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Posts Tagged ‘praveen das’

Objective: To come up with an in-store promotion idea to run along with the ‘Sex sells. Unfortunately we sell jeans’ campaign to help increase sales.

Solution: We created the Knee.J, a spoof sex toy of sorts that would be given away at the store for every customer that ran a bill above $ 150. The product was displayed and people were informed through posters and e-mailers.

It was an instant success. The store saw a great increase in walk-ins with many queries for the Knee.J. The product got so much publicity, it was taken to all the stores in the country. Last we hear, customers were spotted kneeling at the store.

Credits:

Creative Director – Praveen Das / Kartik Iyer

Art Director – Praveen Das / Pradeep Kumar

Copywriter – Sanaa Abdussamad

Illustrator – Rishidev

Studio Head – Ramakrishna R

Account Manager – Ravi Bhat

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Brief:

With the relevance of eco-friendly initiatives increasing every day, Lee wanted an innovative solution that would display their affiliation towards the same and also spread the message amongst their customers.

Solution:

To drive the message home in a fun and effective way, we went for something a bit more inventive than just a bag made of recycled paper. The ‘Never Wasted’ shopping bag – a bag that can be used and reused in one way or another. Some for fun, some for function, but nothing ever goes into the trash. Not only did this make the idea longer-lasting and interactive, but also conveyed the message in a fascinating manner.

Credits

Creative Directors – Kartik Iyer / Praveen Das

Art Director – Viduthalai Raj

Copywriter – Athul Chathukutty

Illustration – Vinayachandran T

Studio Head – Ramakrishna R

Account Executive – Neelima Kariappa

http://designtaxi.com/news/33990/Lee-Jeans-Unveils-Truly-Recyclable-Bag-Design/

http://blog.epromos.com/creative-promotional-products/lee-never-wasted-promotional-shopping-bag/

http://designtaxi.com/news/33990/Lee-Jeans-Unveils-Truly-Recyclable-Bag-Design/

http://popsop.com/43003

http://creativecriminals.com/direct-marketing/lee-never-wasted/

http://www.thedieline.com/blog/2011/2/9/lee-never-wasted.html

http://adsoftheworld.com/media/dm/lee_never_wasted

http://9gag.com/gag/77335

http://www.lbhat.com/design/seen-and-noted-lee-never-wasted-bag/

http://www.flickr.com/photos/thomasso1981/5431532128/

http://designhey.com/lee-never-wasted/7412/

http://www.advertolog.com/lee/print-outdoor/never-wasted-14161655/

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“I have a great feeling about today,” said Kartik, early into the day as Cirrus was just getting set to host the Be Stupid Brunchinner. “I think it’s gonna rock.”

A premonition? A lucky guess? Or was he just stating an obvious fact?

In any case, none of them were remotely close to what actually happened. By the end of the party, parts of the roof of Cirrus were found missing. Cracks were reported to have formed over the dance-floor.

With a roster of activities planned for the day, it was no surprise at all. Having roped in DJ Vachan to belt out his tech-house and DnB set, the stage was set at Cirrus. The Happy team was busy right from the morning to decorate the whole place. Vimal made frequent trips to Happy HQ and back so that we didn’t miss anything.

One corner of Cirrus was converted into an artist’s den of sorts. And people went berserk over the huge canvas armed with ammunition of spray paint cans. Rishi could count at least seven layers of paint on the canvas. Vinay, Ravi Patel and Vidu together painted another 14 layers on top of that. And people who wanted to work more aesthetically (?) were given small cardboard canvases to unleash the artist in them. In the end, these works of art won’t fetch any of us millions of dollars at an auction, but it did raise a lot of laughs.

How far can art be from the finger tips of a lady? Or was it finger nails? Sanaa and Neelima set up the ‘Be Stupid Nail Art Corner’ of Cirrus. By the end of the day, it saw beautifully manicured nails turn into a lot of surprising and a few shocking works of nail art.

And then there were others who couldn’t draw a straight line with a scale. But we handed them another instrument — the lean, mean Guitar Hero controller. And off they were, belting out monster Rock classics, landing perfect riffs and going all out on those really difficult guitar solos. Gopi was seen arbitrarily checking the top scores to be toppled between his random bouts as a photographer. All credit for setting up this zone goes to Mahesh (or Magess, as Vidu lovingly calls him), who was up all night and jumping through the morning, arranging for the various items.

