INFLAMAX RESEARCH INC. Ragweed Allergy Study. (English)

Service: Ragweed Allergy Study – 2014.
Treatment: This communication was designed for the ‘Allergy-unfamiliar’ market amongst South Asians. A comprehensive pre-campaign survey had shown that allergy symptoms were often confused with common cold amongst large sections of South Asians. The treatment of the TVC was deliberately kept light and ‘fun’ in keeping with survey results which found the target segment wary of communication that was ‘scary’ and ‘too medical-ly’. A known South Asian TV personality in Toronto was used to carry the service message.
Messaging: “If you are sneezing, it could very well be from Ragweed Allergy!”
Objective: Educate audience on similarity of symptoms between common cold & ragweed allergy > Demonstrate that getting tested for allergies is not ‘scary’ and one doesn’t have to be injected with all kinds of medicines. Just blow into a machine and know if you are allergic to Ragweed > Build desire to participate in client’s allergy study and earn a large monetary reward.

‘CRISPY’ FUSION TVC. (English)

Client: TWI Foods Inc. July – 2014.
Objective: Move communication from Crispy’s core ethnic (South Asian) base to a more open ‘generic’ (general market) audience. The product chosen to carry this message – the universally accepted and highly popular ‘Crispy Tandoori Naan’ ( a plush flatbread cooked in a clay oven called a Tandoor).
Challenge: Expand the communication reach but not lose touch with either the product’s South Asian origins or its traditional ethnic user-base.
Treatment: Jingle based action for enhanced memorability; Use of an acoustic-mnemonic (“Naani – Naani”) that sounds similar to product name and juxtapose it with brand name Crispy for top ‘o mind recall; Visually show a Naan being used as a ‘Wrap’ or a ‘Pizza’ (more contemporary uses of Naan in a Canadian setting) along with its more accepted ethnic use – as an accompaniment with curry.
Messaging: “You can enjoy a Crispy Tandoori Naan in multiple ways!”

‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (English #1)

Product:SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Treatment: The Agency created a series of four (4) 30-seconders – each piece showcasing one  specific South Asian customer group, e.g., Punjabi, Gujarati, Sri Lankan etc.
This piece was the 1st in the series. It features a Sikh gentleman (originally from North of India) but with a typically Canadian-style turban to identify with ‘settled’ Punjabi businessmen in Toronto.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage purchase action.

‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (English #2)

Product: SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Theme: 4th TVC in the series, this piece features a South Asian businesswoman to target the growing segment of female South Asian entrepreneurs in the GTA (and, on a wider scale, Canada).
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage quick purchase action.

‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (Hindi)

Product:SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Theme: This 2nd TVC features a Gujarati couple from the West of India. This ethnic group is traditionally business oriented and is a fairly new entrant into the Canadian immigrant pool.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage quick purchase.

‘Sitara’ – GTA’s 1st South Asian Shopping Mall. (Tamil)

Product:SITARA (Eng: ‘Star’) – Toronto’s 1st South Asian Shopping Mall.
Theme: This 3rd TVC features a Sri Lankan businessman (his dialogues are in Tamil) to cater to the largest South Asian group located within the immediate geographical vicinity of the project.
Messaging: “This is my destiny and this is my Star!”
Objective: Brand reinforcement > Build ‘pride’ in ownership > Communicate product completion date to encourage quick purchase.

WU ‘YES! Win Cash’ TVC (South-Asia, English)*

Brand: Western Union USA
Market: South Asia (English)
Product: “Win” by sending money
Duration: 30 seconds.
* Only production resource provided.

ADONIS Supermarket TVC (All segments – English)

Brand: ADONIS Supermarket – 2013.
Market: General + ethnic markets.
Theme: “Everyone’s favorite multicultural supermarket”.
Duration: 30 seconds.
Objective: #1: Launch the first location of this supermarket chain in the Mississauga area; #2: Strongly establish that ADONIS is ‘truly’ multicultural in the truest sense.

WU ‘Win-a-Trip-this-Diwali’ TVC (India-Hindi)

Brand: Western Union
Market: India (Hindi)
Theme: WU ‘Holiday (Diwali) Surprise!’
Duration: 30 seconds.
Objective: Drive a special festival (Diwali – the Indian festival of lights) promotion.
Challenge: Do equal justice to WU as well as ‘True Roots’ – the promotion’s Indian telecom partner.

WU – Moving Money My Way TVC (Pakistan-Urdu)

Brand: Western Union
Market: Pakistan (Urdu)
Theme: Moving Money My Way!
Duration: 30 seconds.
Objective: Educate market on 3 different options available to them for ‘sending money’ to their loved ones back home in Pakistan.
Challenge: Do equal justice to 1) Options of sending money; 2) Special promotional fee for sending $1000.00 at a time; 3) Western Union’s 20th year in Canada and 4) Showcase WU’s Preferred Customer Card for ease of sending money.

WU – “Moving Money, My Way!” TVC (Africa)

Brand: Western Union
Market: Africa (English)
Theme: Moving Money My Way!
Duration: 30 seconds.
Objective: Educate market on 3 different options available to them for ‘sending money’ to their loved ones back home in Africa.
Challenge: Focus on not two, not 3 but FOUR separate themes in the ad. These included 1) Options of sending money; 2) $5.00 discount on transfer fee; 3) Western Union’s 20th year in Canada and 4) Showcase WU’s Preferred Customer Card for ease of sending money.

WU ‘moving money for better this Holi’ (India-Hindi)

Brand: Western Union
Market: India (Hindi)
Theme: Moving Money For Better
Duration: 30 seconds.
Objective: Maximize reach during the auspicious Indian festival of Holi (festival of colors).
Challenge: Involve ‘textual timelines’ (a still ad concept) within moving images as well as promote the new WU tagline: “moving money for better”.

Crispy “Uninvited Baaraat” TVC (South Asia, Hindi)

Brand: CRISPY Oven Fresh Delicacies
Market: South Asians in Canada, USA, UK, UAE, Australia & Germany
Theme: CRISPY makes magic!
Duration: 30 & 15 seconds.
Objective: Brand reinforcement.
Challenge: Cut through competitive clutter on media and firmly reinforce brand Crispy – known for its unique South Asian flavors, textures and taste.

Crispy ‘Cricket Kid’ TVC (South Asia, Hindi)

Brand: CRISPY Oven Fresh Delicacies
Market: South Asians in Canada, USA, UK, UAE, Australia & Germany
Theme: CRISPY makes magic!
Duration: 30 & 15 seconds.
Objective: Brand reinforcement.
Challenge: Cut through competitive clutter on media and firmly reinforce brand Crispy – known for its unique South Asian flavors, textures and taste.

Crispy ‘Cafeteria Magic’ TVC (South Asia, Hindi)

Brand: CRISPY Oven Fresh Delicacies
Market: South Asians in Canada, USA, UK, UAE, Australia & Germany
Theme: CRISPY makes magic!
Duration: 30 & 15 seconds.
Objective: Brand reinforcement.
Challenge: Cut through competitive clutter on media and firmly reinforce brand Crispy – known for its unique South Asian flavors, textures and taste.

Crispy ‘Give me some of them!’ TVC (South Asia, Hinglish)

Brand: CRISPY Oven Fresh Delicacies
Market: South Asians in Canada, USA, UK, UAE, Australia & Germany
Theme: CRISPY makes magic!
Duration: 30 & 15 seconds.
Objective: Establish ‘Crispy Cake Rusks’ as the popular favorite in a typically Hindi-filmy song & dance setting.
Challenge: Showcase multiple Crispy products in a family setting – associating each product with its particular age demographic.