Tapping into adversities our society faces on a day-to-day basis, Siju RS art directs a campaign that attempts to call out to the conscience of the onlooker and prompts for an action. The Winter Collection campaign draws public attention and interest to a raging issue.

Winter is the most difficult time for the underprivileged in India. And after the long and hot summers, the homeless and especially the children, are the most affected by the harsh weather conditions.

Winter collection
Newspaper - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather
Winter collection
Sack - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather
Winter collection
Cardboard - Winter Collection campaign for New Ark Mission of India by Ogilvy & Mather

The campaign innovatively tackles this social issue. With street children posing as models and adorned in clothes made from discarded newspapers, sacking and cardboard, the campaign satires a fashion shoot. This juxtaposition succeeds in making people stand up and notice the plight of the less fortunate and donate clothes to help them. The sophisticated look and feel does not shout to sensationalize but creates enough room for curiosity and learning, while being packed with a punch. Thus, articulating what they call in advertising – success.

Published in Issue 12

The first interactive issue of Creative Gaga with Augmented Reality features. This issue focuses on the transition of Advertising from real to virtual and blurring the boundaries of both at the same time. Also bundled with lots of interesting articles and interviews.


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The campaign for Soolantra utilises characterisation very effectively to depict the efficacy of the treatment and its ability to eliminate the symptoms of the chronic skin disorder – Rosacea once and for all.

skin - Soolantra


Galderma, a specialist on skin medical solutions developed a potent topical treatment, ‘Soolantra’ for Rosacea, a common chronic inflammatory skin disorder which affects an estimated 40 million people worldwide. In the past ten years, dermatological research failed to provide an effective treatment whereby causing exasperation in patients and doctors alike.

skin - Soolantra

The Challenge

In this scenario, the challenge was to showcase Soolantra in a new light. The differentiating factor of this topical treatment was its efficacy when compared to other treatments available. But, with so many treatments falsely advertising themselves to be effective, the campaign had to be innovative and make people believe that this topical treatment is distinct among the many available in the market.

skin - Soolantra

The Solution

The concept of the campaign was based on the story of good versus evil or strong versus weak. With Soolantra as the mighty hero overpowering the evil Rosacea that has plagued its victims since a decade, this universal story captured the true essence of the product while being relatable to the mass audience. To make a large impact and gain maximum exposure, the campaign was showcased in personal and non-personal channels. The animated endorsement appeared on iPads of representatives during sales calls, banners, physician’s website and professional e-mails. Along with print materials such as posters, flash cards, and brochures, even high-profile tactics at the American Academy of Dermatology convention was held.

skin - Soolantra


By showcasing Soolantra as the powerful topical ascending above all other agents to overpower the papules appearing on the face of the sufferers, this groundbreaking endorsement has achieved to convey its benefits and create awareness about its presence in the market. Receiving an extremely positive feedback overall, there has been a steady increase in total prescriptions since the launch of the campaign.

skin - Soolantra



Agency: McCann Echo
Creative Production Studio: Ars Thanea


Executive Creative Director: Peter Jaworowski
Director: Karol Kołodziński
Producer: Marcin Molski, Aleksander Kmiecik
Script: Karol Kołodziński
Art Directors: Karol Kołodziński, Paweł Szklarski
Storyboard Artist: Michał Lisowski
Technical Lead: Łukasz Skurczyński
CG Supervisor: Paweł Szklarski
Concept Artist: Michał Lisowski
Character Artist: Łukasz Skurczyński
Lead Shading & Lighting: Paweł Szklarski
Shading Artist: Paweł Szklarski
Rendering Artist: Paweł Szklarski
Texture Artists: Paweł Szklarski, Piotr Nowacki
Animation Supervisors: Patryk Habryn, Łukasz Skurczyński
Character TD: Victor Vinyalis
3D Animators: Hugo Garcia, Patryk Habryn
Compositing: Karol Kołodziński
IT Support: Krzysztof Zarzycki
Music, Sound FX, Mastering: Wojciech Roguski, Marcin Cisło
Business Unit Director: Marcin Molski


Executive Creative Director: Peter Jaworowski
Art Director: Karol Klonowski
Producer: Marcin Molski, Aleksander Kmiecik
Concept Artist: Michał Lisowski
Digital Artists: Karol Klonowski, Marcin Kowalski, Łukasz Wiktorzak, Piotr Frączkowski
3D Lead Artist: Piotr Nowacki, Paweł Szklarski
Modeling & Texture Artists: Łukasz Skurczyński, Piotr Nowacki, Paweł Szklarski
Shading Artist: Piotr Nowacki, Paweł Szklarski
Business Unit Director: Marcin Molski

Gone are the days when Illustrators used to take the back seat in the advertising world. With things today, they’re emerging as the forerunners of some amazing and memorable communication that is being recognized. No doubt, clients, like OLX and Docomo, are exploring this valuable asset with Nithin Rao Kumblekar.