And before anyone could say ‘nuff said’, everyone got in their ‘Be Stupid’ roles. Kartik took over the mic and commandeered the army into an evening of revelry. Praveen made a late appearance in a surprisingly un-Stupid khaki shirt. He looked around for a revolving door, barged in, got his khaki shirt off to reveal his super hero costume, caused a sizeable hurricane in the process and quickly came out in his SUPER BE STUPID mode. Two drinks later, he quickly took flight over the dance-floor with his amazing, but curiously-named, ‘parota’ dance routine.

Soon enough, the drinks were flowing, food was being munched up and the music was thumping. Meanwhile, Ravi Patel was getting mobbed by cuties asking how he managed to look them so fabulous. In between his Gujarat-tinged flirtations, he doled out expert tips from his repertoire of skilful photography techniques.

Amidst all this, there was the ardent bunch of Royal Challengers fans cheering the team on, wearing the red and gold RCB jerseys. Soon enough, the non-stop madness churned out from Vachan’s vinyls made them abandon the big screen cricket match for the packed dance floor where they hooked and drove through it all.

But if there was a King for this afternoon, it could only be two words; Be Stupid. Diesel’s campaign was on everyone’s mouth, head and body. People tore apart the place in search of the Be Stupid t-shirts and many did a dive and lunge to grab one from the clothesline that was set up. Everyone who managed to grab hold of the Be Stupid t-shirt abandoned their carefully chosen party wear and flaunted the message wide and brilliant. Ravi Bhat got a couple of death threats when he informed people that there were no more t-shirts left.

By 7 in the evening, the bodies were tired but the spirits were still soaring. The only hiccups were from the ones who got drunk and laughed too much. The success of the event was in no small part thanks to the effort put up by Ravi Bhat in getting things up and running. And run it did; and how! This party showed that Happy can, not just have a fun time, but deliver a fun time as well. And this event will be a precursor to many more in the future. And till then, don’t forget to BE STUPID.

All the crazy poses by the Happy team is copyright of Happy Creative Services. Any imitations will be dealt with a pie in the face.

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Picture 5As one leaves our crew, we have another one on the team – Neelima Sargam Bajaj (as we like to call her). Fresh out of Symbiosis, she comes all the way from Coorg with a bag full of chilli pork and a whole lot of good spirit. Having interned at Happy last year, she’s not new to us at all. We know she can sing, and we know she hates the sms generation.

Bhavna’s happy ‘cause she’s finally got one on her team. Rishi’s so kicked that he comes to office earlier these days, and Praveen can already taste the panni curry she will bring for lunch. The rest of us are just happy to see the family growing. In her first week, she got wooed by Loki with a welcome song, harassed by laptop servicing men over internet access, and got introduced to all our clients. We wish Neelima Kariappa (her real name) all the best and hope she finds a wonderful future here at Happy.

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Last week, we had another reason to take a break from work, football and recession, and just play like kids again. A farewell party for Rajesh. Now when all of us had thought bubbles about ol’ monk, potato chips and chicken, Praveen suggested we have a costume party. And promptly Kartik suggested a theme of fantasies: Back to School. We had just about half a day to get our stuff together, and man, did we get our act together the next morning! Sharat’s family got blacklisted by the apartment committee. Auto drivers fought to give Bhavna a ride. Jayan’s face looked like skinned chicken. Praveen got stopped by traffic cops. And our neighbours kept their kids indoors. None of us could wait for the evening. We all sat at the edge of our seats like we were all forbidden our bathroom breaks. Rishi and Sanaa flew paper planes. Loki kept polishing his shoes. And Jayan fought with Pradeep over a Lollipop. For those wondering where the man of the hour was, we are still not sure where he went. Rajesh went missing during lunch and showed up 4 hours later – high-spirited and mad. He hugged the innocence out of every school kid and brought the Happy house down with his ridiculous amount of cheer. And then the bell rang. All the kids lined up for the class photo. Rajesh gave not one, but a hundred speeches – about Happy, about Kartik, about Praveen, about Ogilvy, about Iyer and Das at Happy. Overwhelmed from all the nursery rhymes dedicated to him, Rajesh got up on a chair, stood tall and sang the English alphabet song and almost got it right. No one knows whose bright idea it was to have an arm wrestling tournament at 11 at night. But in 15 seconds we were all on our knees, wrestling it out for the top prize: Respect. Loki beat a football star. Sharat let Sanaa win. Kartik forfeited. And Ram remained the undefeated arm wrestling champion, giving him enough reason to do what he loves best – dancing. All of us joined him indoors to save the neighbours from further damage. Praveen danced with the wall clock. Rajesh bumped into everyone. Pradeep rocked it with Jayan, forgetting the Lollipop incident. Some things just never get old at Happy. Whatever said and done, Rajesh will leave a void at Happy. Of roadside noodles, bad jokes, trekking stories and the general (infectious) enthusiasm. We wish him all the very best for his next big journey at McCann-Erickson and may he always be happy.

