Komal has served as Chief Creative Officer in Saatchi & Saatchi Dubai, Y&R Singapore and Y&R India.
She is a creative leader with more than 25 years of experience at Y&R, Grey, Lowe, Rediffusion and Saatchi & Saatchi across India, South East Asia and the Middle East on global brands like Ford, Cadillac, HSBC, PepsiCo, P&G, Mondelez, Nivea, Harvey Nichols, Colgate, Virgin Atlantic, Tata Motors and Land Rover, to name a few.
— Yet, Leica is her favourite brand ever.
Her work has received multiple golds at Cannes Lions, One Show, ANDYs, ADC, Clio, LIA, Epica, D&AD, Spikes Asia, Effie, WARC, Dubai Lynx and Goa Fest. Her campaign for Harvey Nichols was ranked the number two press campaign in the world. And the Big Won ranked her number two on the list of Top Art Directors.
— Yet, her real grand prix are her son and daughter. Naturally, her husband is on the credit list.
She has served as jury president for art direction at D&AD, a jury member at Cannes Lions, Art Director’s Club, Clio, Adfest and New York Festivals.
— Yet, she loves being judged by Grey Joy, her big, burly, always-sleepy cat.
Over a decade ago, she brought the Middle East into the spotlight through art direction and craft, and became the first female ECD in the region. In 2019 her Leica collaborated with her sister’s pen, and they published their debut book “Dream Keeper” an ensemble of poetry and photography. More recently, her photographs have been published and exhibited locally and internationally. She believes in a world where women can and will.
— At least, the case study says so.
----->>> Connect on
︎ komalbsohal@gmail.com
AN IDEA THAT TURNED A ROAD SAFETY MESSAGE INTO A CONDOM BRAND
CANNES: SILVER - MEDIA
CANNES: BRONZE - HEALTH AND WELLNESS
CANNES: SHORTLIST - OUTDOOR
CANNES: SHORTLIST - MEDIA
WARC: SILVER- ASIAN STRATEGY
WARC: SILVER- CHANNEL THINKING SPECIAL AWARD
SPIKES: SILVER - HEALTHCARE
SPIKES: BRONZE - HEALTHCARE EDUCATION & AWARENESS
SPIKES: BRONZE - DESIGN PROMOTIONAL ITEM
SPIKES: SHORTLIST - PROMO & ACTIVATION
CASE FILM
PRESENTATION BOARD
THE PROBLEM:
India’s leading truck maker, Tata Motors wanted to raise awareness about AIDS & STD and provide genuine solutions that benefit the health and well-being of the Indian truck driver.
As per the National Aids Control Organization (NACO), 2 million truck drivers visit sex workers every year. Only 11.4% use condoms, the result 16% of Indian truck drivers suffer from STD.
CHALLENGE:
REACH – Indian highways are largely media-dark and often media-ignored. Traditional and non-traditional media have absolutely no penetration - so no TV, press, outdoor, or internet. How do we get through to our audience?
SIMPLICITY – Most truck drivers are not very well educated. Our messaging had to be simple and easy to understand.
THE SOLUTION:
As a Government mandate, every Indian truck has the message ‘USE DIPPER AT NIGHT’ painted on its back. Could these trucks themselves become our medium?
THE BIG IDEA:
USE DIPPER AT NIGHT Just like Dipper lights at night are needed for road safety, Dipper condoms at night are needed for safe sex. So, we created & launched a condom brand, and named it ‘DIPPER’.
MAKING THE MEDIUM THE MESSAGE:
Trucks across the unreachable, media-dark highways became both our medium & message, as truck drivers simultaneously received and carried the message - and in a universal language that all truck drivers related to. The entire activity was done at zero media cost. We distributed these at all trucker-frequented spots like service centers & petrol pumps.
PACKAGING:
Our packaging was inspired by a form of cult art that is specific to Indian trucks - which helped us connect better with our audience.
