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Importance of reading, a campaign developed for Philippine Star, an English national daily in the Philippines.  The creative writing and play of design with the paper tool and the placement of the Philippine Star logo, fetched a Creative Guild- Best Craftsman copy award. Marketing problem: How does an English daily increase its circulation and advertisers in a vernacular country, like Philippines, out of  87.12 million populous only 18% actively read an English daily. Challange:With limited space had to capture the readers attention, create curiosity and inform. Creative solution: The theme was that of a traveler, roaming the world, with his constant companion, the news paper. Result:  The campaign was a success; it doubled the sales for Philippines Star.   So how does a copy-shot, with no mention of the brand name grab attention? curiosity may be! inform!? With the above design  template the challange was met, as the copy shot described an intelli

Surviving in Shanghai; Q. What are the 3 states of matter in a digital age? A. Huh, No, they are not air, water and food rather its Android, Whatsapp and Facebook duh! And what if, you don’t have these with You, can you still define your smartness? China has banned google, fb, youtube and its apps, till date. There are other search engines and ways to go around though, but one has to know them. And to know that one has to ask a Chinese friend. Oh, yes, agreed, that it doesn't matter if you don’t know english, you may be a linguist in 2nd or 3 rd language but one needs to be on the same page to communicate. Well these were my thoughts rushing through when I arrived in Shanghai. A bustling city with skycrapers and great calligraphy. That’s was Chinese script looks to me, calligraphic designs. Now if you have to go from point A to B, the best way is to get your destination address scribbled in Chinese. Coz if you happen to ask for directions, its God and his