CALCUTTA SCHOOL OF MUSIC: BACH GAVOTTE

Name	Position	Company
Piyush Pandey	Executive Creative Director	Ogilvy & Mather
Sumanto Chattopadhyay	Executive Creative Director	Ogilvy & Mather
Sukhendu Mukherjee	Associate Creative Director	Ogilvy & Mather
Parthaa Ghosh	Activation Head, East	Ogilvy & Mather
Sharmista Dev	General Manager	Ogilvy & Mather
Sujoy Roy	Copywriter	Ogilvy & Mather
Soubhik Payra	Art Director	Ogilvy & Mather
Jayatsen Bhattacharya	Copywriter	Ogilvy & Mather

The client was unable to take conventional media vehicles to support the communication because of financial constraints. Apart from that, it was also important that the message didn't lose its essence in the clutter of conventional media. Keeping these challenges in mind, we had to find a way to communicate both effectively and economically. We were talking to music enthusiasts all across the city. Parents, teachers and students alike. The objective was to make them realize that training themselves in Western classical music will not result in dreary and boring sessions.

The communication had to blend-in with their image of being trend-setters. Notations, the basic grammar of music were an instinctive choice. We wanted to make formal music more appealing to our target audience and break the myth of gravity and reverence attached to it. Overhead wires against the sky immediately gave us the cue of the stave notation lines. The unique idea of using these wires as staves shaped up the communication and gave it an edge over the stereotypical media vehicles.

The ads were displayed at nine strategic locations in the city. These were places near schools and colleges and those which faced heavy traffic congestions. Apart from using overhead wires, speakers were installed inside the kiosks that read the message. The static nature of the creative execution got the eyeballs and the response that it deserved.

The message was immediately communicated to the music enthusiasts and prospective students across Kolkata. It translated into more than 700 phone calls and 260 enrollment forms getting distributed by Calcutta School of Music.