Aneek Das

I am as ‘Made in India’ as it gets – I was born in the east, I grew up in the north, I studied in the south and I’ve worked in the west.

Experiencing this sheer range of humanity makes me truly grateful for the work I do, which is ‘problem solving fueled with curiosity’

Currently I work for The Trapper Group, Malaysia’s only local network agency. I have also worked in Creativeland Asia, Rediffusion, and Glitch on brands like Surf Excel, Lenovo, Tata Motors, Eveready and Arcelor Steel to name a few.

My style of planning is ‘truly’ integrated. I can do big brand thinking but I can also help you choose the right influencers for your brand.

Scroll down to take a look at some of my work.

Brief

Tata Motors, the leaders in the SCV category in Nepal wanted to launch a new offering that would reinforce and reinvigorate its market share in the wake of multiple product phase out.

Solution

For the launch, we began by identifying the existing gaps in customer needs in Nepal. Issues like overloading, bigger deck area, mileage, lower cost of acquisition emerged as the key pain points. Incorporating these pointers as part of the offering helped us not just target different segments but also gain market share from our competition.

The new Intra would be a bigger vehicle with a higher & better performance, we explored the space of “Dream Bigger”

Has anyone ever dreamt of making it small?
Has anyone ever thought of having a small impact?
Has ever an entrepreneur thought of making small profits?
Then it’s time to make the big move with Tata Intra

TATA INTRA IN NEPAL – MAKE THE BIG MOVE #AbaThuloSochau

The success of the Intra series launch can be seen with Tata Motors strengthening its market share within a year by a significant 7 per cent.

Brief

Toothsi clear aligners are transparent plastic trays that are 3D printed as per the shape of your mouth.Teeth alignment treatment is a difficult & tedious process, and is a key barrier for the consumer.
How can toothsi solve for this?

Solution

Traditionally teeth straightening is cumbersome and painful.
While Invisalign was trying to push a certain beauty standard with respect to teeth alignment, we decided to steer clear of such regressive measures.
toothsi’s DIY approach brings a feeling of home, a feeling of safety to the process of teeth straightening.

toothsi takes care of 2 things:
making the process as easy as it can possibly be, making it pain and fear free.

Onboarded the biggest celebrity couple in India – Virat Kohli and Anushka Sharma for the launch.
#easypeasytoothsi – Now get that confident smile at home easily.

Brief

FanCode is India’s premier digital sports destination committed to giving all fans a highly personalised experience across sports content.FanCode had the exclusive rights to live stream West Indies vs India Series. How do we set the benchmark for FanCode’s position against the current incumbents – as a broadcaster, how does it differentiate the brand from the others.

Solution

There are fans. The game is a part of their life.
And then there are the hardcore, DIEHARD fans.The game is their life.
Until now fans have watched the game the way broadcasters wanted to show them.FanCode understands and believes that fans deserve to watch the sports the way they want to, customizing replays, commentators and stats, as per their desires. They deserve a platform that gives them not just sports, but much, much more.

So we roped in Ravi Shastri, India’s premier cricket expert to show why
‘Die-hard Fans Deserve More‘

Brief

AM/NS India is a joint venture between ArcelorMittal (largest) and Nippon Steel (3rd largest) steel manufacturer. As a relatively new joint venture, AM/NS India experienced difficulty establishing brand recognition among potential customers and other stakeholders. The steel industry is highly competitive, and AM/NS India was facing competition from well-established brands (Tata Steel and JSW). The task was simple – Introduce India to ‘AM/NS’ corporate brand.

Solution

Globally, ArcelorMittal is champion of greener steel technology. It leads the efforts in decarbonising the steel-making process. However, Indians weren’t aware of the efforts AM/NS India was making towards an environment friendly sustainable future. This blind spot became our starting point.

We created ‘REIMAGINEERING’ – a portmanteau of REIMAGINE + ENGINEERING, that would be the springboard for AM/NS India’s vision.The forward slash (/) present in the AM/NS India logo became the creative device becoming a ‘Jharoka‘ (window) to the future.

The main campaign film has garnered over 59 million views on YouTube.
More and more Indians looked up for AM/NS India during this period, as per Google trends data that showed 238% increase in keyword searches. With this campaign, AM/NS India also saw an uptick in domestic sales, with 14 % increase from Oct to Nov and 9% increase from Nov to Dec (2022)

Brief

Everyday Indians share millions of messages on WHATSAPP. Forwarding messages is a part of our daily routine. But very often, these forwards are just sexist remarks, propagating negative gender stereotypes disguised as a JOKE.
Rediff.com decided to take a stand and make these messenger platforms a more inclusive and safe space for women.

Solution

Against 60 Million such memes that constantly discriminate, denigrate and trivialize women.
We call them: FEME and we created: #FEMEALERT

Reaching out to over 6L+ people
Receiving over 12M+ impressions on web & social media.
Gaining Over 39,000 post clicks
Over 2L+ video views
Over 5000+ shares
Through Facebook, Instagram, Twitter and WhatsApp
Over 450 individuals took our pledge on Change.Org

Brief

Introduce India to Indian National Basketball League (INBL) – not just a basketball league but a basketball revolution. India is home to a fifth of the world youth ~ Half of its 1.3 billion are below the age of 25 (25% below 14).
Basketball fans have long awaited the launch of a competitive league – à la IPL.
Launch of INBL would be a turning point in Indian basketball history.
Has the potential to become a transformative phenomenon – Basketball as a game has one of the strongest cultural currency: music, fashion and movies.

Solution

We needed to give Indian viewers a strong reason to watch basketball, which is currently viewed as complex and foreign.

It’s not a subtle sport, it’s in your face (unlike cricket).
It’s a blink and miss game – energy, speed and enthusiasm.
Lack of Indian stars, under-coached, under-couched.

The players and games never got their due, and also a story of all the sportsmen who sweat for years practising, falling down, getting up, showing up day after day and finally coming on their own and saying:
I am ready to shine now. Lights on.

DONE. HIDING.