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Whoever said that Thursdays are boring, clearly didn’t write the script for us Happy folks. A pleasant surprise awaited us this morning when we stepped into our office.

Bhavna’s prayers were answered. Rajesh’s hopes had come true. The world of ideas had a reason to celebrate. Happy had made it into the D&AD 2009 shortlist!

Our ‘Skinny Jeans’ entry in the ‘Packaging Design’ category was selected to appear in D&AD’s 2009 Annual. And this feat feels even more remarkable because only 7% of the entries were selected to appear in the annual this year. To get our own creation chosen by the prestigious D&AD jury as a definitive record of creativity for the year 2008 is an unbelievable high for us.

So kudos to Kartik, Praveen and Ram for giving us this chance to celebrate with them.
Even though this validates all our efforts over the last year, it also drives us to push ourselves more, break more barriers and search harder for that elusive perfection, all within ourselves.

Meanwhile, let’s bring out the ready-mix. Vimal!!!!!!!!!!!!Lee Skinny - D&AD Finalist

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A week before the much-anticipated Goafest 2009, almost everyone at Happy spent long hours preparing for a trip unlike any other: Sharat shopped for sun screen lotions and three-quarters, Bhavna got a new hair cut, Rishi bought a pair of Aviators and Jayan ate apples instead of beef fry. Not to mention a couple of chest and bikini waxes. The entire team was itching to be at Goa.

An urgent election campaign requirement that surfaced at the eleventh hour ensured the whole team couldn’t travel together after all. So the Happy team decided to split up, with one-half attending only Day Two of the Goafest. But that didn’t quite bust the bus trip. With our uproarious leader Jayan in charge, we were all guaranteed a good time. Few minutes down the road, the bus filled with the very familiar smell of good ol monk; and Pradeep christened us with new names exclusively for the trip. Sanaa became Shanta; Sharat – Deepu; Jayan – Vasu; Rishi – Shibu; Bhavna – Pinky; and Pradeep – Sebastian. Couple of bottles, a very bad Bollywood flick, and a thousand bad jokes later, we stopped for dinner where Sanaa had to pay to pee, Jayan giggled over chicken curry and double omelettes, and Pradeep and Sharat became best friends with the mallu (but of course) waiter, Asif. Back in the bus, Jayan continued to comment after the bad dialogues from the hindi movie being played, in between shouting out our trip names to make sure none of us slept off (All of us secretly thanked Pradeep for having these pseudo names that saved us from embarrassment). Finally, after Jayan got warnings from the bus conductor, we all got some sleep.

Day One

More than the Villa, it was the swimming pool facing the villas that appealed to us. As much as we wanted to dive in immediately, we decided to head to the fest directly and register. After a whole lot of drama – thanks to Rishi locking himself out of his own room and having to wait for the house owner to help him reunite with his luggage – in an hour, we were all at the fest sipping our beers, and just randomly looking around for familiar faces. Jayan went mad with excitement meeting his old friends; Rishi couldn’t stop himself from clicking away; Pradeep pulled his ol invisible trick and snuck behind a coconut tree with a bottle of chilled beer; Sanaa got introduced to way too many people and Bhavna went insane trying to get cigarettes.

After a quick dekko of the ‘ad village’, we walked in to the display rooms to see all the work, and there we realised that Happy had two nominations – Packaging Design (Lee Skinny Jeans) and Print Craft: Illustration (Nirvana Show Reels). After celebrating our nominations with beer and lunch, we headed out for the first seminar by Jean Marie Dru, Chairman of TBWA Worldwide. Bhavna couldn’t pay enough attention ‘cause she was too excited about meeting Sir John Hegarty at The Leela for a drink after the seminar (Thanks to an SMS contest by Campaign India). After an hour of witnessing some really cool work – Adidas, Pepsi, Pedigree, Absolut and Apple, we all headed to The Leela. As Sharat stood there admiring the golf carts and begging the security to give him a ride, Bhavna headed out with the other contest winners for her drink with Sir John Hegarty. Next thing you know, Rishi’s at it again, making super models out of Jayan and Pradeep. As John Hegarty learnt about Happy the idea shop, inside a cozy Leela suit, the rest of us fought mosquitoes and heavy eyelids.

