Groupon
The world's number 1 daily deal destination.
The world's number 1 daily deal destination.
I was on the team that launched Groupon (then Crazeal) in India in 2012. We launched with a bang, with 7 TVCs, 4 on air and 3 promoted online. The ad films were part of an integrated marketing campaign that used TV, radio, online and direct marketing. Not the best ads in the world, but then when was the last time an agency scripted, storyboarded, directed and produced 7 TV commercials on a shoestring budget and picked up metal for it?
Besides the Silver Abby for Integrated Marketing Communication at the Goafest, the work went on to do wonders for the business (a growth rate of 350% at a time when guys like Snapdeal and Mydala were still figuring out their business model), and I went on to train their copywriters in Bangalore on maintaining the sanctity of the Groupon tone of voice (and look how that ended).
Silver Abby Winner at the Goafest Awards 2013 under the Integrated Category.
TVC for Groupon India's Launch Campaign 2012
Not my happiest moment. The karate chopper was supposed to be a Punjabi auntie in a salwar khameez. At some point between the storyboard and the beta tape I realized the importance of highlighting bolding underlining your casting description in the script.
TVC for Groupon India's Launch Campaign 2012
This is what happens when you (the agency) try to direct the films yourself. You get something only your client can digest. And then they release it, and miraculously, it works. I tell you, advertising is a peculiar art and a confounding science.
TVC for Groupon India's Launch Campaign 2012
If Zarvan hadn't paced up and down to sell the idea on the phone to a very skeptical client, this would never have seen the light of day.
