From

the

Vau

lt

GODREJ LOCKS

1009

ii

iii

i

Packaging

(ii) The chic Mortise packaging addressed a more complex requirement for a box whose dimensions could be adapted to any number of product varieties.

(iii) Godrej’s first ever electronic lock was encased in an upscale and contemporary design that echoed the ‘young and experienced’ image.

One of India’s most legendary companies Godrej & Boyce approached us with their flagship brand, Godrej Locks following an advisory guideline that suggested a repositioning turnaround of the brand’s image from ‘traditional and old-school’ to ‘young and experienced’. Our first pitch was for a repackaging opportunity for the landmark Nav Tal (i) lock. India’s largest selling padlock had long been recognized for strength, durability and trustworthiness. We gave it a new visual appeal: a clean, smart and confident look that was sure to please the modern consumer.

Packaging

Negative spacing and clean lines did away with the previously cluttered look, now placing the product in the functionality-based Home and Garden segment.

GO

DREJ

LOCKS

Corporate Print Campaign

The corporate print campaign also replaced the utilitarian, hardcore approach previously used with a softer, more emotional appeal.

From

the

Vau

lt

10

Being Industry leaders, Godrej Locks, for the ease of consumer understanding, devised the 5 Levels of Security. Based on a market research finding, it was understood that the existing perception of laws ws as a rational, practical, low priority purchase. Godrej decided to balance this with a more aesthetic, emotional approach.

09

ii

(ii) the soft board accessories comprising of the Mission/ Vision statements of the company.

Installation

The cube served as the common element in (i) the aluminum die-cast installations as well as

GO

DREJ

LOCKS

i

GO

DREJ

LOCKS

iii

ii

i

Catalogue for Influencers

While the aesthetic for each book reflected a youthful vibrancy, the comprehensive technical guidance offered reinstated the brand’s 100 year old legacy as industry leaders.

From

the

Vau

lt

1009

Comprehensive Catalogue

Consistency was the key element here as the cube was brought forth in the lines, tabs and icons designed to streamline information and make for easy browsing.

Reflecting the changing market dynamics today where B2B communication with the real estate players, influencers and consultants is of equal if not greater prominence, Godrej initiated a new marketing drive to specifically reach out to them. In addition to planning the company’s exhibition presence we also devised highly engaging print communication for the targeted, like the Comprehensive Catalogue, the Locking Catalogue for Homes (i) and the Architects’ catalogue (ii,iii & iv).

iv

From

the

Vau

lt

10

Safety poster

Carrying the cube forward, we assigned game related elements to each communication keeping it light and direct.

The same approach was maintained in poster designs for the work force where direct messages and precise symbols were used.

09

Godrej Management have recently imbibed a TOC policy to improve efficiency and output and coined the acronym IDEA to communicate the same to their various teams. We designed the IDEA is IDEAL campaign using a simple, fun and effective thought of equating work and play.

GO

DREJ

LOCKS

From

the

Vau

lt

VIV

ACIT

Y

10

Print Campaign

The first set of print ads to appear in trade magazines distinctly associated the brand with the sky promoting the advantage of size, space and limitless choice.

09

Identity

The various hues of the sky in the logo symbolize the brand promise of Endless Discoveries. The dynamic logo further adapts itself to multiple spaces and accentuates this concept.

VIVACITY

In 2010 Sheth Developers forayed into the retail space with Vivacity- a gigantic mall in Thane district, built up to an astounding 1 million square feet! The sheer size of the project posed a mammoth task of convincing B2B clients to share space with a mesmerizing array of brands as well as ensuring more than adequate footfall subsequently. We decided to convert the challenge into an advantage and proposed an entirely unique communication strategy.

Firstly, a value of multiplicity was attached to the brand by connecting it to the most recognizable symbol of infinity ever- the sky! The tagline “endless discoveries” evolved from here and a dynamic logo was designed to represent an ever-changing brand value.

09

IRF Events

While the 3D walkthrough by Cineapolis entertained many, the quick puzzle game (i & ii) proved a huge success as more than 2500 people engaged in some fun!

i

ii

From

the

Vau

lt

10

IRF Events

Size and volume were amply hinted at by our unique promoters who exhibited the 7 large anchors (iv) and other highlights of the brand (iii).

iii

iv

India Retail Forum 2010: Vivacity’s first ever interface with the retail community had to be spectacular and the client brief was simple: to own IRF 2010. A 360 degree approach was planned with a spell-binding stall with theatrical abilities, brand engagement through a fun game, unique promoter ideas and a consolidated media kit.

VIV

ACIT

Y

Print Campaign

The clutter-breaking ability of the brand was reflected in the wide, expansive visuals and direct references to the sky and spatiality.

From

the

Vau

lt

1009

Print Campaign

Phase Two of brand building saw the Vivacity connect to the sky now extending to the idea of ‘Endless Discoveries’.

VIV

ACIT

Y

Print Campaign

The print communication designed for press and EDMs pushed the ‘sky’ concept to new levels, cleverly juxtaposing whimsical visuals with a clear, concise message.

IRF Events

Cut outs smartly photographed to match viewing angle with the photographic angle gave an almost life-like 3D experience.

