When you’re given sour lemons… make lemonade

That’s exactly what Gândul, a daily Romanian newspaper, did when sour news spread that Britain was planning an anti-immigration campaign in Romania and Bulgaria. The campaign would be called – ‘You won’t like it here’.

If you were told you weren’t welcome somewhere, the first and sometimes only reaction would be seeing red. The loud and proud amongst us would call this unwelcoming party names and the stupidly brave might even resort to toilet-papering their front yard. But the really smart ones would respond with a very cheeky and successful ad campaign! Say hello to Gândul’s ‘We may not like Britain, but you’ll love Romania. WHY DON’T YOU COME OVER?’


The campaign’s ads were placed on Facebook. Further making it a campaign of the people, Romanians on Facebook were urged to submit their own headlines. They could also offer their couches for the arriving British travelers and Romanian companies could offer their vacant jobs. The end result, you ask?

 The campaign increased the newspaper’s readership by 30% and most importantly, it made the British media regret its past discrimination and made the British Government cancel its ridiculous campaign. This brainchild of Romania’s GMP Advertising went on to win a Gold Award at AdStars! And the accolades continue to pour in even today.

 The campaign is mainly based on British stereotypes – the Royal Family, fish n’ chips, the tube, the weather, beer, and really, really high rent! The copy-only campaign cleverly turns these stereotypes on their head and without being overtly insulting, it positions Romania as the better place to be in. Presented as simple red and blue posters with the copy written in white (the colours of Britian) the copy reads as facts. Thereby reminding the readers that the Romanians didn’t have to employ theatrics to sell a very simple idea – the British will love Romania! And so do we!


Catch the emotional bug. Go viral!

Gone are the days when marketing communication revolved around rational appeals and hard sell. Brainwashing your viewer and coercing them into believing your brand identity are looked down upon by the advertising and marketing society, and what has been given greater importance is the art of subtle selling using an emotional appeal.

This emotional appeal plays on the consumers’ social and psychological needs, making them feel for the product and the wonders it can do to their life. And what it also helps do is showcase a positive brand image that is long-lasting and effective!

Playing on this emotional angle and triggering a deep psychological need for love and belonging in its viewers, is the new British Airways Campaign ‘A ticket to see Mum.’ A five-minute video which captures a man’s love for his country, his city, and his family and the angst of his mother who wants to see her son again, the campaign mesmerises and romanticises it users and sends the message: ‘British airways is an airline with a soul.’

Another angle that only adds greater value to the messaging is the concept of a mother’s love – a universal idea that triggers an emotional response across all divides. Juxtaposing British Airways with this concept gives them a unique stand when compared to their contemporaries.

A visual treat with a surprise ending, this trend-setting video is creating waves across the world and has ensured British Airways a spot in every parent’s hearts. Kudos to them!


Whether it’s a movie, a book, or a TV show — the romantic soiree between the Mumbai locals and us never really ends. So what really makes Cyrus Daruwala’s book, ‘I Take This Train Too’ different you ask?


The book isn’t about a love story set amidst the squalid railway platform or a feud between two local underworld groups who operate on trains. This book brings the story of the local train, its people, and their closely intertwined lives alive through comedy and art.


Two reasons why we love the book: the dynamic illustrations and the satirical voice of the author. This book, hand bound with colourful threads, grabs everyone’s attention from afar. And once it has your attention, there is just no letting go.

The eye-catching illustrations maybe colourful and pop art-esque, but they present a true picture of the local train and its travelling Mumbaikars — in its own quirky yet life-like way! The illustrations are detailed but casual, each a distinct manifestation of an explosively creative mind.

Whether it is ‘Dada’, the man who picks his nose as easily as he picks fights, or ‘Judger’, the old woman by the window who disapproves of everything you do, the illustrations alone give you a clear picture of every character, even what they would smell like. And what only enhances this image is the copy that goes with it — an insightful look into their heads and hearts through the lens of a satirist with the flair for wit, sarcasm, and unforgettable one liners.


An imaginative and creative ode to the race to survive on the Mumbai local, Cyrus Daruwala takes the art of illustrations to an entire different paradigm with ‘I Take This Train Too’.

It’s time you board the train too!

Onomatopoeia in the ad world!

“Hark, hark!
The watch-dogs bark!
Hark, hark! I hear
The strain of strutting chanticleer
Cry, ‘cock-a-diddle-dow!'”
(Ariel in William Shakespeare’s The Tempest)

Well, Ariel had it quite simplified for us with all her harking and barking because what she has actually done is exemplified an onomatope. Wikipedia describes “onomatopoeia” as a word that phonetically imitates or suggests the source of the sound that it describes or imitation of a sound. The ‘buzz’ is that almost every other sentence in a conversation contains an onomatope.

For those at a loss of sophisticated words, using an onomatope will definitely brighten up your conversations.

“I am so hungry, I can hear my tummy rumble

Ugh! The road is so dirty”

Splat! The water balloon hit her head”

We would also like to refer to the Late Shammi Kapoor and the Late Kishore Kumar the unofficial ambassadors of omonatopoeia, since they have entertained the public for eons with their “Yahooooooooooo!” & “Yodle Yodle Yooohoo”. Memorable sounds create memorable sounds. Get it? 

