Shifting office can be boring, backbreaking and a logistical nightmare in the best of situations. But trust Everest Brand Solutions to add punch to this boring process and turn it into a creative endeavour! The agency saw this as an opportunity to showcase its creative talent and create a buzz even as they moved out of Delhi to neighbouring Gurgaon.
Imagine getting a phone call with a taped message accusing you of being party to smuggling or getting a summons delivered at your office by a cop talking of your involvement in gold smuggling!
Add to it various posters shouting: ‘Laathis coax Kapil to reveal all. Everest discovered behind the biggest gold smuggling operation in history’. There is another one that says: ‘Mahesh Chauhan arrested at Border. Car boot found stuffed with Gold’. If that were not enough, there were banners with lines proclaiming: ‘Warrants out for gold smugglers Anant, Kapil and Arnab. Everest. Delhi’s most creative agency has moved lock, stock and award to Gurgaon’. There is another banner that says: ‘Unrepentant Arnab says gold smuggling operation was a work of art’.
Wondering what we are talking about? Well, this was the creative route that Everest adopted to announce its shift to Gurgaon with their precious creative and other booty. Posters and banners were plastered in and around Delhi and Gurgaon at various strategic locations along with notices and phone calls to clients, both existing as well as few prospective ones based on the theme of gold smuggling that was busted during cross-border transit. The connection here is that for an agency their precious items are the gold, silver and bronzes won at various awards.
It was indeed a communication based in fact (the trophies won) with an added twist to generate curiosity, fun and some serious message.
Anant Singh, General Manager, Everest Delhi, explained, “There is more to shifting office that just the physical move. We saw an opportunity where we could use our creative talent. The idea was to not just let people know that we were shifting but also communicate the fact that the agency had picked up the maximum number of awards at Abby and AAAI last year compared to any other agency in Delhi.”
Kapil Dhawan and Arnab Chatterjee, Creative Directors at Everest Delhi, and part of the gang that masterminded the ‘plan’, felt that advertising was all about ”giving an unusual twist to usual and real things in life”. They admit that the reaction varied from discomfort to anxious phone calls and even a few visits to the new office. But in the end everyone agreed that it was a campaign that raised curiosity levels and definitely was fun.
Here’s wishing happy living in your new abode!