ITC Design & Branding FROM ONE STATESMAN TO ANOTHER by Ogilvy & Mather Gurgaon

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FROM ONE STATESMAN TO ANOTHER

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Industry Hotels & Resorts
Media Design & Branding
Market India
Agency Ogilvy & Mather Gurgaon
Executive Creative Director Graham Kelly, Ajay Gahlaut
Creative Director Sangita Dev
Art Director Sunil Gauri
Copywriter Sangita Dev, Mahim Kumar Chaudhuri
Released September 2010

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: ITC LIMITED HOTELS DIVISION
Product/Service: ITC MAURYA - AMBASSADOR'S DINNER
Agency: OGILVY & MATHER
Date of First Appearance: Sep 24 2010
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Executive Creative Director: Graham Kelly (Ogilvy & Mather, Gurgaon)
Executive Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Creative Director: Sangita Dev (Ogilvy & Mather, Gurgaon)
Copywriter: Sangita Dev (Ogilvy & Mather, Gurgaon)
Copywriter: Mahim Chaudhuri (Ogilvy & Mather, Gurgaon)
Art Director: Sunil Gauri (Ogilvy & Mather, Gurgaon)
Client Servicing: A.K. Narendranath (Ogilvy & Mather, Gurgaon)
Sr. Controller - Production Services: Satyajit Basu (Ogilvy & Mather, Gurgaon)
Graphic Artist: Rajender Kumar (Ogilvy & Mather, Gurgaon)
Graphic Artist: Mohammad Umar (Ogilvy & Mather, Gurgaon)
Media placement: Director Mailer - Mailed To Ambassadors And Mission Heads Of All The Embassies In India - 24 September 2010

Describe the brief from the client
The prestigious Ambassadors Dinner Night, usually held every year, was being hosted by ITC Maurya Hotel and the Dean of Missions in India, after a gap of three long years (a casualty of the recession). The brief was to create an invite for the 155 diplomatic missions and embassies represented in India that not only captured the attention of the diplomatic community but got them to attend. An invite that stood out from the thousands of invites they received, yet was not discarded after the event.

The strategy: create an invite that went beyond just a card in an envelope

Describe the challenges and key objectives
To create an invite that was clutter breaking and yet precious enough to become a collectible, the very name ITC Maurya gave rise to the idea.
The invite was sent to emissaries and representatives of countries in India from the desk of the Prime Minister of the great Mauryan Empire, Chanakya. That he also happened to be the master architect of statecraft who wrote the ‘Rules of Governance’, was the perfect connect for the niche audience - the ambassadors and heads of missions.

Describe how you arrived at the final design
To create an invite that was clutter breaking and yet precious enough to become a collectible, the very name ITC Maurya gave rise to the idea.
The invite was sent to emissaries and representatives of countries in India from the desk of the Prime Minister of the great Mauryan Empire, Chanakya. That he also happened to be the master architect of statecraft who wrote the ‘Rules of Governance’, was the perfect connect for the niche audience - the ambassadors and heads of missions.

Give some indication of how successful the outcome was in the market
Of the heads of 155 diplomatic missions in India, 125 came for the grand Welcome Ambassadors Annual Dinner Night. The enclosed Arthasashtra paintings were the conversation piece of the highly successful evening. The personalized work-of-art M.F. Hussain dinner menu truly turned the dinner into a never-to-be-repeated occasion, graced by a fortunate few.