POSTERS & OOH | HEALTH CLINICS, PETROL STATIONS AND HIGHWAY STOPS
MEDIA COVERAGE & NEWS
︎︎︎NEXT PROJECT ︎︎︎HOME
During Baisakhi, the Agriculture New Year, when farmers pay tribute to the Gods for abundant harvest, PepsiCo gave these unsung heroes something they truly deserve. A “thank you".
Farmers, Our Pride is a poetic tribute to the farmers of India. Featuring real farmers from the agriculture heartland of India amongst the grandeur, dreamscapes of farms and nature, captured with extreme wide-angle shots, high-contrast black-and-white imagery. The music was inspired by the collective humming farmers do when they work.
BRAND IMPACT
17.3+ million views | 3+ million engagement | 61% completion rate | From 98.75% negative sentiment to 93% positive sentiment
AWARDS
ONE SHOW: SHORTLIST - FILM: CINEMATOGRAPHY
ONE SHOW: SHORTLIST - FILM: SOUND DESIGN
DUBAI LYNX: SILVER- FILM: CINEMATOGRAPHY
DUBAI LYNX: SHORTLIST- FILM: SOUND DESIGN
DUBAI LYNX: SHORTLIST- POSTERS DESIGN
CASE STUDY | CINEMATOGRAPHY
CASE STUDY | CASTING
LAUNCH FILM | FARMERS, OUR PRIDE
ONLINE FILM | WATER
ONLINE FILM | YEILD & INCOME
ONLINE FILM | YOUTH
PRESENTATION BOARD
POSTER: WORK IS WORSHIP
POSTER: SOUND OF RAIN
POSTER: GUARDIAN OF BREAD
POSTER: EYES FULL OF HOPE
MEDIA COVERAGE & NEWS
︎︎︎NEXT PROJECT ︎︎︎HOME
CANNES: SILVER- PRODUCT DESIGN
CANNES: BRONZE - MOBILE INNOVATION
CANNES: SHORTLIST- PRODUCT DESIGN INNOVATION
CANNES: SHORTLIST- PRODUCT DESIGN SOLUTION
D&AD: WOOD PENCIL- DIGITAL DESIGN / USER EXPERIENCE DESIGN (UX)
SXSW FINALIST - RESPONSIVE DESIGN
SXSW FINALIST - STUDENT DESIGN
SPIKES: BRONZE - DIGITAL CRAFT TECHNOLOGY
SPIKES: BRONZE - DIGITAL CRAFT FUNCTIONAL DESIGN
CCA GONG: SHORTLIST - DESIGN
CASE FILM
PRESENTATION BOARD
︎︎︎NEXT PROJECT ︎︎︎HOME
Since looks and image are everything in the Arab world and nobody talks about dandruff, we made everyone laugh about it in a live stand-up comedy show and over 14 webisodes.
Starring the region’s funniest stand-up comedians: Ali Al Sayed (UAE), Nemr Abou Nassar (Lebanon), Bader Saleh (KSA), Ahmad Al Shammari (Kuwait) and Khalid Mansour (Egypt).
IMPACT
19.4+ million views | 79% completion rate | 140,332+ comments | 4.18+ million shares | +36% brand recall | +1.7% sales growth | +1.2% market share | Free media and PR coverage worth USD837,000+
AWARDS
EFFIE MENA: BRANDED CONTENT: GOLD
EFFIE MENA: PERSONAL CARE PRODUCTS: BRONZE
DUBAI LYNX:
RADIO: USE OF BRANDED CONTENT / PROGRAMMING / PODCAST: FINALIST
ENTERTAINMENT: USE OF TALENT: FINALIST
CASE STUDY
EP 01_JORDANIAN ROMANCE
EP 02_ ANTI-DANDRUFF COMMERCIAL
EP 03_DANDRUFF EVERYWHERE
EP 04_DANDRUFF FOR ARABS
EP 05_THE BARBERSHOP
EP 06_DANDRUFF MYTH
EP 07_DANDRUFF GOOGLE TRANSLATE
EP 10_INDUSTRIAL WHITE SCALE
EP 13_WAR AGAINST DANDRUFF
PRESENTATION BOARD
MEDIA COVERAGE & NEWS
︎︎︎NEXT PROJECT ︎︎︎HOME