Contacting an illustrator for a TVC shoot might not be something we hear of everyday, but when OLX got in touch with Nithin Rao, it was a wise decision. The client wanted a campaign that would carry forward in print as well, and thus, saving time and cost, decided to get the shoot illustrated. Simple to look at, but the task was a challenging one for the artist. The OLX team had asked him to create every object separately in the layout so that they could pick each one later, according to their needs. Thus, the illustration required Nithin to create every object completely even if it was overlapped by the objects.


When Docomo demanded an illustration route for its exciting print campaign ‘The bedtime stories’, Nithin knew it would be storytelling through single visuals. Without over complicating the visual, he worked carefully with shadow and light to establish humor and wit using relatable scenarios. To give the story a setting, subtle placement of props were used, like the placement of a kid’s drawing book, school bag and water bottle with a fish on it.


Published in Issue 24

Gone are the days when Illustrations would take a back seat. Now, they are becoming more proactive and are evolving the way we communicate. This time, Creative Gaga focuses on how the advertising world is opening its doors to this exciting form of design. Featuring renowned Illustrators like Chris Beatrice, Nasheet Shadani, Vijay Kumar, Gabriel Mareno and much more, this issue promises to leave no page unturned!


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‘Brand’ is termed as the prestige of your company. The procedural and pre-planned strategies for the betterment of a brand are determined as the brand strategies of the company or an organisation.

Strategies begin by setting goals. Your brand defines what you exactly stand for – the commitment or promise you make, and the personality your brand conveys. In the layman’s notion, a brand is merely a logo, brochure or a tagline, but one should know that it is much more. It is considered as an intangible asset on which a company stands firm in the competitive market. Brand strategy is a vast concept that helps establish your product in the core and significant market, and to build your brand that will grow and mature in a saturated market scenario. It directly supports the business strategies to ensure consistent brand behaviours and brand experience in all points of channels of communication. Without clear and compelling brand strategy, your company is just another. You cannot have a strategy without clear objective. Mere execution and tactics are not strategy, and nor is restating the goals. Developing brand strategy can be one of the most challenging steps in the marketing plan process, but a rather vital step in creating the company.

1. Branding Purpose

You decide and work your brand strategies out, and so you must be determined about its purpose towards your brand. Your brand purpose must be more specific and evaluative, in that it serves as a differentiate variable between your brand and competitors. The pre-planned purpose of your brand strategy will surely help your brand product to outperform in its significant aspects. The agenda behind the whole course of branding strategy must be clearly defined and accepted in the appropriate manner. These purposeful brand actions will be paramount to build and uphold authentic relations with audiences and investors.


A simple instance: Lamborghini never runs advertisements on television because they think that the people who can afford their cars aren’t sitting around and watching TV.

Image source – Pinterest.com

2. Competition Awareness

To know your competition always holds as a positive trait. Tuning up with the establishment of brand strategies holds the importance to enhance your brand. Your branding strategies should bring you to a higher level, and make it strong to stand against the bottle-neck competition of the market. Take competition as a challenge to improve your own strategies and create greater values in your overall brand https://www.youtube.com/watch?v=tV7Zo9UNiVo


3. Collections of Brand and Premium Products

For premium products, some companies think they should give endless choices, but just the opposite is true. Not many choices must be given to the customers, if you want your product to be perceived as a premium product, especially during the original launch of the product. More choices in the premium products may create buying decisions to be challenging, which may undoubtedly affect the purchase decisions. Fewer the choices, lesser the confusion in the minds of the customers. As in concern with the luxury brands, it is mostly couture fashion; the outlook defines the image of the brand, just like the cherry on the cake. Coca-Cola has many products under the brand, but the company mainly focuses on their money product ‘Coca-Cola’. The Indian brand Thumbs-up, Sprite, Fanta and Minute Maid are also their products, but they spend less money on these products, compared to their premier product.

Image source – Pinterest.com

4. Consistency

The concept of consistency has become a central normative and empirical statement about enriching high performance in the organisation. As in the practical scenario, the consumers prefer buying from the brands they know. Once a brand or product gets recognized by the consumers, the biggest challenge for them is to interact with consumers consistently. The consistency aspect has a direct relation with the trust and loyalty of the consumer. The untimely changes in the brand may result into a decrease in the trustworthiness of your brand, leading to hasty actions by the stakeholders.


5 Change is a must

At times, marketers may struggle to change and set the pace of brands. In Brand Strategy, consistent change is the paradox of time. Doing the same thing repeatedly ceases to have a powerful impact over the market. The brand is brought to life through innovative changes and shifting aspects of products. Rebranding is necessary to keep your brand product fresh, relevant, and to be maintained in the forefront of the customer’s mind.


