My best campaign is re-launch of Close Up brand: Percept's Ajay Chandwani

Close Up was historically a niche product that was the English-speaking youth's choice

A fresh approach

MY TAKE

We had to take on the market leader without naming it. So, it was a tongue-in-cheek message — we were taunting the market leader in an entertaining way to remind people that you can change your habit. 

Brand: Close Up

Year of launch: Not available

Agency: Lintas

Which is your best campaign and why have you chosen it? When was it launched?

Being part of the industry for many years, I have worked on several memorable campaigns for clients such as Unilever, Colgate-Palmolive, Britannia, Tata group, Hyundai and so on. But the one that I