101 BOMBED SCRIPTS by BBDO Mumbai for BBDO

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101 BOMBED SCRIPTS

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market India
Agency BBDO Mumbai
Associate Creative Director Varun Goswami, Arjuna Gaur
Executive Creative Director Sandipan Bhattacharyya
Creative Director Anunay Rai
Art Director Anjali Bharadwaj
Copywriter Harsharan Vir Singh
Released April 2011

Credits & Description

Category: Self Promotion
Advertiser: BBDO INDIA
Product/Service: ADVERTISING AGENCY
Agency: BBDO INDIA
Chief Creative Officer: Josy Paul (Bbdo India)
Executive Creative Director: Sandipan Bhattacharyya (Bbdo India)
Creative Director: Anunay Rai (Bbdo India)
Associate Creative Director: Arjuna Gaur (Bbdo India)
Associate Creative Director: Varun Goswami (Bbdo India)
Art Director: Anjali Bharadwaj (Bbdo India)
Copywriter: Harsharan Vir Singh (Bbdo India)
Graphic Artist: Shiv Shankar Maurya (Bbdo India)
Media placement: Paperback Book - Direct Mail By Post - 26 April 2011

Describe the brief from the client
We were the creative agency for brand 7UP and it was time to go on air with a new film campaign. A campaign that we hoped would turn out to be a watershed for the brand in India. Unfortunately, Punita Lal, the then Marketing Director at PepsiCo India didn't take to any of our scripts. Hundreds of scripts and many meetings later, we had nothing on air and and the client was beginning to doubt the team's abilities. We needed a great idea that could get her faith in the agency back. And show how committed we were to cracking the campaign.

Describe the challenges and key objectives
The Agency-Client relationship was perhaps at its worst and the situation was worrying. With over a 100 rejected scripts, we were faced with the challenge of turning a jaded client into a supporter of our work and hopefully breathe new life into the relationship.

Describe how you arrived at the final design
We decided to collect an entire season’s worth of rejected scripts and turn them into a book to demonstrate the hard work the agency was putting behind the account while also giving her an opportunity to revisit some of the work we genuinely believed in.
We branded this book '101 scripts that never made it past Punita Lal' and actually got it printed as a paperback! This would be a great way to demonstrate the extent of work we were putting behind the brand and also the agency's ability to face a situation with a sense of humour.

Give some indication of how successful the outcome was in the market
With the client, it changed our image from 'I don't know if the agency gets it' to 'How does the agency get these amazing ideas!'

It worked wonders for the client-agency relationship.

It put us in an excellent position for the next round of script discussions, finally leading to an approval for a film campaign.

It is also worthwhile to mention that most people love to have a printed paperback novel with their name on the title. It's human! This one found a vantage point on the Marketing Director's desk and kept reminding her of the Agency!