CREATIVE
The first three ads were part of a campaign. The first ad had the headline above the left visual showing the idol of Lord Shiva with a broken nose, which said "Shiva temple , Mumbai" and the headline above the right hand visual said "rebuilt". The two visuals indicating a "before -after" scenario with M-Seal adhesive as the saviour! Similarly, the next visual with the sculpture with the hands cut had the headline "Venus di Milo,Louvre, Paris". The after M-Seal visual had the hands returned and the headline went "Joined". For the third one it was "The Pissing Boy of Brussels" and the visual on the right showed the boy rather "inactive":), thanks to M-Seal and the healdine said "Leak stopped"!. Meetu and Paul did this campaign with Ganga and Nalesh supervising.
STRATEGIC RELEVANCE
M-Seal was faced with stagnating sales growth. Our attempt to rejuvenate this by identifying "new uses, new users" and increase frequency of consumption. The known benefits of stopping leaking pipes, rebuilding cracks in walls and joining parts were presented in unexpected situations and contexts. The body copy exhorted readers to send in innovative uses of M-Seal that they had discovered. It was aptly christened "Eureka" contest!!
The last ad was to promote M-Seal as a medium for art. The headline went without the alphabet i in "artist" The body copy urging the reader to discover the hidden "i" in themselves. Art with M-Seal was a means of self expression and discovery, argued the writer Cherry Koshy. Ganga and Nalesh got this released after working on this with the original team.
We pitched and won this account from Mudra the incumbent agency. We also did a film which showed a nervous thief breaking into a house and using M-Seal to stop all the nocturnal noises, leaking tap, a clock pendulum about to strike 12 and even a creaking open window from where he climbed in, closing all his exits!!
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