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Ogilvy makes IBM Watson fashionable in India!

When, and if, you are confronted with the question, “What was the dominant colour palette of 80s Bollywood?” how would you react?

You would perhaps try recollecting some famous films from the 80s, if your memory is good. Like Qurbani, Laawaris, Nagina, Mr.India, Qayamat Se QayamatTak, Maine PyarKiya, Tezaab and Hero, among others. But dominant colour palette?

For the record, 80s Bollywood’s top colours included licorice, brown yellow, black olive, dark vanilla and camouflage green! While we’re at it, it was a palette led by raisin black, Yankees blue and light gray for 70s Bollywood, incidentally, consisting of films like Sholay, Bobby, Muqaddar Ka Sikandar, Pakeezah and Mera Naam Joker!

While this may not be a compelling and pressing enough query for people on the streets, it is quite an important factor for fashion designers, if you recall the popular dressing-down dialog Meryl ‘Miranda’ Streep gave Andrea for “this stuff” in The Devil Wears Prada!

And Falguni Shane Peacock happen to be one of the top fashion designers in India, having designed for renowned international figures like Jennifer Lopez, Britney Spears and Lady Gaga, who sought answers to questions like this. From IBM Watson, the artificial intelligence platform hosted on IBM Cloud!

Once Ogilvy arrived at the Indian theme and the nuances that went into it, Watson was fed data from the history of Bollywood. That’s 5 decades of Bollywood history, indicative of Bollywood-centric fashion across the years. Along with that, Watson also analyzed around 600,000 publicly available historical fashion runway images for the past decade (2006-2017) spanning the ‘Big Four’ fashion weeks (London, Paris, Milan, New York) that is indicative of high-end couture.

As a culmination of this exercise, Ogilvy worked with Falguni Shane Peacock and the Watson team to put together a fashion show at IBM’s India Cloud Forum on May 26, 2017, featuring actor Pooja Hegde as the show-stopper.

The context, as explained by Falguni Shane Peacock, during the event was that Watson helps in letting us humans focus on what we do best – imagination and creativity, while equipping us with the most comprehensive information needed for that, after analyzing structured and unstructured sources of data.

And the whole exercise was a smashing success for IBM! Take a look at the numbers in the enclosed infographic! One such number (not included in the infographic because it’s a WIP and is confidential to IBM is the fact that the idea (along with the event it was part of) was instrumental in getting IBM 14 business opportunities worth US $7 million!

Video: The future of Bollywood fashion – Designed by Falguni Shane Peacock + IBM Watson http://bit.ly/2t8tAax

Account management, planning, social and media:
Digvijay Singh, K Sudha, Karthik Srinivasan, Varun Rathish, Siddharth Mukherjee, Nidhi Dewan, Naini Abbas, Gatlin Raberts, Saranya Prajith.

Creative: Abeni Tandon, Roshan Nair, RK Shyamal, Harpal Singhwalia, V.Manu



APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 30 leaders in the Marketing industry who will put the presenter’s knowledge to the test in a unique Live Presentation environment.

Date: 6 & 7 July, 2017

Venue: Grand Ballroom, Eastin Hotel, Petaling Jaya.

Time: 8.30am – 6.00pm

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Event PDF: http://www.appies.com.my/files/Appies17_Conference.pdf

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