SUMMER INTERNSHIP DOCUMENT OGILVY AND MATHER, MUMBAI ADVERTISING AGENCY TWINKLE RATHORE MUM13FC17
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I EXIST IN DESIGN
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PREFACE This document is a concise report of the eight weeks summer internship, starting May 30, 2016 ending July 22, 2016, that I underwent at Ogilvy and Mather Advertising agency based in Mumbai. The objective of this internship is to ease students into the routine of a proper work environment as well understand the functioning of the respective industried they work in. The document talks about the company, my role as an intern and the projects worked on. It also speaks of the various learning experiences, work ethics and how I evolved as a designer throughout these eight weeks.
ACKNOWLEDGEMENT I take this opportunity to express my profound gratitude and deep regards to my guide, my teachers Ms Sushmita Das and Ms Shruti Sinha, for helping me right from the beginning to the end of the internship. I also take this opportunity to express my gratitude to Mr Rohit Dubey and Mr Mangesh Someshwar, my mentors at Ogilvy, for their constant support and invaluable inputs about my work. I am greatful for their cooperation and guidance throughout my eight week internship. Lastly, I would also like to thank lord almighty, my parents and my friends for constant encouragement without which this assignment would not be complete.
CONTENT
1 2 34
Introduction to the firm
Projects worked on
My Experiences
What I learnt at Ogilvy
About the firm
Ogilvy and Mather is a renowned advertising agency that has its presence in all major cities across the globe. It is founded by David Ogilvy and Edmund Mather. I worked with Ogilvy from their base in Goregaon, Mumbai, known as Ogilvy One. The office is situated in the Commerz Commercial Complex and is spread across four floors,11th to 14th. They offer best in class advertising and marketing solutions to brands such as Mahindra, Bru, Vodafone, Tata, Bournvita, CEAT, Dove, Madhya Pradesh tourism and Unilever, to name a few. The agency is divided into three major departments- Accounts management, Planning and Creative (where I interned). The Creative department is divided into smaller teams based on the brands that are delegated to them. As the name suggests, the Creative team is responsible for generating ideas that will entice the consumer or target audience. Members of the team work together to develop conceptual campaigns designed to stand out from that of the competitor brands.
ACCOUNTS DEPARTMENT
COMPANY HIERARCHY
NATIONAL CREATIVE DIRECTOR
PLANNING where I worked
CREATIVE
EXECUTIVE CREATIVE DIRECTOR MY MENTORS
GROUP CREATIVE DIRECTOR SENIOR CREATIVE DIRECTOR CREATIVE DIRECTOR ASSOCIATE CREATIVE DIRECTOR CREATIVE CONTROLLER
ROHIT DUBEY
MANGESH SOMESHWAR
GROUP HEAD SENIOR COPY WRITER COPY WRITER JUNIOR COPY WRITER
CREATIVE INTERN (ME)
ROHIT DUBEY
SENIOR CREATIVE DIRECTOR Graduate of National Institute of Design, he is the go-to man if you want your ideas translated into words. Apart from generating brilliant TVC scripts and designing story boards, Rohit also fancies immoratlising his co workers into impeccable caricatures. When he is done tackling client briefs, you can find him strumming melodies on his guitar or writing short stories on his blog Kolaahal.
MANGESH SOMESHWAR
SENIOR CREATIVE DIRECTOR Mr. Funny Bones of the team, Mangesh is the man who keeps the team on track and gets work done. When he is not playing pranks around office, Mangesh is brainstorming away to glory on advertising campaigns. His quirky personality is a total contrast to his innate sense of design. If you want an honest critique about your work, he is your man. When he is not juggling multiple tasks at the work scene, Mangesh is either breaking into dance moves or clicking action figures on his phone.
PROJECTS
. 1
A T A T
Project 1. BRIEF TATA ERC is completing 50 years of innovation. For the same they are hosting an event trying to spread awereness about there engineering research division. We were suppose to design a logo identity for the event that should reflect the role of the innovation division and should be futuristic in the look and feel of it. There was no such design restriction given hence I was allowed to explore as much as I wanted with the design.
Approach I began exploring the possibilities with the numerical 50, trying to use it as the hero element in the logo identity. I also tried coming up with a unique element that could go along with “50 years of innovation�. In the following pages one can see the various explorations I came up up with and how they evolved into the final product.
