Dear Brand Heads, Executive Creative Directors, Creative Directors, Account Planners, Client Servicing Managers and all the other assorted executives.
If in the fervor of all the dinners, karaoke parties, night outs, account wins and people movement, you have forgotten the impending deadline, let me take the liberty of gate crashing into the party and reminding you of the date. December is here! Hit the panic button guys and girls. After all it’s that time of the year again. The time when all of you scramble to find friends, relatives, neighbors, strangers and even mothers-in-law who own businesses. Apart from all the regular work that you do for your regular clients, the time to submit entries for the award shows is almost here. End of December!
I know most of you would be getting into serious thinking workshops. And workshops mean free tee-shirts with funny one-liners in large fonts on the front and giant logos on the back. It also means a location like Goa or Kerala for most of the creative team. And that means it’s time for those flip-flops, spaghettis (or is the noodle the flavor of the season?), cargo shorts, large sunglasses to come out of the closet. Women might want to go to the beauty parlors for their manicure and pedicures. Men may want to start with their gyms. These workshops are serious affairs after all. And so are the party sessions with free flowing booze where you get to hit on that cute art director who you never had the courage to speak to in all these months! And of course you are supposed to write a few award winning ads that could be sent to Europe, Asia and Goa for judging by your NCD and their friends.
Anyways, coming to the point, here is my offer. I am in process of launching a brand of bathing cakes. This is a product targeted at the young (at heart) and discerning Indian. Since this is a handmade product (which means it is actually made by poor village women), it is slightly expensive than the regular soaps made by the assembly lines. This also means that I am not using any chemicals or any harmful things in it. And as a direct result, the cost of manufacturing this is high. And to make some profit, I have to keep the price point a little higher than the best selling luxury bathing soap in India. So you may safely say that the positioning would be premium. Yes, you read it right. Young and Premium. Which other brand can you think of that lets you justify these two keywords this easily? After all this is a prerequisite for making a brand cult. Look at any of those cult brands. They all have had these humble beginnings. So, for this bathing cake, I need a brand name, a logo, packaging and a launch campaign.
I hereby invite all the agencies and individuals to come and present their thoughts on the product. When I say thoughts, I don’t really mean long presentations but I just want one small write up on how you plan to approach the brand. Once you have done so, I shall shortlist 6 of you and let you guys invite me to your offices so that you may present your pitch with spec shots of the campaign that you would create for me. And then, after much thought and deliberation, I shall award the business to one of you. I will do the press releases and create media bytes so that your agency is covered by all the leading websites and magazines. And you could then enter your work, for my brand, to all the award shows and books. I would of course give you a letter proclaiming that you are the godsend creative outfit that helped me launch a product in this very difficult and competitive market. Everyone would obviously know the importance of this letter. No award entry can be submitted without this letter. Clients do get their dues.
And guys, I am damn serious about this. I have this brand to launch and I am running short of ideas to do so. The investor is breathing down my neck and is after my life to do the launch. I will be an awesome client and would not bug you for meeting the deadlines. There are no mandatories and that means you have no thick brand books to read. You can create it out of thin air and I will still approve it. Trust me I am fast with approvals. I am a one man company with me being the Brand Manager, the Marketing Director, the owner of the company and the owner’s prodigal son.
You know, it’s a typical win-win situation we are looking at. You get to do a launch campaign for a brand that could potentially win you lions, pencils, stencils and all other cherished trophies. I get the identity done and get to launch the brand. And did I mention that unlike other ads that you release in December where you pay for the ad space, I don’t really mind spending on the media (in Free Press Journal at Indore, Kolkata, Jallandhar and all the other obscure places where you may want to release the creatives). This may help you sell the idea to your branch head, who, apart from the awards that his branch wins, is also concerned about the profits and targets that have been set by bosses sitting in Americas and Europe.
I have tried to give you as much information I could about the new brand that I want to launch, but if you still need more information, please send your briefing formats (if you actually have a document like that) to me and I shall revert with a brief that you can comprehend and work on.
And one last word. You need to be very fast on this. After all the competition out there is tough and you don’t want to be left behind in blind rat race to win most awards at an award show. I don’t have to extol the career boosting benefits of an award winning campaign. The CVs, they say, are forever. Finally, even if you pass on this irresistible opportunity to work on the next iconic brand from India, just a friendly reminder, December is here!