About Yo MamaSita

For people who are lazy to read the About Me section -

A lot happened before Yo MamaSita (MICA's biggest branding firm - unofficially ofcourse) was given a legendary status. The following story will give a clear picture of the MAN behind Yo MamaSita.

A true fake software engineer who managed to survive a year in a software firm only to be told by his managers that you should try your hand at advertising because you are good for nothing. So that really motivated me to do my MBA in Account Planning from MICA (Yes, you need a degree to do advertising these days). 3 places where brand MICA really helped me were -
1) Create a Legendary company called 'Yo Mamasita' and be a part of 'PFC' group.
2) Getting my internship at O&M, Bangalore.
3) Getting my job as a Communication Consultant with the Government of Gujarat.

It all started with a simple 'YO'. Said yes to whatever opportunity came my way. That helped me make MCL what it is today. Since then there was no stopping for Yo Mamasita. Clients like GEC then came along and gave us the entire task of handling the entire communications for GEC.

Internship at O&M helped me learn a lot of things apart from advertising. Worked on Titan and Bingo there. My insights on Titan were directly shipped to Vietnam and till date Titan's entry into Vietnam is unmatchable.

The consultancy at Govt. of Gujarat is different as compared to O&M in terms of the rejection rate. Here, the rejection rate is almost 1.2%. So that really tells about the progress and growth the state is making. FYI pick up any newspaper in Gujarat and open any odd numbered page and you will see my work staring right into your eyes.

Emportant

Having a creative bent of mind always helps and so does basic photoshop skills. Not only does it help you to actually implement the idea running in your mind but it also eliminates the middle men (designers) in the entire communication process.

Emportant
Simple. Effective. Innovative. Our logo derives its qualities from the foundation stones of the software itself. The colour blue, proven by research to make people feel calmer, more innovative and more productive, plays an important role in the main logo design due to the focus on innovation of the product. However, the first letter is written in yellow, which causes the letter to distinctively stand out as well as provides a certain amount of brightness to the logo. Yellow stands for intellect and innovation which goes with the rest of the logo, and the letter ‘e’ apart from focusing on the online nature of the software, also hints at employee freedom and individuality due to the human form of the letter. Finally, the font of the logo signifies simplicity. No abstract calligraphy, no obscure art, this font stays true to the idea of simplifying life, taking a cue from the organisation culture. For simplicity is the best way to achieve true emportance.

The first big REAL client...

The first real client that came to us was Gujarat Ecology Commission. It wanted us to handle entire communication campaign for GEC. We not only handled the entire campaign but also ideated and came up with the Logo and the Mascot called 'Jeeva Baapa' which was used for the entire campaign of GEC.

Jeeva Baapa

Jeev in Gujarati meaning life and Baapa meaning elderly person. In villages, there generally is the elderly person who is considered as Baapa. Everyone seeks his advise. He is also the most experience person around and will always give the correct answer. Hence, Jeeva Baapa is the Baapa who will educate everyone about the ill effects of global warming.

The WESTside of the story....

Had to develop a campaign for Westside to Increase its sales. After the qualitative research, the insight we got was that each and every individual has its own style. And westside understands that has something for eveyone.
Was awarded the Best Campaign by the O&M Jury. Please enjoy the final output.

Short Film -> Cin-Cinemati

Finally got a chance to live my passion - Movies.

SHUFFLE...the short film was made by the PFC Productions for CInCinematti. The purpose of this movie is to show how strong the EDITING is for any film. We have basically shot 3 scenes. And just by shuffling these scenes, the entire meaning of the story changes. ....anyways...hope you guys enjoy it :)

MCL-09

Yes, after a very very successful branding of MCL-08 by Yo Mamasita, comes yet another sensational promotional campaign for MCL-09. Hold your breath....

This was followed by a lot of BTL activities, In-class branding, experiential marketing, ambient marketing. For more details regarding these, kindly contact the EFFIE Awards team.

What's you Calling???

Our very own MICA pitched Airtel during MICAnvas. And Airtel gave them What's Your Calling.
We had to take any state/scr and have to come up with the Communication Campaign for the same. We chose Ladakh and did primary research and found out the core problem and did the communication campaign for the same - 2 print ads, 1 radio ad. We won the competition.

SAIL!!!

Even Narsee Monji didn't want to lose the competition. So it came up with The Advertising Competition for SAIL. And usual...I delivered.....ahem ahem :) :)

India 2025

IIM Indore had an event to imagine Indian in 2025 and come up with a print for the same.
I did a bit of product bundling in this ad. Times of India with India 2025.

IIM Shillong -Ray Ban

IIM Shillong's weekly magazine Markathon had an event of coming up with Print ads for Ray-Ban with a new tag line - Eyes do Matter.....

Here's what i came up with....and ha...needless to say, i won the event too :) :)

Reckitt presents Neck-it

We participated in Reckitt's online event. We have to come up with an innovative product for the Reckitt for the Music Concerts. And we came up with the most innovative product of the century - Neck - it. The answer to the neck sprains due to head banging...

YO Mamasita goes Global

After the immense popularity of Yo Mamasita in India, it gets a new project from Nigeria for the Nobel Carpets & Rugs.

Yo Mamasita's own Branding

Well...after the tremedous success of MCL-08, Yo Mamasita was on every MICAN's mind."Loha garam tha...bas hathodi maarne ki deri thi"

Hence, came up with a branding campaign for Yo Mamasita.

Yo Mamasita's first consignment

MCL....thats when Yo Mamasita production house was created. MICA Cricket League's was in its second year, and one man realized its true potential...Abhay Navratan Mehta. He knew, that the format of the game and the quality of teams is amazing but it really lacks awareness. The Lighthouser took this opportunity to take MCL to the next league. He did a complete PR campaign under the Yo Mamasita Production house and within no time, MCL was a super duper success. The TRPs of it shot like anything...exceeded all the GECs and sports channels, staying only behind IPL....

The Cannes Young Lions story

During my internship at O&M, i realized that even though i am enjoying the strategizing of Titan's venture into Vietnam market, there was still something missing. And EUREKA...i read my mail saying Cannes Young Lions Video making competition.

The theme was to urge people to sign to petition to force government to attend Coppenhagen Summit. The result is clearly visible...not only did the government attend the summit, but played a very important role in it..... i also received a "Thank You" mail from them which i cannot show because of the confidentiality involved in it :) :)

The Futuristic Audio Spotlight

Participated in XLRI on the futuristic product. Have to come up with the marketing campaign along with developing the Print Ad. What better idea then using the legendary gandhiji's 3 monkeys......

The VOLTAS Campaign

We have to come up with 10 print ads for 5 voltas products. And boy....we did it...and won too :) :)