My dream/first brief at W+K Delhi. We were struggling to find interesting stories of Indian women’s athlete’s because there were none that didn’t come under the category of poverty porn. I wanted to showcase what sport might look like if women actually kept playing. Da Da Ding started with me sitting in one of the tiny meeting rooms across from Susan Hoffman and Kim Papworth, this was my first solo presentation with them. I went through a few more conservative scripts and Susan seemed bored while Kim was being very helpful with the feedback. My hands began to shake and sweat simultaneously as I pulled up the first draft of the lyrics. I begin to rap. Horribly. I finish and there’s complete silence. I look up horrified and say “Uh… so should I just fling myself off the balcony for that?” and both of them begin laughing. One year later, this came out and changed my life forever. Not because it went viral around the world, not because it won me a bunch of awards or because this track has been played at gyms and spinning classes that I happened to attend but because shortly after it came out, I got a message from someone telling me their 83 year old grandma watched this and was inspired to buy her first pair of Nike shoes and start working out. That was the day I truly realised the power of advertising and how the job we do can actually change people’s lives.
This was the first brand that I truly owned. I had the absolute pleasure of setting the tone of voice for this account. It was a very small account with close to no budget, but it was MY account. This account will always be very special to me as it was the perfect combination of collaborative clients, no big-agency politics and just plain old bombass (even if I say so my self) copy.
We were tasked by NNNow.com, a brand new omni-channel shopping portal to create a buzzy campaign that was nothing like anything else on TV in India at the time. It’s safe to say, India was pretty stunned.
‘Risk jiska bike uski’ - Take the risk. Win the bike.
The greatest enemy of risk-taking is hesitation. No one knows that better than Mountain Dew India. Using the mechanics of a ‘call to play’ promo. We challenged the audience to call the number on the back of the label and take a challenge to stand a chance to win a new Hero Karizma ZMR motorcycle. When a consumer called, they were given 3 options to choose from, the faster they select the correct answer the higher their chances of winning. We measured reaction speeds down to the millisecond. Not only did we meet our sales targets for Autumn/Winter, we smashed through them