Changing the perception of your brand is not any easy task, and nor it is any cheap. The company must have enough dedication, determination and commitment to make it happen, not to mention a lot of other resources like immense time and finances. It is relatable to say that you reap as you sow. Thus, the expenses made to make changes rewards you with great successful scenarios in the future.


Some companies change their logo to match with current times and generations. Some companies change their brand ambassador, based on the popularity of their brand or the celebrity. Some big products make changes in their product packaging design during festivals, offers or new year’s occasions.

Image source http://bit.ly/2qpaoXC

6 Emotional Touch

It is the era where the development of the company brand is directly linked to the consumer’s emotional level of satisfaction. An emotionally satisfied customer tends to increase your brand image by verbal promotions through the various online and offline mediums. It is crucial to attach the strings of the brand with the customer’s emotional level of satisfaction in today’s highly structured environment, where products and services are distinguished from each other.


Take the example of Nokia. Nokia failed because they didn’t establish an emotional touch with consumers. The CEO of Nokia failed to understand that the Asian and European market was waiting for the next Nokia phone, but Nokia hastily launched a Windows platform phone, without Bluetooth and expandable memory. The product and platform were unfamiliar for the existing consumer base.


7 Make it easy for customers

When any company launches new product publicly that time they also launch guide with them. Yes, brand often thinks about their consumers first and they don’t want to make them confused with the first impression. Smartphone box has always usage guide in it so it’s easy for customers to know about it. The Same way a router comes with set up or installation guide so user doesn’t have to rely on external sources. Let’s take the example of TiSpy – parental monitoring app and how they make the process easy for customers. They’ve written a detailed guide on how to use the app, on their website, and also launched a detailed video. This branding technique helps consumers understand more about the product without asking anyone. (https://www.youtube.com/watch?v=cdcsM9bTJSE)


8 Involvements of Resources

Every industry requires the benefits of a well-planned brand strategy to build a polished and an aspiring brand in the market. The implementation of the brand strategies shall be done by the living assets i.e. Human resources of the company. Resource involvement is ascertained by the job satisfaction of the employees; the personal attachment towards their job and colleagues which influence their acceptance and willingness to perform at work. Employees are considered as the most powerful living asset of the brand, and hence must be well treated. And, employees shall be trained and prepared to be the greatest existing resource within the organisation.


The strongest brands increasingly find ways to collaborate – they offer services that deliver seamless synergies, fitting nicely into consumer values, behaviour and lifestyle.

Image source – Pinterest.com

advertising - Nasheet Shadani

Acclaimed Illustrator, Nasheet Shadani, employs his experience and know-how in the field of advertising to inform us about the constantly transforming nature of the field; the factors influencing these changes, and the effects of this going advancement.

Like any other creative industry, it is about transformation.

This process of transformation has been much faster in the previous few years. The art of communication has evolved from being merely ‘announcements’ to real-time engagements. Earlier, it used to be very passive, but it is now becoming more and more active. These changes are based on the context of the social structure and related trends which existed then and the way they have become now, with respect to the current status of economy, technological leaps, means of communication, nature of aspirations and so on.

With the ongoing advent of improvised and more innovative technology, new media emerges as a byproduct of the changing scene, and with the evolution of new media, new languages and behaviours are formed and cultivated. Smart brands are those that are more open and quick in adapting to these upcoming changes. Each and every day, we are bombarded with more and more information and visuals, in all sorts of ways. Our brain automatically starts filtering information i.e. if an ad looks like an “ad”, it will be on the top of a person’s ‘ignore-this-list’.

Technology and the fast-paced culture is also changing the way we focus our attention.

According to a Microsoft research, the attention spans of people have dropped from 12 seconds (in 2000) to 8 seconds (2015). This demands a relook at how we are going to create advertising. Less text and more visuals that clearly communicate the point; videos that work without sound; messages that are delivered in the first few seconds, and worth-disrupting content are few of the advertising needs based on how people respond to ads these days.

India is coming out to be one of the fastest growing online populations.

This revolution needs to be smartly encashed. For example, on platforms like Facebook, a great idea from a small startup can reach millions of well-targeted people, through a single click. The future is going to be even more exciting.

Technology cannot save a bad idea.

No matter how technology-driven we become as a society, the pressure will always be on thinkers. A great idea put strategically across various media is the hack

Published in Issue 36

Every year brings a lot of hope and promises. With a New Year resolutions list (which might be lost by now) and hope of everything will change for good we all welcomed 2017. This issue explored, how these changes will affect our businesses and how we can be prepared for the growth predicted by the experts. The Wise Advice section includes pieces of advice on the web, mobile apps, user interface and user experience from well-known industry experts. Arun Pattnaik, a self-learned UX & UI expert also highlighted the importance of user experience in the process of building a strong brand. This issue gives you hint about tends to keep an eye on and how to be ready for it! So not just for the business owners but also for upcoming creative entrepreneurs this one is a must read!


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