Each Shubh Aarambh ad tells a charming story

Written by Payal Khandelwal | Updated: Jan 8 2013, 06:43am hrs
I wish I had done

Cadbury Dairy Milks Shubh Aarambh campaign created by Ogilvy is definitely one of the campaigns I wish I had done. The commercials are downright charming, says Mahesh Parab, executive creative director, DDB Mudra, Delhi.

Capturing the quintessential emotions of a family, Cadbury has managed to present chocolate as a replacement for an Indian dessert in any Indian family, says Parab. Right from the teenagers at the bus stop to the newly-weds in the more recent series, each ad tells a charming story. The music just underlines the emotion and the mood in a beautiful manner. Charming stories, excellent music, superb casting, everything made these commercials extremely memorable. And brings a smile to your face, he says.

Another campaign which I feel I should have done is the SBI Life Insurance campaign. Frankly speaking, at that time, the financial category was supposed to be most boring and serious. The agency did it differently by making the older people behave like young people and came up with very charming stories. These light-heartened ads successfully changed the tone of the category. The beauty of those commercials is the strong insights and the charming stories.

Thank god, it isnt me

The commercial I hated on the first viewing itself was the JK Cement ad. A girl in a bikini comes out of the sea and the line said something about trust. That ad didnt make any sense, says Parab. Another ad which comes to my mind is for the Lava mobile where the girl gives a condom instead of coins. Left me with a bad taste in my mouth.

My first tvc

The first television commercial I worked on was for The Mobile Store. It was, incidentally, the launch campaign for the brand.

The basic brief given by the client was that The Mobile Store should be pitched as a one-stop shop for all mobile accessories.

And thats how we came up with the Naked Man commercial.

Parab completed his graduation from Sir JJ School of Applied Art in 1999. After that he joined DaCunha Communication, and then he moved on to Ambience as an art director where his career took the fast lane. There he worked on brands such as Lakme, Sonata, Nerolac, Marico, Bisleri, Parks, etc. It was work done there that got Parab several national and international awards. After that, he moved to MaCann. Here he worked on brands such as Marico, Vaseline, Loreal, Axis Bank, Kotak Bank, Tata Indicom, etc. Here again, he bagged some Cannes Lions, a One Show Pencil and several metals at Adfest.