Santro as the ideal wedding gift. Fact: In India it is common for the bride‟s father to give an expensive gift to the bride or groom. Strategy: Appeal to the heart and not to the head. Idea: Use the opportunity to highlight the relationship between father and daughter. Result: What started off as a one off ad snowballed into a full-fledged campaign that explored different relationships.
  • 26. Copy on next slide
  • 27. Copy on next slide
  • 28. Copy on next slide
  • 29. Copy on next slide
  • 30. Sleight of Words Task: To advertize the new Rick‟s bar at the Taj (5 star hotel). Fact: Liquor advertizing is strictly prohibited in India. Idea: Use provocative words in a way that gets the job done without invoking the wrath of the censors.
  • 34. Playing to their tune Task: Bring the Mazda 2 to a new target group. Strategy: When speaking to youth, speak their language. Idea: Place the car within their passion points.