Below are scripts, ideas and activations that were rejected or never made it to clients, but that I thought deserved to see the light of day.

Royal Enfield Himalayan Manifesto

Kopiko Candy

Brief: Kopiko coffee candy, keeps you awake.

Title: Indian Mother

Super: Kopiko presents Ma ki Neend

MVO: (In a raspy, old fashioned announcer voice) Ek Maa ki neend kabhi puri nahi hoti.

We see a girl coming back from work, late at night, on her scooty. She quietly opens the door and enters the hall. Suddenly, she is greeted by the sight of her mother, wide awake, waiting for her on a rocking chair. She looks scary.

MVO: Especially jab uski beti raat ko der se aati hai.

SFX: Dramatic music swells

The mother shoots her a look and points to the watch. It is 10 pm. The daughter says in an exasperated tone, “Maa aap soi nahi?”

MVO: (dramatically) Woh kabhi nahi soti.

The daughter looks frustrated and goes to her room. The camera is now moving around the mother, as the MVO continues to praise her.

MVO: Waah, mother India. Kya hai aapka raaz? Mamta? Prem?

The camera moves closer to her face. She looks shifty. We see her take out a Kopiko candy from her handkerchief, tear it open and eat it. Her eyes widen.

MVO: Ah. Kopiko Candy. Jis mein hai Coffee ki taazgi.

Cut to a product window of the candy- we see coffee getting poured and forming the candy.

MVO: Kopiko
Keeps you awake

Title: Ants

Film opens on a line of ants who are working hard.  They are passing bits of food along a line, building their anthill and defending it. We hear an over-enthusiastic army type song,

Song reference:

The camera follows the trail of ants who are passing food and we see they are breaking off bits of a Kopiko candy that has fallen on the floor.

Super: Kopiko Candy
Keeps you awake

Title: Hypnotist

Film opens on a magic show in progress. The hypnotist on stage calls for a volunteer. He boasts that he can hypnotise anybody and no one can resist him. A weak looking man volunteers hesitantly. He gets on stage. He pulls out a Kopiko candy and eats it. The hypnotist takes out a watch and swings it in front of him. The man’s eyes have widened and they follow the swinging watch. In a deep voice, the hypnotist commands him,

“Tumhari aankhen bhaari ho rahi hai…tumhe sona hai…Mere teen tak ginne pe, tum so jaoge..ek…do…teen…so jao!”

But the man’s eyes are wider than ever. He has a smile on his face- he looks transfixed, but hasn’t fallen asleep. The hypnotist repeats, louder, “SO JAO!”

The hypnotist now looks a little panicked, “So jao, please? So jao! Sooooo jaaaaaaoooooo!”

The audience is now laughing at him. The man is still smiling. As the hypnotist keeps telling him to sleep, the camera pans and zooms in and we see that he is chewing on something.

VO: Kopiko Coffee Candy
Keeps you awake.

Cut to a product window of the candy- we see coffee getting poured and forming the candy.

Google Chrome – Typos
More and more children are being diagnosed with Dyslexia every day. Yet a major obstacle in the timely diagnosis and help for the child is the fact that parents and teachers do not understand what it is like to have this learning difficulty. BMU wanted people to understand the frustration a child goes through when they cannot easily translate their thoughts onto paper.
The Idea
We create a new font, made using the common characteristics that are indicative of dyslexia. Mirrored alphabets, indistinguishable handwriting, syllables written out phonetically, etc. We study the handwriting of several dyslexic children to create it.
The execution
On World Dyslexia day, Google chrome will install the font in its search bar. So that whenever anyone tries to type in something, they will be frustrated with their inability to type it right. The correct answer would appear in the search page as ‘Did you mean…’ along with a message reminding them that dyslexic children go through this every day. They are invited to the page of the Indian Dyslexic association to read more.
This idea can be supported by people buying, downloading and using the font in tweets with #Typos. Proceeds from the sale of the font goes to the Indian Dyslexic foundation.
Google+ Hangout – Lost in Translation
Can people of different nationalities speaking different languages carry a conversation? We use Google Hangout to find out.
The Idea
We get people of different nationalities speaking different languages on a Google Hangout call, where they can see each other. They are told to carry out a conversation in their language only, and see if they can get the message across.
The conversation could revolve around simple things like what they ate for lunch that day to more abstract things like ‘What makes us happy?’. At the end of each conversation, they are told to summarize what they thought had happened.
We create this film and upload it online on World Unity Day.

Carlsberg –  Probably the greatest surrogate in the world

The Brand
Carlsberg worldwide is known for its humorous and tongue-in-cheek style of advertising. In India, their campaign has revolved around the thought of, ‘If Carlsberg did it, it would be the greatest in the world’

The Brief
In a country like India, where alcohol advertising is banned, how do you advertise a brand like Carlsberg?

The Idea

The Carlsberg Surrogate Search

How does it work?
Carlsberg launches a contest to find their next surrogate product.

The Indian ban on alcohol advertising is so obviously subverted by alcohol companies using surrogates. To poke fun at this antiquated concept, Carlsberg will launch a real, actual contest to find its next surrogateproduct – and actually produce, research and market it to the public.

The Mechanism

We launch the contest using a 3600 campaign. The spots and ads would be funny and sarcastic invitations to create the next Carlsberg surrogate. We announce that the winning entry could actually be produced and marketed by Carlsberg. The only condition is that these products have to be absolutely original – and absolutely useless.

A website is set up for people to submit their ideas. We create some whacky new products to get the ball rolling (e.g. – a pen with water as ink, Instant microwavable salad, etc.)

We shortlist some interesting ideas and produce samples. Then, we actually conduct market research with real respondents to see which one fits the Carlsberg brand. This research is recorded and is uploaded online as well.

Finally, we pick the most interesting product, mass produce it and sell it across major retail outlets. People could get it free with a six pack of Carlsberg as well. We launch a spoof TVC for the product and promote the whole thing on social media.