DCB Bank

Challenge
A media-shy, community bank that wanted to spur growth.

Reinterpretation of Brief
To break through the financial clutter by transforming a traditional bank into an ‘experiential brand.’

Solution
Altered the internal culture so that employees were aligned to the new promise of ‘We value you.’ Created new beliefs, rituals, behaviors, communication to reinforce the new culture. Ensured that every consumer touch point offered outstanding service.

Impact
Growth in current and savings accounts.
Positive impact on internal culture.

Star India Ltd.

Challenge
Lack of motivation, increased attrition in the marketing function.

Reinterpretation of Brief
To instill pride and purpose within the marketing team.

Solution
Alter the internal culture so the marketing team sees themselves as creative catalysts. Changed the marketing-creative relationship by retooling the processes.

Impact
Marketing seen as more integral part of the creative process. Ability to attract and retain high quality talent.

Aircel

Challenge
The last player in the category with negligible functional differentiation.

Reinterpretation of Brief
To deliver a superlative consumer experience in the cluttered telecom category.

Solution
Altered the internal culture with a clear vision and values that everyone could live by. Designed the experiential roadmap across all consumer touchpoints.

Impact
Higher emotional affinity scores. Higher motivation levels across the company.

Star India Ltd.

Challenge
To unify the multiple brands of Star under one umbrella.

Reinterpretation of Brief
To transform Star into an iconic media brand.

Solution
Redefine the vision and purpose of the company. Created the masterbrand and sub-brand portfolio.

Star Sports

Challenge
Launch a professional Kabbadi league in India.

Reinterpretation of Brief.
To transform a dusty rural sport into a glitzy tough-man’s game.

Solution
Leverage its martial roots and add oodles of attitude. Create a new language and rituals that makes it a cool game.

Star Plus

Challenge
Articulate a future-proof brand philosophy.

Reinterpretation of Brief
To be the Indian woman’s ally in her journey of life.

Solution
Over ‘fresh prespectives in everyday relationships’. Define the content filters to pick powerful stories.

Unilever India

Challenge
Schools were not too keen to allow food brands in their cafeterias.

Reinterpretation of Brief
To become a valued education partner in schools through a school contact program.

Solution
Food and nutrition as a part of the science curriculum. Created a robust program called ‘Titans of Tomorrow.’

McDonald’s India

Challenge
Rated highly on service and quality but poorly on variety and price.

Reinterpretation of Brief
To democratize snacking in India.

Solution
McDonald’s Mini Treats starting from Rs. 60. Empower consumers to customize snacks to suit their palate and pocket.

Aditya Birla Finance

Challenge
Grow the insurance and mutual funds verticals.

Reinterpretation of Brief
To partner and mentor the brand teams to reach the goals.

Solution
Creating differentiation across the marketing mix. Creating a superior consumer experience.

Make My Trip India Ltd.

Challenge
Perceived as an efficient functional platform for travel tickets and hotel bookings.

Reinterpretation of Brief
To transform a transactional brand into an enduring relationship.

Solution
A new positioning that built emotional affinity. Created a platform for the traveller community to bond.

Star Sports

Challenge
Blurring lines in content across different formats of cricket.

Reinterpretation of Brief
To redefine the verbal and visual language of cricket’s multiple formats.

Solutions
Insights on core fans across the three formats. Crafting the fixed and variable content templates for Tests, ODI and T20s

Star Content Studio + Hotstar Disney

Challenge
To bolster the success rate of shows on TV and OTT.

Reinterpretation of Brief
To provide a clear roadmap for the new and existing shows.

Solutions
Crafting the story-universe, character diamond, story arcs, references, positioning. Show and character marketing.

Star Content Studio

Challenge
How do we narrate fresh stories on TV given the OTT threat.

Reinterpretation of Brief
To revolutionize TV.

Solutions
Unearth virgin spaces for reality and fiction shows. Exploring new genres and add more variety to storytelling.

Google

Challenge
To look at new opportunities for growth in India.

Reinterpretation of Brief
Explore virgin spaces where the brand can make a significant difference with technology.

Solution
A mapping of underserviced or needy spaces. Defining the role that the brand can play at an unprecedented scale.

Aditya Birla Innovation Centre

Challenge
To create an innovation funnel for Hindalco and UltraTech.

Reinterpretation of Brief
To design new age products made of Aluminum and Cement.

Solution
Transformation from B2B to B2C with an exciting line of products and services. Defining the identity and the positioning of the new brands.

Emami India Ltd

Challenge
Create new franchises by leveraging the existing male grooming brands.

Reinterpretation of Brief
To uncover new opportunities in the male grooming category from hair to toe.

Solution
An innovation funnel with products and services. Identifying key platforms that will deliver growth.

Kellogg’s

Challenge
To understand the morning rituals in an Indian household.

Reinterpretation of Brief
What motivates women across India to follow a pattern of rituals from the time they wake up?

Decoding
The stories, symbols and rituals seeped in tradition. The slow adoption of western behaviors in urban India.

Asianet

Challenge
What kind of stories will Kerala’s next generation like to see on TV?

Reinterpretation of Brief
To decode ‘God’s own country’ beyond what’s apparent.

Decoding
The darker side of the state and its hidden angsts. Virgin spaces to explore: Relevant and aspirational.

Unilever India Ltd.

Challenge
To understand why Indians think and behave differently from the West.

Reinterpretation of Brief
To decode the culture, beliefs, values that have shaped India.

Decoding
The epics and stories that continue to impact the Indian psyche. The transference of values with minimal transmission loss.

Emotix Ltd.

Challenge
To relaunch a robot called Miko 2.0 for children.

Reinterpretation of Brief
To make the learn & play robot relevant to a nation obsessed with academics.

Solution
Target parents by over-indexing the learning quotient. A new brand identity, packaging and communication.

Fountainhead Foods Ltd.

Challenge
To launch Healthsutra a range of ready to eat foods made of millets.

Reinterpretation of Brief
To position millets as an ancient superfood.

Solution
Establish how the earlier generation lived healthy due to consumption of coarse millets. The high nutrition value of millets compared to polished grains like rice and wheat.

Coconics India Ltd.

Challenge
To launch a range of laptops and computers.

Reinterpretation of Brief
To transform a public sector overing into an aspirational brand.

Solution
Focus on high performance and uber cool aesthetics. Brand Identity, Packaging, Communication.

Gana Kala Vidya Nilayam

Challenge
To celebrate the 50 years of its existence via a cultural festival.

Reinterpretation of Brief
To chart an inspiring blueprint for the future.

Solution
Make classical music and dance relevant to new age Indians. Revamp the organization and give it a new identity.

Ayyappa Temple

Challenge
To utilize the reserves to create a charitable institution.

Reinterpretation of Brief
How do we revive the classical art forms of South India.

Solution
Roadmap to build a professional cultural academy with state-of-the-art facilities. Music, Dance, Martial Arts, Art & Crafts.