Back in the villa, we were all in the pool, making plans for the night. Jayan swam like a corkscrew. Sanaa taught Rishi how to float and Sharat refused to get out of the kiddy pool. Bhavna set out for the fest for the media party with her girls. The rest of us headed to Colva Beach for a night full of exquisite seafood, King’s beer, and imaginary islands. Pradeep chased crabs, Sharat argued about the position of clouds, and Rishi did such a good job clearing the prawns off the table that we seriously considered replacing the maid at Happy.

Day Two

Ram and Vimal show up, and heads directly to the pool. As the boys got wet, Sanaa whipped those eggs like she’s been doing it her whole life. The next hour went by in a buzz. Showers. Toast. Juice. The hunt for the missing delegate pass. Arguments with cabbies. And we all just about managed to make it to the Sir John Hegarty seminar. A wonderful knowledge and learning seminar on why this was the best time to be in advertising. Soon after, we all headed to the bar, preparing ourselves for the rain dance. The waterworks began and suddenly all the men deserted the bar and had their eyes glued to the bikini-clad white chicks getting wet all by themselves. It didn’t take too long before everyone hit the dance floor and the temperature rose by a 100 degrees. Rishi kicked himself for not having a camera with better zoom lens. Ram got down and dirty with everyone else on the floor. And Jayan got forced onto the rain dance floor by some of his buddies. The rest of us had lunch.

Meanwhile, up in the sky, Kartik, Praveen and Rajesh were snoring away on their way to Goa, getting some rest for the 14 hours of madness ahead. And then Campaign India delivered more good news. Another SMS contest won by Jayan and Sanaa – to meet Dan Wieden and get a copy of the W+K brand book. Jayan was as excited a teenager in an adult video store. And Sanaa wasn’t quite sure how to react, as always. Soon after the Dan Wieden seminar, the Campaign India editor escorted the 10 contest winners to the Goa Festiva restaurant for a drink and a chat. And in just half an hour, the rest of the Happy team were buzzing like the bees during mating season.

The team headed back to the villa to freshen up for the Abbys. Sporting Happy tees and blue jeans, the team set out for the Abbys in style and good spirit. We bagged bronzes for both nominations – Lee Skinny Jeans in Packaging Design and Nirvana Show Reel in Print Craft: Illustration. Everything is a blur after that. Dinner. Beach. Free alcohol. Confusions. Dancing. More Alcohol. More Arguments. Two cabs. Two destinations. And a whole lot of drama. Rishi wanted to dance. Sanaa didn’t care. Rajesh didn’t understand why people were talking instead of dancing. Pradeep and Sharat wanted to sit by the beach and have more arguments about the position of clouds. Bhavna wanted to go to Baga. Jayan wanted to go home to get rest before his early morning flight. Praveen wanted turtles and Kartik wanted us to stick together. Meanwhile, Ram, who had been dancing since the rain dance in the afternoon, decided to take rest for he too was on that early flight to Bangalore. Whatever arguments and misunderstandings, this is what happened after: Bhavna cursed her bladder every 5 minutes during a one and half hour drive to Baga. Rishi got scarred for life at Mambos after watching a white chick flash a random guy on the dance floor. As Bhavna partied away till 8 am, the rest of the boys slept on the beach. Pradeep went jogging on the beach early morning as Rajesh semi-consciously motivated him. And Vimal counted the number of fishing boats like his life depended on it. Rishi stared at the sunrise, still shaking his head in disbelief about what he saw at Mambos.

Monday Morning, Happy

The team walked in with knowing smiles, an obvious tan, and a nasty hang over. Some complained of a body ache. While others just couldn’t stop smiling away recollecting all the madness that was Goa.

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Food takes up a hallow spot in the list of priorities for the Happy folk.

We don’t think of food as a mere nutrition provider; forget bare necessity. We elevate it to a status of a religion. It brings us together, binds us together and pretty much gives us the drive to kick the football around in our room. The way to a man’s heart might be through his stomach, but for us the heart resides in our stomach. We clutch our stomach when we have a heart ache, ala Das.

The show of camaraderie on our Round Happy Table would put King Arthur’s to shame. We, of the Order of the Bulging Waistline, may not be the quickest to rescue a damsel in distress but we would definitely be the quickest in recommending the best beef fry joint for her!

Anthony Bourdain need not travel the world to taste the different cuisines of the world. He just need to come to one of our lunch sittings. From thatte idlies to thai green chicken curry, from roadside egg pepper noodles to fish biryanis, there are very few things that has given the Round Happy Table a miss. And if the range was not enough, we mix ‘n match with our food to come up with new cuisines like Chindian, Malayatinental, Philipinadu to name a few.

