The deadline was 2 days. EICL had to pitch for the Pondicherry Tourism account alongwith Rediff, the big brother. Kiran Waval, the Creative Director (ART)on hire from Mumbai was game for it, so were Prakash Pillai the Creative Director(Copy) , Raghu Madhavan , the Account Director, Shanmughapriya the Acc Executive and Murthy the freelance art director who was assisting Kiran and finishing the layouts with a pal of his.
There was no time for a research and strategy planning session. Dip stick with people who had been to Pondy indicated that it was a relatively popular weekend destination. Why? There was "nothing to do in pondy" "cheap booze" "nobody around". Depressing scenario? You bet it was!
The challenge then was to come up with a campaign from literally 'nothing'. We converted adversity to advantage and came up with a winner. The 'nothings better' campaign. A breakthrough brief and an inspired creative.A brief that was exciting enough for Sangita who was the CD in rediff to gatecrash and do a campaign option for us.
The creatives and the strategic thought are in the next post. Sadly the EICL Office of Chennai was closed down before the agency was finalised and we were all in other places subsequently.
This post gave us all a lot to be proud of and some fond memories of the time we spent in Chennai. I was the VP for South India. I left to join Ras al Khaimah soon after.
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