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The Highlights
DDB Mudra pulls off a grand teaser in the TOI
Creating palpable excitement before a
‘history-in-the-making’ launch is the
best way to start an infectious
conversation. And, DDB Mudra West
did this with aplomb with The Times of
India front page across India on
16 October 2014 containing a very
special innovation. The paper’s
masthead featured the name of the
new offering from Infibeam, a product
in the online world that was all set to
revolutionise the way online works.
Wherever there was an ‘o’ in a word,
it was printed as ‘ooo’ in orange!
everything about the front page
resembled a typical TOI front page, but
for the news. Relevant articles pointed
how people – specifically entrepreneurs
– can make the most of online.
While nothing was given away about
the product, Infibeam ran a contest
online (through its Twitter handle),
where people could ‘guess’ what the
new launch was. People could go to
www.twitter.com/infibeam and post
their answers. Creative answers could
win an iPhone 6 through a lucky draw.
make the brand unveiling and the
launch to be a bigger story, but the
teaser is sure to be talked about,
considering its scale.
Not in the recent past has the TOI
changed its masthead and featured a
full front page exclusively created for a
brand launch, making it unprecedented
in the history of brand launches. In fact,
The page takeover of The Times of
India was an innovative teaser that
created hype about something mega
about to be unveiled, and a perfect
example of disruption. Infibeam aims to
DDB Mudra hosts Evoke 2014: Sexuality
On 4 December 2014, DDB Mudra
hosted Evoke 2014 : Sexuality series at
Mudra House. Evoke is an initiative that
seeks to create a culture of
idea-sharing, intellectual discovery, and
open dialogue for young India by
curating talks that educate, entertain,
and mobilise in equal measure. Its
previous series have covered topics
such as Beauty, Money, Love, Faith
and Substance.
Evoke 2014 brought together
educators, doctors, filmmakers,
authors, and activists to present short
talks focused on the theme of sexuality,
exploring topics such as the influence
of pornography on sexual behaviour
and body image, the need for a sex
education curriculum in schools,
coming out in India and the
implications of Section 377, the taboos
surrounding female desire, and the
influences that contribute to gendered
violence.
The speakers included Daniel Webber
(Sunlust Productions), Vivek Anand
(Humsafar Trust), Dr Duru Shah
(Gynaecologist) and others.
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