Sajan Raj Kurup’s top 5 Ad Campaigns

 Adman Sajan Raj Kurup is quite possibly the most sought-after and talked-about person in the creative industry in India today. Founder and Creative Chairman of Creativeland Asia (CLA), Kurup works with some of India’s most famous multinational brands to help them communicate their product to their users. Some of his clients include names like Parle Agro, Mercedes, Hippo, Amazon, Cafe Coffee Day, Kalpataru, and Taj just to name a few. With over 14 years of experience and a huge roster of famous and iconic Ad campaigns under his belt, he has elevated the status of his clients through his work. Here are some of Sajan Raj Kurup’s Best Ad campaigns. 

 

Audi: When Audi India wanted to launch their brand new Audi A8 series, their premium luxury sedan model in India, the job fell to Kurup and his team at CLA. The brand wanted to showcase premium comfort and details with their new sedan and CLA was right on the mark with their 90 second Ad spot. The Ad shows a man floating in the air as the Audi A8 slowly and one part at a time assembles around him. The Ad uses CGI to great effect as each intricate detail of the car assembles and the man sitting observes. We cut out of the car as the assembly finishes and the previously weightless car suddenly drops to the ground with a satisfying contact. The camera quickly shows the suspension system taking the hit and the man inside looks as comfortable as ever. 

 

Appy Fizz: CLA’s ‘Appy Fizz & Grappo Fizz’ Ad campaign aimed to introduce Appy Fizz’s new flavour Grappo Fizz made from grapes. The new flavour had to fit right in with pre-existing lineup while creating hype. The campaign showed the two distinct flavours as cousins, to state that they are indeed different but from the same family. Appy Fizz was already popular for portraying its bottle as an animated character who could move, talk, and hang out with people, so Grappo Fizz, its cousin was the newer and cooler kid on the block. Showing up in a video ad, Grappo Fizz was a loudmouth, cool, and laid back friend who was fun at parties. 

 

MTS: The ‘MTS Internet Baby’ campaign by CLA for the telecom giants MTS was a highly debated and controversial Ad. The 60-second spot showed a newborn baby take control of its own birth by using the internet. The baby comes out of the mother’s womb and through a mobile phone researches how to cut the umbilical cord before posting on the internet about his arrival. The ad caught the attention of many people quickly becoming one of the most viewed online ads in India. Bloggers and international media quickly started to discuss the implications of the ad showing a new generation of people that view the internet as their ‘birth right’. 

 

AMG: AMG is the high-performance subsidiary of the Mercedes-Benz brand. AMG is synonymous with high-performance motoring and cutting edge innovation. So to introduce the AMG brand to the Indian market, CLA connected AMG to the clever creative expression - ‘Ah My God’. It denoted the strong feelings one gets when driving an AMG vehicle. A TV commercial promoting the expression ‘Ah My God’ sees the brand’s then-new CLA 45 AMG model alongside images of fast-paced sports such as surfing and snowboarding. 

 

Pizza Hut: A fairly recent collaboration between CLA and Pizza hut sees Kurup and the team completely reinvent Pizza Hut’s image. The Pizza Hut campaign for the brand aims to show the brand as an on-trend, cool and crazy pizza company. Heading the campaign is internet celebrity Bhuvan Bam. Commercials for the campaign see Bhuvan Bam getting frenzied at the thought of eating a pizza, accompanied by a catchy jingle. Bhuvan then dances his way to a Pizza Hut to full fill his wish. The jingle ‘Pizza Hut Javenge 99 Mein Khavenge’ repeats the brand’s name and mentions the hard to resist offers while staying catchy and memorable.