Also, advertisers have for a long time used Onomatopoeia to effectively communicate their core message and the characteristic of their products. Almost instantly, this creates a memory for the customer to hold on to. The association with the brand is certainly easier.



Children, they say, are the best users of onomatopoeia. Well, how many of us haven’t heard something on the lines of:  “The dog kept barking ‘woof woof’ and he ran so fast that ‘thud’ he fell down and then he began crying really loudly ‘waaaaaaaaaaahhh’ and just who hasn’t heard of the famed superheroes eliminating the baddies with their ‘Wham’, ‘Piff’, ‘Pow’, and ‘Crunch’!


Though, a well known rhetorical question, one might eventually wonder is why onomatopoeia doesn’t sound like what it is?

Have a look at how use of onomatopoeia can effectively communicate a message:


Here’s a list of other onomatopes:

Hiss , Woof, Buzz, Oink, Meow, Plop, Hiccup, Roar, Chirp, Chug, Tring, Bang, Ding-Dong, Brrriiiinnngggg, Clank.

Go ahead and use them in your creatives!





What an idea sirjee!!

In today’s competitive market, advertisers are constantly vying for the consumer’s attention, bombarding them with messaging left, right, and centre. Amidst it all, how do you come up with yet another off-beat idea that ‘makes its mark’ and how!

Lifebuoy’s recent campaign of printing messages on rotis at the Kumbh Mela is one such stunner! The message is simple, “Have you washed your hands with Lifebuoy today?”Nothing out of the ordinary… but when this very message is served, fresh off the griddle, straight into the hands of the target audience, it’s drives the point home.
Partnering with 100 dhabas and hotels, this message was printed on rotis that were distributed to the pilgrims. While Lifebuoy is already a household name, this campaign reinforces the product and its germ-free messaging in the minds of the aam janta without a fuss.

This isn’t advertising, it is inception – planting an idea in the heads of the consumer. So the next time they go out to buy soap, they instinctively pick Lifebuoy. Mission accomplished!

Not only is the message of washing your hands before eating essential, the means of doing so is hassle-free and cost-effective. Every marketers dream come true. Innovative, eco-friendly, and simple, an inspiring campaign by Team Ogilvy!

I am Mumbai

Tired, frustrated, angry Mumbaikars – the raw truth. This is what “ I Am Mumbai” is all about. The two minute ad which depicts all the emotions of a tired and disappointed Mumbaikar represents the true Mumbai fighting spirit of not being taken for granted.

The concept is well conceived with a strong script highlighting the angst of the Aam Aadmi. This ad knocks at the doors of your conscience and makes you want to stand up and shout. Without resorting to anything flashy, this ad leaves a massive impact on the audience. Uniquely untainted by the glamour and plasticity of the ad industry, all clippings have been shot with real people across Mumbai streets.

Who could ever imagine making a film from news bits? The message sent across by Mumbai Mirror is LOUD & CLEAR. Also the punchline “I AM MUMBAI” is unique and captivating.

This ad truly deserved the Gold in the Film and Film Craft category at The Cannes Lions Festival 2012.

We would definitely give it a five star and hope that we get to see more of this kind of smart thinking. A brilliant visualisation of the commoner’s anguish, this ad drives home the message crisp and clear.

Kudos to the Mumbai Mirror Team, hope to see more from you.

We have resolved…have you?


‘Yesterday you said tomorrow’ (paying homage to this amazing line from a Nike advertising campaign) and pushed it again to the day after, and eventually forgot about it the entire year.  As the excuse to not complete the New Year resolution took the driver’s seat-your enthusiasm died down early or mid 2012. But this year, in the hope of things being different, most of us would have resolved to lose weight, eat right, or wake-up early. As a creative agency, it’s only natural that we create our very own list of New Year resolutions and today, we are giving you a sneak peek into this list.

  • To produce more awesome work: There are some resolutions that are worth carrying over from the year before; this one is a perfect example of that. Our drive and dissatisfaction with just-being- satisfied is a constant itch that has helped us create some awesome and award-winning work in the past. But this itch has increased twofold and refuses to die down! So this year we are looking forward to some challenging assignments that test our creativity. So, all you out there, bring it on!!!
  • Sometimes the best sort of communication is a little bit of silence,  so talk a little less:  At Pink Lemonade, we are a bunch of hard-working and close-knit creative professionals always finding an excuse to just swing our chairs around and talk about the first thing that comes into our heads. But before these excuses slowly transform us into a hardly-working group of professionals, we have decided to figuratively zip our mouths and stick to our ‘talk a little less’ resolution.
  • To continue enjoying what we do every day: There is absolutely no shame in admitting that work can be a pain in wrong place! That’s just the way of life – there are some good days and some not-so-good ones. But if you don’t like what you’re doing, you’re bound to see some bad or even worse days. We at Pink Lemonade are lucky. We know what we love doing and have found it. We hope that you are also able to find your life’s true passion because, you know what they say, if you love your job – it never feels like work!

Now that you have taken a look at our resolutions, it’s only fair that you share yours with us.