This was my first campaign will always have a special place in my heart. I had just joined Webchutney, a dreamy eyed Copy Trainee looking to learn the ropes and make a mark in an exciting new medium.
It was April 2012 and the 5th season of the Indian Premier League was about to begin. Sansui came to us with a simple brief, to leverage IPL fever to promote their range of consumer electronic products through a funny and endearing digital campaign.
We set out to identify the enemies of cricket. We exposed the
CRICKET KE DUSHMAN
The hero of the campaign was the unassuming cartoon character Saajan, who symbolized the passionate yet unfortunate cricket maniac.
The campaign followed Saajan’s misadventures on Sansui India’s Facebook page (https://www.facebook.com/SansuiIndia) through comic strips as he dealt with the “Cricket Ke Dushmans” in his life and tried to catch the IPL on his Sansui T.V.
Under the wonderful guidance of my seniors;
I collaborated with my friend and fellow Copy Intern Sonali Mushahary to conceptualise and flesh out Saajan and the “Cricket ke Dushmans.”
Hunkered down to script the comic shorts.
And even wrote a spoof of the famous song “Tayyab Ali Pyar ka Dushman” to give it a Cricket ke Dushman twist. The song was recorded and uploaded on Sansui India’s Youtube channel and cross promoted on Facebook.
The campaign delivered in spades as fans and engagement on Sansui India’s page reached new highs. And me, I got my first taste of digital advertising, and indeed, of Webchutney.