Selling Smiles

Three creative directors from top advertising agencies come up with posters to promote a much-needed emotion in these troubling times

New Delhi | Published:September 29, 2013 5:20 am

Three creative directors from top advertising agencies come up with posters to promote a much-needed emotion in these troubling times

In the first episode of the Emmy-award-winning show Mad Men,Don Draper,the on-screen advertising demigod,says,“Advertising is based on one thing: happiness”. He then goes on to describe what happiness could mean for different people. We decided to take Draper’s statement to heart and asked admen and women to take a day off from making people feel good while buying things,and tell us what they would do to sell brand Happiness instead.

Rahul daCunha,who heads daCunha Communications,the agency behind the iconic Amul Girl,sticks to his “punniness for happiness” motto. You can’t help but smile at the simple but effective poster he has created in collaboration with his colleague Vivek Gupta. On the other hand,award-winning creative director at Creativeland Asia,Viraaj Braganza’s typography-heavy poster finds happiness between two notes — not the ones with Gandhi printed on it,but in musical ones. Kunj Shah,senior creative director at Ogilvy & Mather (O&M),creates a buzz for happiness by focussing on the simple things in life. With the help of illustrations by Sushant Kadam and Krithikha Radhakrishnan on art,O&M

contemplatess a world without money with their childlike doodles.

Co-ordinated by Kevin Lobo

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