CINKARA

13TH APRIL, 2020

 WHAT MUST CLIENTS LOOK FOR IN AN AGENCY

WHY IS IT IMPORTANT TO CREATE “GOOD WORK”

WHAT DO CREATIVE PEOPLE LOOK FOR IN CLIENTS

HOW DO WE CREATE GOOD WORK?

 THE MOST LOVED FILM

WE STUNNED THE
INDUSTRY

MY PASSION BRAND

OUT-OF-BOX IDEA
PEOPLE LOVED US &
HATED US
CINKARA
RELAUNCH BRIEF
Brief
Brand repositioned as
u CINKARA : GET THE EDGE

Basic thought being :

Today, everybody lives life in the fast lane.
Scientific researches have shown that there are nutritional gaps in the food we consume.
Yet, to maximise our potential, we need good health .
CINKARA with its vitamins & minerals adds vitality and strength to our body.
Cinkara provides that “extra nudge” we need to give ourselves to ‘get the edge’.

A Family Tonic
 PROLOGUE

What is the biggest mistake brands do?

 WHEN THEY SAY

I will Make you do this.

 Taking itself too seriously.

Reality is that a brand can’t make anyone do anything.

It can just partner a consumer, making her better in what she is already doing.
This is the communication approach we will be following in the
campaign for CINKARA.
 CONCEPT

Todays Families are 24X7 round the clock Families.

They work,
They binge,
They party.
They holiday.
Their competition is not with anyone else but with themselves.
They outdo themselves. They believe in breaking their own records.
And for all this they need infinite energy.
 HERE COMES CINKARA TO PARTNER THIS FAMILY.
TO PARTNER YOU.

And when two come together they always have an edge in comparison to one.
In hindi there is a very interesting expression when one person partner’s the other.
And when we club this interesting expression with our brand promise, we get the
brand idea
EK MAIN AUR EK CINKARA
YANI EK AUR EK GYARAH
CINKARA
EK AUR EK GYARAH
 BRAND CAMPAIGN

THE IDEA HAS TO LOOK FRESH

THE EXPRESSION HAS TO BE FRESH

BE
different

THERE MUST BE “ME”IN THE CAMPAIGN

360 SHOULD BE RELATABLE

DIGITAL SHOULD BE THE ‘NEW” MEDIUM BECAUSE

WE ARE LOOK FOR”NEW” WHO WILL BE THE NEW
FAITHFUL
PRINT – CONCEPT CARD
Ek main aur ek Cinkara
Yani
E k G y a ra h
E k Au r
MEIN AUR MERI FAMILY RUKNE MEIN VISHWAS NAHI
KARTI. ZINDAGI KO POORA JEENE AUR HARDAM AAGEY
BADHNE KE LIYE JO ENERGY CHAHIYE VOH HUME MILTI
HAI CINKARA SE. TABHI TOH MEIN AUR CINKARA YANI EK
AUR EK GYARAH!
 Hum aur Cinkara
Yani
Ek Aur Ek Gyarah
MEIN AUR MERI FAMILY RUKNE MEIN VISHWAS NAHI
KARTI. ZINDAGI KO POORA JEENE AUR HARDAM
AAGEY BADHNE KE LIYE JO ENERGY CHAHIYE VOH
HUME MILTI HAI CINKARA SE. TABHI TOH MEIN AUR
CINKARA YANI EK AUR EK GYARAH!
 Main aur Cinkara
Yani
k G y a ra h
E k Au r E

CRICKET MEIN CENTURY KE SAATH LIFE KI HAR FIELD

MEIN MAIN CENTURY BANATA HUN. AUR AISA KARNE
KE LIYE JO ENERGY CHAHIYE VOH MUJHE MILTI HAI
CINKARA SE. TABHI TOH MEIN AUR CINKARA YANI EK
AUR EK GYARAH!
 Main aur Cinkara
Yani
E k G y a ra h
E k Aur

CRICKET MEIN CENTURY KE SAATH LIFE KI HAR FIELD MEIN

MAIN CENTURY BANATA HUN. AUR AISA KARNE KE LIYE
JO ENERGY CHAHIYE VOH MUJHE MILTI HAI CINKARA SE.
TABHI TOH MEIN AUR CINKARA YANI EK AUR
EK GYARAH!
 KITNI BHI TOUGH HO, ZINDAGI KO
JEETA HUN POORA

Main aur Cinkara

Yani
r E k G y a ra h
E k Au
F

MERE LIYE LIFE MATLAB SPEED. AUR AISA

KARNE KE LIYE JO ENERGY MUJHE CHAHIYE
VOH MUJHE MILTI HAI CINKARA SE.. TABHI
TOH MEIN AUR CINKARA YANI EK AUR EK
GYARAH!
 FASTING DAY MEANS ONLY
PET KO ARAAM. BODY .KAREGI
BHARPOOR KAAM

Main aur Cinkara

Yani
u r E k G y a ra h
Ek A

MERE LIYE FASTING KA MEANING SIRF

PET KI CHUTTI, KAAM KI NAHI. AUR AISA
KARNE KE LIYE JO ENERGY MUJHE
CHAHIYE VOH MUJHE MILTI HAI
CINKARA SE.. TABHI TOH MEIN AUR
CINKARA YANI EK AUR EK GYARAH!
DIGITAL ENGAGEMENTS
 IDEA 1: TWITTER CHALLENGE/ACTIVATION

Cinkara ‘bechara ad’ comes in the iconic ads of Indian television.

