Department Of Posts DM STAMPS by Ogilvy & Mather Gurgaon


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Industry Postal, Courier, Shipping & Freight services, Government & Other Authorities
Media Direct marketing
Market India
Agency Ogilvy & Mather Gurgaon
Art Director Nitin Srivastava
Copywriter Gunjan Gaba, Jossy Raphael Ogilvy
Illustrator Ibrahim Shaikh, Ranga Reddy
Released February 2009

Credits & Description

Category: Flat Mailing
Product/Service: INDIA POST
Date of First Appearance: Mar 1 2009 12:00AM
Entrant Company: OGILVY & MATHER, Gurgaon, INDIA
Executive Chairman & Creative Director, South Asia: Piyush Pandey (Ogilvy & Mather, Gurgaon)
Group Creative Director: Ajay Gahlaut (Ogilvy & Mather, Gurgaon)
Senior Creative Director: Nitin Srivastava (Ogilvy & Mather, Gurgaon)
Creative Director: Jossy Raphael (Ogilvy & Mather, Gurgaon)
Designer: Nitin Srivastava (Ogilvy & Mather, Gurgaon)
Art Director: Nitin Srivastava (Ogilvy & Mather, Gurgaon)
Copywriter: Jossy Raphael (Ogilvy & Mather, Gurgaon)
Copywriter: Gunjan Gaba (Ogilvy & Mather, Gurgaon)
Production Supervisor: K K Sreenivasan (Ogilvy & Mather, Gurgaon)
Illustrator: Ibrahim Shaikh (Ogilvy & Mather, Gurgaon)
Illustrator: Ranga Reddy (Ogilvy & Mather, Gurgaon)
Production Supervisor: Anand Kumar (Ogilvy & Mather, Gurgaon)
Group President - North & East: Sanjay Thapar (Ogilvy & Mather, Gurgaon)
Production Director: Rajesh Bhargava
Media placement: Calendar - Mailed To Stakeholders - 1 Jan 2009

Describe the brief/objective of the direct campaign.
The Postal Department of India touches the lives of over a billion Indians. The department wanted to promote its image among its key stakeholders. The target audience included diplomats, top corporates, ministries. The strategy was to celebrate India Post's vast presence across the length and breadth of the country. And in doing so remind its audience how it is one of the few organisations in the country that touches people in every nook and cranny of India.

Explain why the creative execution was relevant to the product or service.
The calendar design was original and innovative. It went beyond being just a ready reckoner for dates; it became a memorable piece that was talked about, a keepsake that stakeholders of India Post cherished. The use of stamps and the very Indian treatment made it very appropriate for the brand.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The solution was to send a calendar as an image-building tool that celebrated India Post's presence across India. We designed a unique calendar that commemorated each day of the year through a stamp. The 365 stamps celebrated India in all her glory: her gods and goddesses, her Bollywood hits and its millionaire superstars, her world-class cricketers, her colourful politicians, her rich past and her dynamic present. It brought alive the vibrant, multifaceted nation that is India and through association showed how India Post is a part and parcel of this wonderful country.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
100 copies of this limited edition calendar were distributed to top corporate houses, diplomats, ministries and other major stakeholders. It was well-appreciated and the word-of-mouth led to a flood of requests for the calendar from various sources. India Post did another print run of 100 copies to accommodate the demand. With a small budget, the Department of Posts was able to enhance its image considerably among its key stakeholders. The calendar also got a lot of international acclaim: It's been selected by the D&AD, One Show and Clio. It also picked up national awards in India.