Graham Kelly | Round 2

Brief: "Aakash: the world's most affordable tablet"


Graham Kelly, National ECD OgilvyOnce India & Founder GKIM


Nov 1, 2011

Submission Deadline:

Nov 30, 2011


View the Student and Professional category winners.

Graham Kelly's Feedback:

"The advertising industry has never been particularly good at promoting young talent.  So hats off to the organisers of Young Glory for giving up and coming creatives a new place to showcase their ability.

I saw some strong ideas from both the student and professional categories and it was very encouraging to see so many of the participants clearly felt at home working across different media.

I'd like to encourage all the entrants to come back for each of the 8 briefs and put as much passion and energy into them as they can. I guarantee that by the end of the 8 months you will have at least one strong campaign to add to your portfolio."


The Aakash ( “sky’) Tablet was launched in October 2011 at a subsidised price of US$35. 

Its purpose is to give digital access to Indian students in small towns and villages across the country. In short, it aims to help bridge the “digital divide”.

However an unsubsidised version will be launched soon.  The cost is going to be US$60.

Your brief is to sell it.

The unsubsidised product is aimed at the broader consumer market, not just students. In other words, anyone interested in an ultra low cost tablet.

Is it an iPad killer? Of course not.  Any product at the low end of the market will have more than its share of weaknesses.  So be realistic.  Think about who would be in the market for it, and how they would use it.  Could you turn its weaknesses into strengths? 


You can do a fully integrated campaign, or just focus on one media – the choice is yours.



  • Processor: 366 Mhz. Connexant with Graphics accelerator and HD Video processor
  • Memory (RAM): 256MB RAM / Storage (Internal): 2GB Flash
  • Storage (External): 2GB to 32GB Supported
  • Peripherals (USB2.0 ports, number): 1 Standard USB port
  • Audio out: 3.5mm jack / Audio in: 3.5mm jack
  • Display and Resolution: 7” display with 800×480 pixel resolution
  • Input Devices: Resistive touch screen
  • Connectivity and Networking: GPRS and WiFi IEEE 802.11 a/b/g


  • OS: Android 2.2
  • Supported Document formats: DOC, DOCX, PPT, PPTX, XLS, XLSX, ODT, ODP
  • Image viewer supported formats: PNG, JPG, BMP and GIF
  • Supported audio formats: MP3, AAC, AC3, WAV, WMA
  • Supported video formats: MPEG2, MPEG4, AVI, FLV

More info:

MSN Technology News

Online Tech Tips Review

BBC South Asia News

About Graham Kelly

In 1986, Graham graduated with a BSc Honours Degree in Chemistry from Edinburgh University. This proved a surprisingly good preparation for his first job in advertising - copywriter for a Dutch business-to-business agency specialising in the chemicals industry. Staying true to this unconventional start, Graham has embraced all aspects of advertising.

Since coming to Asia in 1991, he has been working across media – direct, traditional and digital.  And in his last three roles, at Saatchi, BBH and TBWA/Tequila he has overseen the integration of all media.  Graham left TBWA/Tequila in November 2009 for an 18 month sabbatical. In December 2010 Graham joined OgilvyOne India as National ECD focusing on digital and integration. Graham combines this role with his other job: Founding Partner of GKIM Pte Ltd: an ideas company specialising in digital marketing.

Graham’s print and TV work has been awarded at shows such as: The One Show, Clio, Cannes, D&AD and Communication Arts.  His digital work has been awarded at the One Show Interactive, Cannes Cyberlions, Clio Interactive and Communication Arts.  He also won Asia's first One Show Interactive pencil.  Graham has won all the major DM honours: Caples, Echos and the Asian Direct Marketing awards (with two Grand Prixs). 

As such, he is the one of the few creatives to have achieved international recognition across all media.

Graham has served on the juries of the world's leading creative awards, including: Cannes, The One Show, Clios, Asia Pacific Adfest and Media Spikes.  He is also a regular speaker at key advertising events including The One Show, where he spoke in the Great Hall of the People, Beijing.