Brand: Mehta Jewellery
Magazine Print Advertisement
Concept: Cyril Towle
Design: Tamizh
Copy: Cyril Towle
Most jewelry advertisements are merely lines made up of adjectives--a handful of adjectives ( elegant, beautiful,exclusive et al) that get repeated rather gratuitously. These advertisements do not, almost invariably, say anything particular about the craft, jewels used, or the differentiating proposition. The challenge was not only in finding an honest proposition to make and skirt conveniently written copy, but also to convince the client that it was high time for them to take their communication seriously. This copy draws its strength from the history of the craft and the real value proposition that the brand offers.
Brand: The Sunday Guardian
Magazine Print Advertisement
Concept: Cyril Towle
Design: Ashwani Kumar
Copy: Cyril Towle
A two piece campaign to reinforce the difference between daily news and a serious, wide perspective reading of affairs that impact us and why such reading must be a part of our leisurely Sunday schedule. The challenge lay in telling readers why standard format newspapers aren't simply enough, without disparaging daily newspapers and our daily ritual of 'quickly catching up on news'.
Brand: Action Aid (India)
Micro Site
Concept: Cyril Towle
Design: Ramesh Ramy
Copy: Cyril Towle
The banner copy had to be topical to attract attention and yet veer away from the token 'sad story'. Good old secondary school geography class comes in handy---'retreating monsoon' which is quintessentially South Indian offers the hinge for the word play.
Brand: Action Aid (India)
Micro Site
Concept: Cyril Towle
Design: Ramesh Swamy
Copy: Cyril Towle
An empowered mother,we all know, and will agree, is in some way better equipped to support her family. What we don't know,however, is the direct and immediate impact she has on not just her family, but also the community. It took some research to establish the correlation between an empowered mother and the general wellness of the immediate community. The challenge was to communicate, the wide range of benefits concomitant with empowering a mother, within the limited banner space.
Brand: World Vision (India)-24 Hour Famine 2014
Micro Site
Concept: Cyril Towle
Design: Sunil Menon
Copy: Cyril Towle
When was the last time we were deprived of something important to us---something like food, water, education,electricity ? Probably never in our lives and that is exactly what keeps us all from fully understanding what it is to have a deprived childhood. Participating school children forgoing creature comforts for 24 hours were enough to make kith and kin sit up and listen.With that attention it was easier to tell the story and convince them to actively contribute to change the dismal picture.
Brand: World Vision (India)
Concept: Cyril Towle
Design: Thangapandi
Copy: Cyril Towle
Brand: Muse
Brand Launch Collateral
Concept: Cyril Towle
Design: Ashwani Kumar
Copy: Cyril Towle
Introducing a brand to its TG when nothing of its sort already exists is a challenge. What will the reference point be? Muse--a multi designer platform, a couture store, a tattoo studio, an art decor studio and an artists collaborative---is many things rolled into one and had to be described as that. Muse's personality had to be built without any known reference to start with.
