Manish Saxena
Insights Mining Copywriter CD, Brand / Audience Changemaker
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Gamified the war on allergies. The original thought was "Game Over, Allergies." Showcased a healthy, naughty child doing what they do best--playing...because that's how parents want to see their kids...healthy, happy, winning. Added the angle of the video game and utilized classic 1983-Digger style imagery to bridge to the older generation buying the product.
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Revitalized Sunny Herbals beauty ads via online and offline “Social” Benefits
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Taught Men to stop being dummies for female safety: Low-Cost, Interactive Behaviour Modifier Installation, going way beyond the photobooth
Role: Creative Head / Copywriter
The Challenge: Breakthrough’s acclaimed "Bell Bajao" campaign was set to
launch of "One Million Men, One Million Promises" worldwide on IWD. As the event agency, we were asked to create branding and photo-ops. I decided to up the ante and suggested a disruptive, interactive experience.
The Psychological Pivot: I created an experiential installation that forced men to stop being silent bystanders. "Teach the Dummy how to Ring the Bell" as I had initially called it, put men on the spot to find the words to intervene, and create safer spaces for women everywhere. Rejecting generic stock, we went with a photo shoot replicating real-world street harassment.
The Interactivity: I placed life-size cut-outs of male "dummies," in front of these scenes, with blank, re-usable speech bubbles, and challenged guests to step into the scene and disrupt harassment. While the network partner handled final sign-off, the behavioural architecture and core concept were my execution.
The Impact: The global launch at the British Council created an immediate
multi-channel storm. The launch week alone generated over 43 million Twitter impressions and extensive press. My installation was a small part of this big movement for change.
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Project Title: Bakson’s Homoeopathy — High-Conversion Allergy Ad Redesign
Role: Creative Head / Copywriter
Project Description:
The Challenge:
The client was running a traditional, clinical, quarter-page ad for allergy treatment. Like most medical ads in the category, it relied on jarring, unpleasant imagery of infections. This visual strategy caused audiences to actively turn the page. The goal was to break through the category clutter and directly drive product sales, while keeping allergies at the forefront.
The Psychological Pivot:
I rejected the status quo of using repulsive medical imagery. Instead, I shifted the strategy to hit a raw nerve: parental protective instinct. I engineered a visual narrative that played directly on a parent’s underlying guilt and anxiety over not being able to protect their child 24/7.
The Threat: Instead of a sneezing woman or an ugly rash, I visualized the unseen dangers of allergies as a dark, looming word cloud of allergens hanging over the scene.
The Shield: In stark contrast, I placed a normal, healthy child holding a bright, brand-coloured umbrella. In one stroke, the product became the metaphorical shield against the looming threat. And it was vivid because it was visual.
By transforming the ad into an evocative, high-aesthetic bilingual narrative, the concept became so commanding that the client immediately expanded the media buy from a minor quarter-page slot to a major layout.
The Impact:
By shifting the narrative from physical repulsion to psychological protection, the market response was instantaneous. The redesigned ad directly triggered a massive 62% spike in sales for the brand.
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Project Title: #ToweringPersonalities — Employer Re-Branding Campaign
Role: Creative Head / Copywriter
The Challenge:
Indus Towers wanted to attract female pros to its workforce. Many of them were weary of joining what was perceived as a male-dominated telecom bastion.
The Psychological Pivot:
Instead of mind-numbing "diversity" drivel, I shifted the narrative. We are wired to embrace the similar and the familiar. I decided to brand the target and the employer in the same hues. So, the female professional saw a bit of herself in the company. The cold, unfamiliar entity now became the peak achievement of epic talents working together to achieve greatness.
Through high-concept visual copy, I mirrored the prospective female candidates' own potential—positioning them as #ToweringPersonalities all set to join a similar group of greats.
The Impact:
The resulting campaign, #ToweringPersonalities, smashed through the hesitation. The strategy resonated so deeply with the market that it was adjudged "Marketing Campaign of the Year" at the prestigious CMO Asia Awards.
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