Experience

Years in Roles
14

10.5

13%

27%
7

27%
3.5

33%

0
Years

Direct
Integrated

Digital
Activation

Copy
Group Head
CD/HOD

Leadership Style

125

100

75

50

25

Work

Participative
Process Driven

Creativity

Crisis

Conflict

Delegative
Time Bound

Sr. Copy
ACD

Challenge

Inspiration

Create a digital experience to launch a

unique offer to buyers of newly
launched Samsung Camera NX1000
where they would win assured Travel
Vouchers

The idea came to life with the line:

Samsung Cameras are ready to take you
places. We wanted to take the user out on a
journey, right from our banners. Create an
experience instead of just an offer page.

Execution

The GDN Banner used stop motion animation to show whats on offer

The website was created like the table of a traveler with each offer popping out on mouse over

Challenge

Inspiration

Create a digital experience that

demonstrates the thinking behind the
stylish new line of water heaters. The
designs were inspired by the modern
designs of bathrooms

The design of the heaters had these beautiful

lines that inspired us. Using these lines we
presented a virtual Zen garden which creates
these intricate designs as they move the mouse.
Once the mouse stays at a particular place, a
particular feature is described with the lines
making the reminiscent line art image

Execution

Challenge

Inspiration

Create a website experience for

bookers who are part of the Bookers
Reward Program, TUI Club

Smile is the manifestation of delight,

something that is deeply engrained into the
DNA of TUI. Our theme for the website,
hence revolved around how we are ready to
reward the delight a booker brings to his client

Execution

Post login

Challenge

Inspiration

Create a website experience that is

clutter-free yet delivers all the
information in the first scroll itself.
Ease of use was a paramount
concern of the client

As all the information had to be placed in the

same scroll, I decided to reinvent the scrolling
banners and turn them into the website
experience itself

Execution

Challenge
Create a platform idea for Samsung Notebooks
that can be leveraged throughout the year and
used to show key differentiation from
competition. Starting the campaign with the
launch of Samsung ATIV hybrid notebooks

Solution
The market is only talking about the What &
How what is the product and how is it
different. With a commoditized market, such
reasons fall flat. How about telling the why
why do you need a Notebook?
In search of the why we need a Notebook, I
came up with the thought of Breaking Free.
With a Notebook by your side, you can Break
Free from your desk

Results

The Facebook Contests created a lot of traction.

5,40,000 resolutions and 4,30,000 messages were
sent respectively
Website hits were thirty times the average
campaigns run during the time of the year
Forty five times higher sale through the
Samsung eStore

Replicating the Platform Idea across the category Touch & Type Notebook Banner

Challenge

Contextual banners

In a world flooded with free TV Apps, dishTV

came up with its paid Mobile App that lets only
dishTV subscribers watch TV on a mobile. As the
ATL campaign was yet to be even scripted, we
had to create something groundbreaking, fast for
the launch.

Solution
Contextual advertising was the name of the
game for this launch.
Armed with Google geo-location based ad
banners and Memes on Social pages, we helped
dishTV subscribers warm up to this offering

Results

Increased the intent to purchase by 194%

197,000 downloads in just the first 20 days

of launch

Popular Memes

Challenge
Create a unique digital experience that
showcases the unique ability of the
Samsung ATIV

Solution

We created a series of customized videos

where Advocate BreakMilanahi would fight
your case to break free
For evidence, BreakMilaNahi (App) would use
your Facebook information and
BreakMilaNahi would present your case using
the Samsung ATIV
These customizable videos would end with a
verdict from the judge that would put your
name into the lucky dip contest

TVC Teaser Click to view

Results

Website hits were thirty times the average

campaigns run during the time of the year

Forty five times higher sale through the

Samsung eStore
App on Facebook

Challenge
Nestle was launching a new product, the Slim
Milk that had all the goodness of milk, but 15
times less fat. The challenge was to find a way to
WOW the fitness enthusiasts and tell them that
the milk is as good as it can be, yet less in fat.

Solution
We created a Fitness Drive where a Dietician
would check the BMI and give dietary tips to
fitness conscious people (recommending the
milk to them)
We targeted the most popular gyms across the
country, Corporate Offices and parks in the
RWAs to ensure we capture the maximum
number of fitness conscious people

Results

Our Team of Dieticians gave 5 million people

Dietary Tips and took their BMIs during the drive
Increased the intent to purchase by 194%

Challenge
Excite the college going students to join
Truly Madly, a dating APP for the
Single, ready to mingle.

Solution

To create the excitement, we came

up with a unique contest, My Truly
Madly DP Contest.
The contestants were to click a really
truly madly DP (Display Picture)
that would be put up on their profile.
The one who gets the maximum
likes, wins an iPhone.
This way, we initiated them into our
Truly Madly App and into the
database for other singles to meet
with them

Results
6,00,000 students participated in the
Contest

500% more Downloads than the target

Challenge
Mahindra Reva wanted us to create an
engagement program that enhances the
relationship with existing & new buyers so
that they:
Continuously enjoy their association
with Mahindra e2o through various
activities
Became brand loyalists
Refer friends to buy e2o

Solution
We created Club Electric Group on
the Social Platform and invited all
owners to have conversations with the
brand and within themselves. The Group
became a platform of spreading the
Goodness through Social Events, Eco
Drives and more with an intertwining of
Factory visits

Facebook Group

Results
Improved propensity to
recommend the Electric Car
to 76% from 24%
CSR Initiatives

Factory visits

Driving Events

Challenge
Connect with the Carpenters and ensure
that they recommend Merino Laminates
over others

Solution

Created this unique rewarding

mechanism, where each laminate
would carry a unique code (10 million
stickers)
The carpenter would SMS it to a
number of give a missed call
If they call, our In-house Call
Executive would call back and take the
details from the carpenter, hence no
money spent by the Carpenter
All creative pieces were made in

Sticker with Scratch Code

Backdrop of workshops

Hindi, including the website

Results

1200% increase in intent to purchase

Apt use of SMS and Tele-calling ensured
greater engagement and participation

Dangler

Website

Challenge
Help Samsung Sales Teams to know
about the new Printer range and how
they can sell the product

Solution
We created a series of eDMs revolving
around the lives of two Salesmen, Simpu
and Smarty. We even extended the idea
to a year-long learning program where
we created a Sales Incentive & Program,
Cool Merchandise, and even a physical
Learning Kit Comic Series for
Executives to learn.

Results
Improved 46% of propensity to sell
and recommend Samsung printers
Won global excellence award at
Samsung Global Meet

On the box

Challenge
Invite members to meet the President of
Liva and discuss the new directions they
are planning to take.

Solution

We sent the invite with a DM at the

centre. The DM had a magnet hidden
within so that the needle inside the
compass was always pointing towards
the address of the meet

Results
We had a whooping

98% attendance,
something they had never experienced

The Invite

Challenge
Acquire new members and tell the LIVA
advantage in an interesting manner

Solution

We used chess as a metaphor to

showcase the capabilities of LIVA
and how LAPF can help spinners
and weavers achieve their goals
Innovative invites both via direct
mailers, magazines and hoardings
were sent to non-members to an
event at a major exhibition in Surat

Results

756% increase in new

member enrollment

On the box

Challenge
Birla Cellulose wanted to communicate
the revamped LAPF program

Solution

The program was realigned with a

purpose to find solutions that help
the members solve their business
problems
So, we came up with this unique DM
with a pillow in the centre

On the pillow

Z-fold Leaflet cover

Results
Positive feedback from 76% of the
members

Ensure 34% increase in Positive inclination

towards the program

One of the LAPF advantages

Please connect with me at: +91 8826 8380 80 | copyheadprashant@outlook.com