From

the

Vau

lt

1009

For IRF 2011 the client decided to forgo a stall on the ground altogether and utilize the overhead space instead. Taking this idea further, cutouts were installed from the ceiling which left quite a few heads turned upwards! The aim was to encourage existing brand partners to expedite their fit-out processes to ensure the timely opening of the mall in December 2012 and this was effectively communicated with the ‘fit-outs have begun’ print campaign.

Our carefully layered creative strategy through the various phases has ensured that Vivacity’s B2B clients experience the same sense of awe that B2C audiences are to feel in the final phase of promotion, boosting their confidence in the mall’s crowd-pulling ability and fixing the brand’s unique positioning firmly in industry and public memory alike.

VIV

ACIT

Y

Identity

Narrowing down on the existing color red, the corporate identity for Smart Link and Digisol was synchronized and streamlined to create the umbrella brand.

Packaging

Consumer interface tools like packaging and collateral (i, ii & iii) were made more exciting with simpler, cleaner visuals and crisp technical detailing.

www.digisol.com

From

the

Vau

lt

10

DIGISOL

09

Digisol, a digital solutions brand of Smartlink approached us with a branding dilemma in 2011, peculiar to many older companies in the industry. Despite over 40 years of market history, Digisol lacked an independent identity as it had been overshadowed by the popular Digilink range, now taken over by a multinational. Without the popular name to piggyback on, Digisol and Smart Link partnered with us to explore a new strategy that salvaged the old. One that helped them ‘Own their history’. We thus set out to rebuild the brand lineage for Digisol.

DIG

ISO

L

Print Campaign

The ads asserted Digisol’s long held position as market leader and gave the brand its unique association with the brilliance and far reaching accessibility of Nature.

09

From

the

Vau

lt

10

DIG

ISO

L

A carefully structured communication approach for the print campaign, associated Digisol’s solutions to elements in nature, establishing values of excellence, superior coverage and overall reach.

09

Marketing Collaterals

Simplifying the brand’s communication with its end user by creating a clear thematic consistency across the board

Exhibition Stall

Digisol ‘cubes’ at various exhibitions draw the attention of crowds to a brand that has finally come into its own.

From

the

Vau

lt

10

Innovative exhibits, a uniform color code and establishing a tone of voice have brought a semblance of symmetry to the brand so that today Digisol is recognized by its bold and smart end-to-end design sensibility that have re-established the leader in a whole new avatar!

DIG

ISO

L

From

the

Vau

lt

10

CU

T

From

the

Vau

lt

1009

Store Interior

Store interiors gave the impression of a higher end designer outlet with easy browsing and a superior shopping experience.

Store Signage

Store exterior and visual communications translated a global fashion sense to an Indian fashion shopper on a middle-income budget.

The stark white store interior with fuchsia accents was modeled to embody a contemporary art gallery for global fashion. The minimalist aesthetics were further reflected in the visual merchandising carried out which spoke in loud, rebellious tones and stark contrasts mirroring the youth of today. At no point was an association made with the heavily discounted prices in store as the brief was to maintain a high aspirational value.

The city-wise launch of the brand saw the boundaries of outdoor publicity pushed, raised and sometimes literally cut! The product catalogue also acknowledged the dynamic nature of the brand in a novel flip flop style.

Mix and Match

The merchandise catalogue carries through the mix and match value of Cut as each page is dissected for users to easily create their own personal combination.

Discover Cut

Excitement builds as crowds encounter a blade jammed in a wall or into mall flooring, heralding the arrival of Cut.

CU

T

From

the

Vau

lt

1009

From

the

Vau

lt

10

Identity

The right brain-left brain approach we used instantly pin-points the urgent need for fresh creative approaches, a belief that draws both clients and talent.

09

Identity

To advertise an advertising portal, we worked on a clean and modern look, which worked smoothly with various media including text, video, images and allowed for easy user accessibility.

BRAND POTION

A Times Group, Bennet & Coleman initiative in India, Brand Potion transforms the branding and advertising process into an advertising campaign. In the Brand Potion model, users interact with brands to get a one-on-one communication going with the people behind the brand. When we were approached to create an identity for the initiative, we put into action the idea that here was a place where one could get ‘your daily dose of brand’. From devising the name to the logo with the drop of potion within, we formulated a novel strategic approach to attract both brands and the users.

BRAN

D P

OTIO

N

From

the

Vau

lt

1009

Ballot Boxes

The ballot boxes piqued people’s interests and translated into an attractive number of sign-ups for any brand to consider the website.

Animated AV

An animated AV introduces the concept and its benefits to brand owners, urging them to infuse new life into their creative strategies.

Sign-up Print Campaign

Sign-up forms double up as posters and print ads carrying forward the campaign’s central theme of revolutionizing advertising practices.

4

3

2

BRAN

D P

OTIO

N

A targeted campaign urging talented individuals from both the professional as well as amateur arenas was organized to attract talent to the portal. Sign-up petitions alongside ballot boxes were placed outside communication degree institutions and advertising agencies to get people interested and convert them into Brand Potion members.