The session normally begins to Jayan’s bellows or to the roar of Ram’s stomach. Our lunches are anything but a sub-100 decibel affair. It’s a melting pot of anecdotes, jokes, impromptu mimicry, novel business proposals (like Rajesh’s Gourmet Curd rice business) and much more. We also do think up the days to observe, like ‘Shouting Day’ for example, as Bhavna unfortunately found out. Deep discussions about the shortcomings of chicken cooked with skin are held here. Followed by impromptu decisions to have ice-creams of a radio active color.

Food is not shared here; it is plundered off other’s plates and lunch boxes. Everything is fair in Food and War. The Round Happy Table. It’s the closest we have for a war room and we sure do love it. The fact that it’s always been made sure that everyone has lunch together everyday adds to the charm. It gives us a chance to comment on the day gone by and ask other’s opinions on the asinine things one had to endure.

The Round Happy Table is one of the bedrocks we have in our office. It has witnessed Karthik’s rise from an Easy to Medium level in Guitar-Hero. It lent firm support while we wrapped and sent off all our entries to the One Show, D&AD and Goafest. And saw quietly while we polished off many an Old Monk.

Everyone and anyone is welcome to the Round Happy Table. Even the aunty next door – who’s in love with Ram.

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The world has become a difficult place to live. Joy, peace and freedom is at the risk of being overshadowed by fear and insanity. It’s not just the terror attacks that threaten our world today. Everywhere you go, you see corrupt minds, indifferent attitudes, naïve rules. Somebody has to change the world. A little act of kindness. An honest attempt to care. One small love.

When Thermal & A Quarter (TAAQ) came up with the song, we knew it wasn’t just a song; it was a strong message. We insisted that we do a music video for the song, something that captures the very emotion behind the words. Going by the pain and suffering the world is being subjected to, we thought it was just about time to put the smile back on everyone’s face. A gentle reminder that if we make an effort, we can make the world a better place to live. One small step.

TAAQ was off to Jakarta for a show, so we had to get the first cut for approval before they left. So we had a few hours to crack a concept, one day to shoot the video, another day to edit, limited resources and a non-existent budget. The Happy team of Rajesh, Praveen, Kartik and Jayan decided to pull it off, come what may. Ashwin Naidu of Avakkai Films was given the SOS alert. He came with his camera and crew in no time. The video was shot the following day, across Bangalore. The Offline was done at Format Studios, Bangalore and Online at Seven Crest, Chennai. In between all this, TAAQ appeared on a talk show on NDTV where they hummed a few lines from the song (The show was hosted by Barkha Dutt, and was in connection with the Mangalore incident). TAAQ set off to Jakarta after seeing the first cut. After 10 years of penning down some brilliant songs, here they were – running out of words to express their joy. Their way of approval was a big, happy smile.

For Happy, it was the first music video produced in-house. The excitement was palpable. The whole team celebrated with the customary Old Monk (One small gulp is all it takes in a tired world). And three cheers to the TAAQ team of Rajiv, Rzhude and Bruce for producing an inspiring song in times like these. Way to go, guys.

At the time of writing this, some 200 people have been mailed/ scrapped/ messaged with a teaser – the words from the line and a cute snap of the yellow smiley ball. The video will be promoted through Facebook and Youtube http://www.youtube.com/watch?v=QgeXAfSK1z4. Not to mention Thermal’s website. http://www.thermalandaquarter.com

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A couple of weeks ago Sanaa, Rishi and Sharat created her unofficial wedding invite. Primarily created for few of her closest friends in Bangalore to beat the ‘straightness’ of her formal wedding card. The ‘Told Mum’ card created in a replica form of the iconic old monk rum bottle was found on our desks one morning. Our reaction to it was instant. Everyone burst out laughing the first time they saw it. To the eavesdropping neighbour the laughs might have sounded like a series of explosions moving around the floors of the Happy office. The same day Sanaa also forwarded the picture of the same invite to friends living across the globe, so they could also be let in on the fun. What happened after that has been an even more amazing story. The invite started to make its rounds among the ‘cool’ mallus across the world. Sanaa started getting calls from lads in the UK and Dubai asking if they could come for the party. But the biggest one of all happened this morning. The invite actually made it back to me from a cousin living in Dubai. It was part of a chain mail that included more than a 1000 e-mail ids. And all of them had only one this to say – Hilarious! In this age of viral communications, Sanaa has actually created a viral piece that is a true exhibit of what a Viral piece should be – fun, involving, engaging and most of all forward worthy.  And why did she do it? Just for kicks. Will a brand ever have the guts to do that? Congratulations Sanaa, you have been awarded with Shamim for your efforts. Enjoy your new life. And your old monk.The invite that did its rounds on the internet!

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