As part of Yuvraj Singh’s initiative to spread awareness about cancer, we worked on a youthful, yet inspirational look for YouWeCan’s Spring/Summer 2018 collection.
YES IT'S BOMBAY REALTY
For this campaign, we showcased the most prominent features of Bombay Realty, a brand with a 282-year-old legacy and managed to craftly highlight how such rarities are still available in Bombay. However, specifically with the realtor.
It's a simple play on positioning and words.
INDIA INTERNATIONAL EXCHANGE
INX LAUNCH AV
We launched the world's fastest exchange and India's first international exchange, taking a page out of Chanakya's Arthashastra.
East London has always been about the makers, those pillars of society who were driven to create and build a city. Today, it has reinterpreted this legacy and is being realized as a creative hub. We leveraged this core of the brand in context with the behaviour of today’s Indian youth in a uber-social world, that constantly finds new ways to express their individuality and perspective.
Fashion is the world where bodies are made to fit into clothes instead of the other way around. The fashion we are made to consume is unreal. We helped position aLL as a fashion brand for real people. A brand that believes looking good and feeling good is for everyone.
CANARA ROBECO MUTUAL FUND
We took forward the brand language that uses relationships and everyday concepts to bring alive financial concepts. This time round, our focus was on demystifying different types of funds for new investors.
We consider food cooked in oil to be unhealthy. Oleev active with the goodness of olive oil and antioxidants defies this. We brought out its goodness with the baseline ‘Pyaari Si Zimmedari’.
Likh Ke Doge Kya
Health Insurance had the most dissatisfied consumers for any insurance base in India. The core reason for the dissatisfaction was the endless waiting and hassles during settlement of claims. They felt let down in times of need. The situation called for empathetic approach to a real human crisis, not a post event transaction. Based on the idea of ’human assurance’ we created the campaign - LIKH KE DOGE KYA? ( which literally means, Will you give it in writing?)
Kruto is a contemporary twist to a classic vodka, pegged at the same price point as Absolut. The task - to target this to the urban millennial, who embraces self-pleasure and hedonism. We launched Kruto as a brand that doesn’t judge or condemn, but defiantly accepts this world view. The Kruto red tab was a symbol that signified un-censorship and acceptance.
We created the Kruto red tab as a signature to signify uncensorship and acceptance.
The vodka category based on vanity and imagery that is highlighted around packaging, celebrity endorsement fashion, etc. Nobody really talks about the product. Russian spirit with its legacy of unmatched purity, clarity and quality could make the product a hero and arrogantly so. Being 15 times distilled and gold filtered, it enshrines a flavour and smoothness that invokes complete and utter devotion. The campaign manages to capture just that.
Keya foods wanted to launch their range of exotic herbs, authentic spices, and soups. In a category, which tries to make the homemaker a better traditionalist, we spoke about innovations and experimental cooking. We spoke to the metro couple who lives as a nuclear family and to the men who have begun to invade the kitchen space, making the cooking experience more enjoyable, fun and inclusive. The idea behind the ‘Love Food’ campaign was not just to romance the product but celebrate ‘the joy of togetherness’.
Elite Cupcakes and Elite Crunchy Rusk
How difficult can it be to sell cakes to children? Organic food to the health conscious? Traditional favourites to homemakers? Quite challenging when you consider the daunting tasks of getting a toehold in a distribution network dominated by biggies and outsmarting competition that can outspend us as we created a preference for a brand that was little known outside its home state, Kerala.
LOVE WHAT YOU SEE
When India’s largest clinical beauty chain was faced with a plateauing consumer base, we realized the need for a change in perception – from an expert solution provider for skin care problems to a personal guide to complete skin care.
Kaya set out to connect with the larger world of beauty seekers. To reposition itself as the beauty aspirant’s accomplice – visibly transforming beauty and making her love what she saw.
ONE TREE HILL/GREY’S ANATOMY/ KOFFEE WITH KARAN
Star World was looking to increase its viewer base beyond the niche English GEC viewer.
We partnered them as they introduced handpicked content for this, in a way that a larger audience would relate to.
BSE GOLD ETF
In a country obsessed with the precious metal, Gold ETFs traded on BSE are financial products with a difference. The campaign spreads the net wider from targeting brokers to propositioning the huge Indian middle class who generally invest in gold through jewellery.
As a late entrant in the e-tail game, Jabong needed to significantly cut through the clutter and outsmart the competition, in terms of style, selection, and services. We defined the brand idea as ‘shopaholism’ and zeroed in on a creative mnemonic that broke the clutter and created recall – ‘the scream of joy’. The scream represented a customer’s delight on receiving their delivery. The Shopaholism message was then armed with functional delight factors such as free shipping, cash on delivery and 30-day free return.
In a commoditized category, we defined a philosophy of a couture brand inspired by nature, that enabled the Birla Cellulose to step up its fashion quotient alongside international fabric labels.