On digital to get an instant cut through its no brainer to use that ad to generate
new conversations and user generated content.

SO THE TWITTER CHALLENGE WE CAN TAKE FORWARD IS

BECHARA
SE
GYARAH
 MECHANICS

‘Yeh bechara kaam ke bhojh ka maara’

has the power to become part of the pop culture. Lets make it.
We will tell people that this is the line for bechara’.
Write a line for gyarah which is just opposite of bechara
 MECHANICS

Bechara expression:
Yeh bechara kaam ke bhoj ka maara

Gyarah expression:
Yeh “gyarah” kare de kaam in just an ishara
 MECHANICS

Now share you line with hashtags

#CinkaraBecharaSeGyarah
 IDEA 2: CREATION OF TWITTER HANDLE

We can create a twitter handle with the name- cinkara gyarah. This will be
a handle personifying a man/woman called gyarah who always have an out of
the box solution of every problem. Also he/she will tweet a odd hrs like 3 AM
showing the infinite energy.
 IDEA 3: FACEBOOK APP

Everyday we come across various facebook apps which tells you different
things. Can we create a facebook app called- bechara or gyarah! This app will
tell you whether you are a gyarah type of person or a bechara type of person
 IDEA 4: INTERACTIVE BANNERS

Interactive banners using bechara and gyarah as two persons. Interesting

statements can be created on the lines of humor
 SOME EXAMPLES

Ad-1 : Bechara iss kaam ke bhojh ka maara

Gyarah poora kare kaam in just an “ishara”

Ad-2 : Bechara always complains

Gyarah always complements
 IDEA 5: COMIC STRIPS

A comic book strip can be created like cynide and happiness or more locally santa-
banta with our two characters Bechara & Gyarah
 IDEA 6: DIGITAL FILMS

Digital Films on the format mac vs PC (Bechara vs gyarah.) :

https://www.youtube.com/watch?v=0eEG5LVXdKo&t=1199s
 IDEA 6: DIGITAL FILMS

In these we can show two mothers, two youngsters, two middle age and even
two families trying to outdo each other with words but in the end ‘gyarah’ wins
because they consume cinkara.
In this we can consider having javed jaffry
playing two roles. One of a bechara and one of gyarah
 OBJECTIVE FOR DIGITAL

To make Cinkara a part of the conversation

Agar tu nahi peeta hai cinkara
toh tu hai bechara
 INTRODUCING A NEW CHARACTER FOR RADIO & DIGITAL

We have seen superheroes like spiderman, superman and batman. But

the biggest superhero in the world is a mother who works 24x7x365
When Cinkara partner her, she becomes….
 MOM MAN

We can create a character called ‘Mom Man’ who will share her heroic stories
about herself, her son, daughter and husband.
CINKARA PRESENTS
MOM MAN
 RADIO CAMPAIGN

In these radio spots Mom man will come and say golden nuggets about how
she keeps her family always gyarah!
 RADIO CAMPAIGN

Spot 1: family
Hello mein hun mother aur SAARA SHEHAR MUJHE KEHTA HAI..
Superhero Mom man. Aur yeh hai aaj meri family ka plan

Din bhar office

Shaam ko ghar
Raat ko dinner
Aur fir poori family, cinema ghar
Family ki iss energy ka secret hai … Cinkara
Hum aur cinkara Yani ek aur ek gyarah
 RADIO CAMPAIGN

Spot 2: Chintu
Hello mein hun mother aur SAARA SHEHAR MUJHE KEHTA HAI..
Superhero Mom man. Aur yeh hai aaj mere bete chintu ka plan

Subah school
noon mein cricket match
shaam ko jeet ki party
night mein science ke formulon ka catch
Chintu ki iss energy ka secret hai … Cinkara
Chintu aur cinkara Yani ek aur ek gyarah
 RADIO CAMPAIGN

Spot 3: Patidev
Hello mein hun mother aur SAARA SHEHAR MUJHE KEHTA HAI..
Superhero Mom man. Aur yeh hai aaj mere patidev ka plan

Office Monday to Friday

Saturday football match
Sunday binge watch
Sunday night dinner outside
Active life round the clock

Patidev ki iss energy ka secret hai … Cinkara

Patidev aur cinkara Yani ek aur ek gyarah
 DIGITAL CAMPAIGN

On digital too we can create this character-

Mom Man
who will come and talk about the secret of her
family’s infinite energy.
These are quick films not more than 15 secs each.