ITS TRUE - IDEAS IN THE SHOWER!

Client : 21st Century Management Services, Chennai, India

Brief : To communicate that Twentyfirst Century Management Services is a very modern company with a large number of branches spread throughout India but still deep rooted in traditional values of integrity, family values etc.

Headline :

The extent of our branches shows the depth of our roots.

Idea Trigger :

At last one Account Executive was sure of what he wanted his message to be this time. Abraham did a good job of rubbing in the "modern company, traditional values" bit. This focussed my approach. They wanted me to come up with a hard-hitting line the very next day. Thought about it a bit at home. Slept over it. Woke up. Thought about it. Went into the shower thinking about it…and…bingo ! In the middle of the shower, thinking about roots and branches, the idea was born. I was excited. Got out of the shower and immediately noted it down. But I was not sure of their reaction. I knew that I had a good line but…so to be safe I also put down 2 to 3 options. Back at office, Sandesh, then the Art Director, now the Creative Director walked in, settled down in his desk and immediately called me. "Got anything?" I showed him the options first. No . No. No. Then I showed him the line. Not a word said…just a quiet "Ok". He started working on the layout. Abe too was excited. Aubrey had to pass by at that time. He peeped into the computer screen on Sandesh's desk and turned to Abe. "Quite good." Abe pointed to me. Team work, good brief I said. "When the creatives are good, Client Servicing has a ball !", Aubrey told Abe. Quite true as I found out. Because the ad was approved in the first go. The client was thrilled and immediately wanted a high profile release. I never knew when it happened nor ever saw it in print. (Later I heard that it had an all India release in India Today).