Explorations
Explorations
Explorations
Explorations
Final
. 2
C
T A E
Project 2. BRIEF To design a poster for the promotion of a new range of tires from CEAT. This range of tires is supposed to be a step ahead of tubeless tires as these are supposed to be puncture proof. The tire is filled with a liquid that fills the cavity instantly after a puncture. A revolutionary product for the Indian market. Hence for the same,the team was supposed to come up with creative ways to advertise it.
Approach For this project Icame up with ideas and sketches for the poster. I started brain storming about interesting ways of representing the “punture proof� quality of the tures through various other objects in our surroundings. I also made a picture bank to help better understand the look and feel of the image depicted in the sketch. This project was mainly based on idea generation and brain storming.
Rough Sketches- Explorations
IDEA The poster has a high resolution zoomed in image of a very sharp nail and the text would say “ Don’t try this with your feet but you can try this with our tire”. Tried to add witty humour to increase recall value.
IDEA The chance of a puncture on road is as probable as the number of lane markings. For a smoother journey use puncture proof tires from CEAT. Tried to keep the imagery but effective.
Same idea but depicted through different imagery.
And again.
. 3
A R D N I H A M
Project 3. BRIEF To design a catalogue for Mahindra Real Estate’s new project. The catalogue is divided into a certain number of sections and each section should commence with an aesthetic monochrome picture of a house and the outside. The brief also required for the catalogue to have a similar template like that of the previous projects.
Approach The brief was slightly contained so I stuck to the instructions. Keeping the template as it is, I experimented with positioning of the pictures in the layout, trying to give it a more filmstrip like feel. I also made a picture bank to illucidate the type of photos that would go well with the section that I was working on.
Explorations
Spor ts & Recreation
Healthcare
Education
Enter tainment
Shopping Shopping
There's nothing my kids love more than the outdoors.
So I got them a playground. There's nothing my kids love more than the outdoors.
So I got them a playground. At Mahindra World City Chennai, you don’t
At Mahindra World City Chennai, you don’t
just have a home but an entire city built around you.
just have a home but an entire city built around you. E v e r y c o n v e n i e n c e i m a g i n a b l e i s a s t o n e ’s t h r o w
E v e r y c o n v e n i e n c e i m a g i n a b l e i s a s t o n e ’s t h r o w away from your doorstep. So why settle for less when
away from your doorstep. So why settle for less you can have so much more.
when you can have so much more.
1.5 BHK to 3 BHK, Sky Villas and Villas. SMS: ‘MWC’ to 56161
Email: homes@mahindra.com
Visit: Mahindra World City, Chengalpet ( Taluka), Kanchipuram (District),
1.5 BHK to 3 BHK, Sky Villas and Villas. SMS: ‘MWC’ to 56161
Email: homes@mahindra.com
Visit: Mahindra World City, Chengalpet ( Taluka), Kanchipuram (District),
Explorations
There's nothing my kids love more than the outdoors.
So I got them a playground.
Enter tainment
At Mahindra World City Chennai, you don’t just have a home but an entire city built around you. E v e r y c o n v e n i e n c e i m a g i n a b l e i s a s t o n e ’s t h r o w away from your doorstep. So why settle for less when you can have so much more.
1.5 BHK to 3 BHK, Sky Villas and Villas. SMS: ‘MWC’ to 56161
Email: homes@mahindra.com
Visit: Mahindra World City, Chengalpet ( Taluka), Kanchipuram (District),
Shopping
Education
Healthcare
Spor ts & Recreation
MY
EXPERIENCE
ADOBE ILLUSTRATOR! Don’t be afraid to take challenges
Be a good listener!
What I learnt
Be Cordial
Don’t Stress
Be self enterprising
Speak your mind Make Friends!
My experience at Ogilvy My experience has been very fruitful in this eight week internship at Ogilvy. Not only have I had a deep understanding of the working of an advertising firm, I have also understood how to conduct myself in various work environment situations. i have learnt that it important to be eager about things to be able to learn more. One should take initiative and even if you’re unsuccessful, you will still learn how you can improve upon your work. This internship has been an opportunity for me to test out the skills I developed in college and see how they work in the real world. Working in an office environment, has helped me observe how others operate and take on those attributes that I feel work best, whether it’s communication, behavior, or office etiquette It has been a very enriching journey and has helped me re discover myself as a designer.