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YOBYKES
This campaign for YoBykes (electric bikes) centred around the idea of 'No Fuel. No War.' It captured what soldiers (presumably US and Iraqi) would do if they had no war to fight and plenty of time to waste. Conceptualised by a colleague at Mudra and art directed by me in parts, it went on to win an award for Best Integrated Campaign at the Goa Ad Fest, the most renowned advertising awards in India as well as a number of smaller advertising awards throughout India.
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AMBIENT
The campaign extended into creating artifacts made by soldiers to be sold in local supermarkets with a catalogue designed by a soldier. Once they were hooked, our representatives standing by handed them a leaflet explaining the idea behind the ad and with all further information on the electric bike.
Statues strategically placed outside malls and in public areas glorified imaginary soldiers for trivial tasks such as 'swatting the most number of flies' and 'growing the largest pumpkin', further intriguing people.
The response was pretty amazing!
