Leo Burnett India for Maneland Jungle Lodge – Wild Creativity

Receptionist/Waiter/Welcome (2006)

What Kaushik Mitra, (copywriter at Leo Burnett, Mumbai) has to say about “Receptionist” and “Waiter”

To start off with, I think it’s important to understand that over 50% of the population in India is below 25 years of age and when they seek a holiday, they’re seeking either complete inactivity and laziness, or they’re seeking adventure and fun. Now the Maneland Jungle Lodge is a resort right at the edge of Gir Forest, an area famous for its lion population in Gujarat. And an area that’s certainly not meant to attract the break-from-work-by-lazing holiday seeker. For us within the agency, it meant an opportunity to create something adventurous and bold, and that’s precisely how I remember my art partner, Harshad descibing the brief. Maneland had never advertised before in a big way, and it was our turn to pounce upon an opportunity to create a big, wide splash in the marketplace for holidays and tours in India.

“Mutilated lodge staff” was the first thought that emerged in the brainstorm to follow. While I admit it was I who was guilty of coming up with the idea first, it couldn’t have been possible without Harshad and the rest of the team saying what they did. Soon after, our brainstorm got interrupted because there was another urgent brief we had to do immediate justice to, and while presenting the idea to the rest of the creative directors within the agency, we realised that that was the only idea we were left with.

But luckily for us, Pops (or KV Sridhar, as our National Creative Director is otherwise known), Agnello Dias (the Executive Creative Director) and Santosh Padhi (National Art Head), all fell in love with the idea. And saw to it that it was executed perfectly and released in good time, before the holidays began. Luckily the client also had a sense of humour and loved what we created. Of course, we had no idea then that a resort meant to show off the last lions in India would get us one!

Creative Director: K.v Sridhar/Santosh Padhi/Agnello Dias
Copywriter: Agnello Dias/Kaushik Mitra
Art Director: Santosh Padhi
Photographer: Shekhar Phalke
Bronze Lion for the Campaign

Waiter/Cook/Reception (2007)

Creative Director: K.v Sridhar/Santosh Padhi
Copywriter: Santosh Padhi
Art Director: Santosh Padhi
Photographer: Shekhar Phalke
Shortlist

Cavemen Search (2007)

The brief
The insight here is that nowadays you hardly get the ‘Jungle’ jungle i.e. the authentic, untouched jungle. It is very difficult to gain this experience first-hand due to thie fast moving world we live in. The objective was to present Maneland Jungle Lodge as a truly exotic and never before seen jungle experience.

The concept
Everybody would love to stay in one such place as, they are too tired of the monotony of this concrete world, To help people gain this experience Maneland jungle lodge is located in the interiors of the jungles of Gir forest in Gujarat, a state of India and demanded the creative to convey the same.
We decided to use models dressed as cavemen, going around shopping malls & travel agents offices with their business cards. The campaign had to be executed in a manner to make the best out of the small budget and create a buzz.

Results
The month following the campaign, traffic to maneland.com website went up by 300% and bookings were up 40%

Creative Director: K.v Sridhar/Santosh Padhi
Copywriter: Santosh Padhi
Art Director: Santosh Padhi
Photographer: Shekhar Phalke

Welcome Drink/Lost & Found/Regular Visitor (2007)

Creative Director: K.V. Sridhar
Copywriter: K.B. Vinod
Art Director: B. Ranmathker
Photographer: Vinay Mahidhar

Check in Form (2007)

Creative Director: K.V. Sridhar
Copywriter: K.B. Vinod
Art Director: B. Ranmathker

Period/Gay (2008)

Headline: One Week Honeymoon Package. How Will Your Story Unfold?

Creative Director: K.v Sridhar/Santosh Padhi
Copywriter: Santosh Padhi/Russell Barrett
Art Director: Santosh Padhi



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