A B See Peninsular:

A Profile

A 45-people creative agency founded by Amit Baid (Creative Team Leader, Bates Asia, Mumbai Creative Head, Candid) and Anurag Bagaria.

Clients: Videocon, Hiranandani Retail, Next, Hubtown, Cox & Kings, ICICI, SBI and over 200 clients in Real Estate including Hubtown, VBHC, Poddar Housing, ICICI

Homesearch, HDC Realty across 700 projects.

Geography: Offices in Mumbai, Kolkata, Guwahati, Surat, Ranchi.

Amit Baid: Creative Lead/Creative Director Across Leading Brands:

Real Estate:VBHC (HDFC), Hub Town, HDFC Realty, ICICI Home Search

Karrm Infrastructure, Shree Sai Group of CompaniesKashmira Realtors plus 200 Real Estate Developers across India

Media:Times Of India, Economic times, Colours Television(Khatron Ke Khiladi, Bigg Boss), CNBC Bestsellers

Electronics/Consumer Durables:Videocon, Samsung, Sansui, Hyundai, Next

Retail:Next, Hiranandani Retail (Haiko Supermarket, Haiko Mall)

Infrastructure:Topcem Cement, X-Tech TMT Bar

Food/Pharmaceuticals:Nutricharge, Pastonji Ice Creams

Travel:Cox & Kings

Fashion:Manyavar, Bawree, Dagina, Fida

Case Studies

Retail: Supermarket: Haiko, Bloom & Gold: Mumbai, Thane, Chennai Hiranandani Group  The Challenge: Super performing case studies with saturated business. Raise the growth from 10% PA to 20% PA.   Approach: Interviewed (filmed) 100 customers to derive Haiko customers’ unique insensitivity to price. Hence, the positioning on ‘choice’ and food-expertise. (A non price/savings positioning is rare in the category, across the world) Tactical-campaigns communicated events and unique ‘visit again’ offers.   Effect: A 4-year relationship now with strenuous targets and a matching performance (aberrations apart): max revenue per square feet across all supermarkets in India*

Retail: Haiko Mall, Hiranandani Group  The Challenge: The small neighbourhood mall opposed to the established ‘larger hence better’ perception about malls. Approach: Contrarian. To not hide the small size; rather brag about it. Position: The Small Mall  Results: Awaited

Retail: Culture Store: Su:riti, Hiranandani Group The Challenge: Loyal clients but poor walk-ins Approach: Make the brand a synonym for home-decor (art/craft is the obvious domain but much smaller) and push further with great bargains  Results: 12 months, 30% higher walk-ins*

Cement: Topcem, Lohia Group, North East  The Challenge: (Among the top 3 brands in North-East India), nourish the brand Approach: Interviewed 120 customers/dealers (filmed) to comprehend the market. Create a USP where none exists: Cement For 100 Years.  Results: Admired by the client but market-response not measured.

Electronic Retail: The Mobile Store (Pitch) The Challenge: Robust brand and business but margins - low. Can it be disrupted to be the preferred destination for graduation to smart phones (year 2014)? Approach: (Not just about selling the brand but selling the agency against a global network agency) Build a powerful curiosity about smartphones and then address it at the store-lounges… hereby, becoming synonymous with smartphones. (Gatecrashed Pitch) Result: From disinterest to total-support from the marketing-head and team to partner the brand; yet the final signature did not happen.

Electronic Brand, Retail: Videocon Group (Videocon, Sansui, Hyundai, Next, Next.Co.In)  The Challenge: Poor traction and exhausted budgets after failed campaigns in the past. Resurrect Videocon in weaker markets (Kerala, Bengal, Tamil Nadu) and the other brands across India.  Approach: Consistent tactical offers to leverage the home-brand advantage across low-cost media. Robust brand positioning over Japanese/South Korean technology.  Result: Graduation to mediocre response and a 4-year relationship with personal admiration from the group-owners. Eventually, the brand (Next) was merged with Digiworld.

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Electronics: Samsung  The Challenge: The agency on record - Cheil and Leo Burnett could not meet the expectations for a signature profile/catalogue after several rounds. No invitation for a pitch. So I gatecrashed.  Approach: Departed from the brand-space of ‘smart’/‘galaxy’ and took the position of future-ready… Imagined the future 5-10 years from now. ‘Can a phone be pointed at someone to open his Facebook page’ and more. Plugging in the phones with the future.  Result: I am told - this saved ‘jobs’… Not just approved but patronised by Marketing Head, Asia, Samsung - Rahul Saigal. From catalogues for stores; now, stores were to be designed around this catalogue. However, leadership at Samsung (Asia) changed.

Infrastructure: TMT Bar: Saiji  The Challenge: A crowded market with every brand positioned on ‘strength’. Approach: Positioned on endurance. Unique images were the key.  Result: Moderate 

Infrastructure: TMT Bar: X Tech  The Challenge: A crowded market with every brand positioned on ‘strength’. Client perceives - departure from strength will not be safe. Can we keep the same space and yet position differently…  Approach: Cross-Ribbed bars. Hence, the name and the positioning: Strength is In The Grip. Images were created. A leading brand in North-East within 2 years of launch.  Result: A leading brand in North-East within 2 years of launch.

Jewellery: Dagina   The Challenge: A niche store in jewellery but perceived as an icon by customers and competition alike. How does one deliver to a client who has liked no creative in jewellery, ever?  Approach: Interviewed (filmed) over 100 customers… The discerning of the client became the idea! Imagined Maharani Gayatri Devi as a young bride for the shoot/subsequent campaign. Result: Dramatic in numbers. Surat’s jewellery-trade perceives the campaign as an icon.  

Travel : Cox & Kings   The Challenge: A brand that measures business-results for every sqcm of advertising.  Approach: 1% ideation, 99% focus on getting the grammar of travel-communications right.  Result: Fair response.   

Food/Beverages: Assorted

Pharmaceuticals: OTC: Nutricharge (IPCA, Panjon)  The Challenge: The product - a nutrition supplement. Regional market-exposure had generated an encouraging response. IPCA invested in the brand with a mandate to take it national.  Approach: Create a sense of fear regarding health via the credibility of the icon - Amitabh Bachchan and address it via Nutricharge!  Result: Rapid market-share across northern and western India.  

Media: Colours Television – Khatron Ke Khiladi Television Series  The Challenge: In a country, where adventure rarely matched the eyeballs of tear–jerking television serials, a powerful emotional connect was to be build for the series’ Season 2. The Addvertising Way: Don’t just see it; feel it. Result: The TRPs on launch, post the national on-ground campaign were significantly higher; despite the loss of novelty in Season 2.  

Media: The Times of India, The Economic Times The Challenge: Build direct business for Times of India Intelligence Wing on an immediate basis. The Addvertising Way: Visual led communications that conveyed simply and triggered new ideas and approaches.  Result: A consistently performing mail order business for Times of India across hundreds of varied labels. 

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