Brand name, Brand logo and Packaging design

Hindustan Unilever Limited

Background:
With the other options in healthy and low fat snacks in the Indian market, there are very few options available into the organized market. Understanding the current need in the market gave an opportunity to Unilever to explore the area of specialized diabetes snack for all types of diabetics providing a wide range of snacks for binge eating without leaving a feeling of guilt to the consumers.

Objective:
We had to work on the most suitable option identifying an appropriate brand name for the new diabetic snack. The brand name for the new diabetic snack had to sound ‘guilt free’, moreover it was to have a name that growing incidence of diabetes in India and all across the world, Unilever, India wanted to introduce a choice of diabetes snack for the the binge eaters. Unlike many sounded balanced, healthy and a desired choice for diabetics’ snack eaters. We also had to work on the brand logo, packaging design identity and different variants of the the diabetics snacks under the same brand name.

Work:
We carried out a small secondary research trying to gather insights from the diabetic population between the age group of 40-60 years to understand what do they perceive of a snack they would want to eat during their daily evening snack time. The option had to be obviously something that does not leave a feeling of guilt after having consumed it. Mostly all of the diabetics said they look for a snack that is healthy, less of oil, carbs, high on dietary fiber, etc. Few names that came as a top of the mind recall to them were as; diet chevda, diet farsan, taal makhana, etc. Although all of them did mention the fact that they weren’t really sure whether these options are the real healthy ones or these were only positioned to convince the diabetics.

Our Thought Process:
In diabetes it is really necessary to have controlled blood glucose levels, post prandial or after having eaten a meal or a snack as blood glucose may rise. A diabetic is most often paranoid about what they eat during their snack time or tea time. After a lot of internal brainstorming and few set

Outcome:

Communication Strategy & Campaign Collateral Design

Roche

Background:
Awareness of disease and symptoms is essential for screening and early detection. If members of the public are aware of a disease and its symptoms, they are more likely to take action to prevent it happening to them, or go to healthcare providers for check-ups. On the other hand, if people are not aware of diseases and healthcare options it keeps them from taking preventative action or from visiting their doctor and accessing care.
Roche pharmaceuticals each year, takes special initiatives to spread awareness across all strata of our society through strategic and result oriented communication campaigns implemented at touch points such as hospitals, health clinics, medical camps, public places such as a gardens, bus stops, railways, etc. Roche wanted to implement a creative campaign for “World No Tobacco Day” which is on 31 st May.

Objective:
The campaign was not to revolve around “no smoking”, but should address every consumable which contains tobacco. As most pharmaceutical companies would try to capitalize on this day by emphasizing on quit smoking etc. However, they wanted to stand out from the clutter by communicating “Get screened for lung cancer”.

Work:
We followed an AIDA principle to create maximum impact to ensure there is greater campaign recall and a hard hitting message.
A- Attention: To develop a campaign that catches the eye and holds the attention of all the audiences. I- Interest: To design the campaign in a way that invokes an interest in the audiences, to know more about the cause. D- Desire: To create a desire in the audience to imply the message in their life and take further steps for better understanding of the cause and its effects. A- Action: Finally, to make the audience take an action towards the suggested path and get themselves screened for a better future. The message “Get screened for lung cancer today” had to be communicated across to the audience in a very subtle but in an imposing way which leads to the audience spreading the message & promoting screening of lung cancer.

Outcome:
On World No Tobacco Day, itself there was a significant rise in number of lung cancer screening across India. Many private and government hospitals, diagnostic centers, reported highest number of lung cancer screenings through the next few weeks.

Studio Works – Concept to Execution

Photography, Image Composition & Post Production

Think out of the box Studios is a content production vertical of Think out of the box Advertising & Communication Services, a 360 degree creative, digital & experiential marketing enterprise with a legacy of over a decade.
Our studio offers an artistically crafted interiors with ample space and high-end equipment for all kinds of shoots and is available for product, food & model photography shoots, video shoots for product demo videos, video filming, croma shoots, etc. We specialise in ecommerce photography with image composition for best results and finished visuals that can be used for printing or digital usage.
Our studio has an international standard pantographic overhead lighting system that ensures that the entire floor space is unoccupied by any lights or other equipment. A separate, model changing and makeup room provides both the privacy needed by your talent, as well as place for them to get away when not required on set.
We are equipped with the latest Broncolor and Elinchrom studio lights with smart air conditioning system with a wide shooting area of (20X20X13) with multiple seamless background colors to customize your shoot. We have our in-house post production, image correction & editing setup with latest FCP iMAC.

Equipment Highlights

• Overhead Lighting Rail System
• 5 Pantographs 8’ Long
• Godox ad600
• Elinchrom Frx 400
• Rotalux Octa – 135cm
• Deep Octa – 100cm
• Strip softbox- 50 x 130cm
• Rotalux Square – 100 x 100cm
• Beauty dish with grid and diffuser
• Barn doors with grid
• Standard reflectors
• Snoot with grid
• Color Gels
• Tethering Cables
• Green Screens
• White & Black Paper Background
• Tripod, Steam Iron, Safety step ladder etc.
• Panasonic 4K HD Video Camera
• Canon EOS DSLR

Office Branding, Space Designing, Activity Wall & Cafeteria

Roche Products (India) Pvt. Ltd.

Background: Roche is a global pharmaceutical company known for its high quality biotech medicines and specializes into target cancer therapies. Globally the total work force is about 94,000 working together across 100 countries with all facets of diversity. Roche thinks beyond the physical characteristics to the qualities of an individual that makes each and every single person working in Roche, unique.
Roche strives for an inclusive workplace where each individual can contribute and realize their potential. By embracing such diversity of their employees at work place, it helps enrich every discussion and decision at Roche and bring their purpose to live. Roche, India is also certified as ‘Great Place To Work For’ and takes pride to be an organization that really values their employees.

Objective: The objective of this office branding exercise, was to make the employees feel proud of their association with Roche and also to keep them motivated to give in their best to their company. It evokes a feeling of belongingness and inspires the people of the organization to deliver their best. The thought behind having an activity center and the concept of co-working space was to help build more interaction between the teams and help even them to ‘think out of the box.’

Our Thought Process: The corporate communication team, along with our creative team spent some together to brain-storm over each and every single corner of the office, right from the concept, creative content, colors, crafty details and most importantly doing all of it along with following their global brand guidelines. Even their MD - India, took special effort to work along with their team with her timely suggestions to ensure that the best is delivered.
We wanted to add colors and vibrancy to the entire office and at the same time not wanting to make it look very bright and distracting. There were more than 21 different zones we have to work on identifying the right mix of colors to composition, from what print media to use and what the fabrication material should be made of and etc.

Outcome: Roche India BKC office is now very successfully designed with a lot more exciting colors as compared to earlier. The employees of Roche are even more excited to experience the vibrancy of their office each day. The co-working which they call as their ‘Social Hub’ is an amazing concept that is very much appreciated by all employees, as they no longer feel as if they are working in a confined office space throughout the day. The cafeteria that we defined as ‘Café Connect’ gives them a very friendly feeling as they like to spend their lunch and evening snack time out there. The ‘Community Corner’ is an activity wall where Roche employees can post their comments, suggestions, etc. on a chalk board, have their feedback written on a card and simply drop it suggestion box and also pin-up their favorite team picture out there.