Macabre messages herald Everest re-birth

MUMBAI: A rather odd start to a day. A frantic call from an office colleague, "When are you getting in to work? There is some telegram that has come for you."

Never having received a telegram before (being a new age kid and all), the import of the event was lost on me. Noting my nonchalant response, my colleague then reiterated that it was a telegram, which could only mean bad news.



This got me moving of course and I zipped in to office. To my surprise, the telegram read that Everest Integrated communication was very critical and my presence was urgently required. I read it twice over and then laughed. I immediately called the concerned people, and they feigned complete ignorance.

Well, that was that. A couple of days later I received an envelope which said "From the registrar of Birth & Death." Once again absolutely perplexed, it was an official 'Certificate of Death' stating the following, 'This is to certify that the following information has been taken from the original record of death, which is in the register of the Municipal Corporation of Greater Bombay.'

Name : Everest Integrated Communications Private Ltd.

Nationality: Indian

Date of Death: 17/04/2005

Name of Founder: Mr. Adi Patel (Founder of Everest)



Attached behind was an invitation of a condolence meeting. The venue: The Hilton Towers, Mumbai.

Post Script: Mourners will receive a press briefing, followed by lunch.

As must be clear to most by now, this was essentially the invite for the re-launch of Everest Communications and the birth of a new identity.

Talking to Everest Communications executive creative director Milind Dhaimade on the conceptualization of the novel invite, he states, "The re-launch is not about just creating a new identity, but in our whole approach internally as well as externally. Since we made a decision to kill what we currently stand for, we decided to communicate it in an equally strong manner."

Dhaimade also pointed out that the responses that they received were mixed. While some were very appreciative of the creative thought behind the invites, others opined that they had gone too far. Apart from frantic phone calls from clients who did not know what was happening, Everest also received a handful of visitors to check if all was okay.



What the real agenda is will be unveiled tomorrow (27 April). The agency is starting afresh with a new vision and philosophy. No doubt though, the start of this process has made some deep and no doubt morbid impressions.

Latest Reads
Karthik Nagendra awarded Honorary Doctor of Excellence in Marketing Management by CIAC- Global and UET, America

Nagendra- Founder & CEO of ThoughtStarters- Asia’s first thought leadership marketing company, was bestowed Honorary Doctor of Excellence in Marketing Management for his achievements and contribution in the area of thought leadership marketing.

MAM Marketing MAM
MakeMyTrip unveils campaign to boost online hotel booking

MUMBAI: MakeMyTrip Ltd has launched its new ad campaign with brand ambassadors, Ranveer Singh and Alia Bhatt, ahead of the travel industry’s busiest summer travel season. The campaign aims to reach out to consumers with clearly defined value proposition of online hotel booking on MakeMyTrip – be it...

MAM Media and Advertising Ad Campaigns
Adidas extends contract with Rohit Sharma

Global sportswear brand Adidas has announced the extension of its contract with ambassador and Indian batsman Rohit Sharma.

MAM Media and Advertising People
Duroflex Mattresses talks about importance of sleep this exam season

This exam season, Duroflex Mattresses is urging parents to pay more attention to the sleep habits of their children who are preparing for exams.

MAM Media and Advertising Ad Campaigns
Publicis Sapient named leader among global digital business transformation accelerators

Publicis Sapient, the digital transformation hub of Publicis Groupe, has announced that it has been named a Leader in The Forrester Wave: Global Digital Business Transformation Accelerators, Q1 2019.

MAM Media and Advertising Digital Agencies
Swiggy, Hotstar bowl cricket lovers over

As the cricket frenzy reaches a crescendo this March, Swiggy lives up to its promise of providing unparalleled convenience to its consumers yet again.

MAM Marketing Brands
Revv tells potential car owners to “Keep it Open”

The youth of today enjoy the flexibility that comes when they don’t commit to one choice and play between multiple options.

MAM Media and Advertising Ad Campaigns
Beardo to groom Kings XI Punjab

Beardo, one of India’s leading luxury grooming products for men, has partnered with Kings XI Punjab as it kicks off its campaign to win the 2019 edition of the IPL.

MAM Marketing Brands
Burger King strengthens partnership with Mumbai Indians

Burger King India has announced its association with the upcoming T20 League cricketing carnival, in an exclusive category partnership with Mumbai Indians for the second year in a row.

MAM Media and Advertising Sponsorship

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories