24 MANTRA ORGANIC
PROBLEM 24 Mantra Organic is one of the first brands to launch in the organic food category. They are essentially the Amulof organic food business with partnership with farmers across India that has lasted over a decade. The brand needed to redefine its purpose and bring it closer to housewives. Yet they didn’t want to entirely drift away from the ‘made by farmers’ positioning as set them apart from the competition. To expand the brand needed to appeal to the primary target audience-the mothers, yet the brand didn’t want to alienate the existing customer base and thus lose them.
BRIEF TO DRINK WATER Bring us closer to the mothers without alienating our farmers.
STRATEGIC CHALLENGE Mothers didn’t relate to the ‘made by farmers’ proposition, as she didn’t identify with it. Yet our research showed us that it is this very proposition also made the brand stand out on the retail shelves. We needed to find a commonality between mothers and farmers. We needed to tread the fine line that made 24 Mantra speak to every mother but not just about her but also about its farmers.
OUR SOLUTION Both mother’s and organic farmers shared a passion: healthy food. While the farmers were passionate about growing healthy grains, mothers were passionate about feeding this healthy food to the family. Together they made sure that healthy food went in our tummies. We decided to create a purpose campaign dedicated to this commonality of passion. First part of the film was dedicated to the mothers and the second part ended with an ode to the farmers for passionately providing millions of mothers with healthy food. The campaign stood out in the clutter of organic noise and helped their perception without changing drastically. Thus the brand expanded without losing out on its existing loyal customer base.
Services
Architecture & Interiors
Natural Ice Cream
PROBLEM When we engaged with the brand way back in 2013, Natural Ice cream was already a niche brand and was extremely popular in Mumbai. However, the market research pointed out that the brand was popular with the age group that had grown up to Naturals scoop, but the millennial found it uncool. At the same time the brand was planning for a massive expansion exercise across India.
BRIEF TO DRINK WATER Transforming the brand to make it relevant not just now but from 20 years from now.
STRATEGIC CHALLENGE Our deeper research pointed at problems that were more than cosmetic. The brand lacked in almost every aspect other than the product. The service was poor, the look was dated, the stores maintenance had an air of disinterest and the brand created an experience that it didn’t care. The brand needed a complete overhaul and not just a change in look and feel. We suggested a massive transformation exercise, one that was never attempted in the retail world before-a transformation that covered entire business other than the product. To achieve above goals we created a unique team of designers, architects, 3D visualizers, draftsmen, PMC specialists and branding experts, thereby transforming Drink Water itself into a cross-breed between an ad agency and an architecture firm.
OUR SOLUTION We started with repositioning the brand keeping the future ambition in mind. It started with taking a cut that separated the brand from the rest of the competition and also anchor experience design in the near future. We started by deserting the base line-Ice cream of Juhu Scheme and cracked the new positioning -Taste The Original. Naturals is one of the only brands that has emerged from fruit business and its uniqueness lay in the fact that it was born out of boiled milk and that’s was richer and creamier. Originality as a word liberated us and gave us a whole new plank to rebrand this iconic product. The entire brand experience was then culled out of Originality. Since the product was original we designed 80 original outlets, original brand identity, original communication design and original tone of voice that complimented the original product experience. Since the new markets we were entering had many fake Naturals store, the base line of Taste The Original helped on ground level for people to distinguish between the Original Naturals stores from the fake ones. The brand had renewed perception, the walks-ins of younger audience increased manifolds. The brand had grown in measurable terms. Before rebranding Naturals was valued at 90 crores, today the brand is valued at over 35o crores and is set to hot the figures of 500 crores when the exercise is concluded.
Services
Architecture & Interiors
ATHER
PROBLEM Ather450 is India’s first connected electric scooter. While the scooter could do things that one can only imagine it was still referred to as a scooter. Scooter has a perception of the past and was being used to refer the product of the future. The need was to reconcile this contradiction while also launching this revolutionary product.
BRIEF TO DRINK WATER Launch our futuristic scooter like apple launches its phones.
STRATEGIC CHALLENGE Instead of launching a scooter, we decided to redefine the word scooter itself. Thus launch a sub-category for Atherinstead of just launching one of its scooter.
OUR SOLUTION From this purpose was born the thought-way beyond a scooter. Because, in many ways Ather450 was paving a way beyond a scooter while being one. The launch film was a classy celebration of Ather450 and posed a question to the audience-would they still call it a scooter?
Services
Architecture & Interiors
AAP KI CHAI
PROBLEM AapKi Chai is a small brand from Assam with little to no budget for marketing but a great tea. The brand wanted to do something that would set them apart on Women’s Day.
BRIEF TO DRINK WATER Break the clutter of Women’s Day noise and make the brand stand out for its core TG-Middle Class Women. In other words -GO VIRAL!
STRATEGIC CHALLENGE The social media clutter on days like Women’s Day without the might to purchase media means only one thing-say something new. Our general observation of the tea users in India put up a very interesting fact. Women had their first cup of tea with their husband but the second cup was with the maid. They would often finish the kitchen chores and share a moment together. This was our moment. After all, both the middle class woman and her maid were our TG.
OUR SOLUTION A women’s day film for all women not just those who are on social media.
Services
Architecture & Interiors
Naturals Now
PROBLEM Naturals was launching new premium offering in ice cream category. Though the brand wanted to leverage on its legacy they also wanted to craft a distinct product that’s different from the regular ice cream scoops at their parlors.
BRIEF TO DRINK WATER Create a brand that’s immersed in the brand ethos of Naturals but is yet distinct from the mother brand.
STRATEGIC CHALLENGE With Naturals Now we were creating a brand from scratch, right from its name to its identity to its store to its consumer experience. It was critical to know when to leverage on Naturals and when to stay away from it. The design team had to tread this thin line and create a premium brand out of mass mother brand.
OUR SOLUTION We looked for what set Naturals Now apart from Naturals. We realized it was the fact that these ice creams were made on the spot and came out of a churner. The brand identity was crafted to highlight this unique out-of-churner experience that the brand offers. The logo is inspired from the melting ice cream circling in the churner. The fluidity tries to capture the softness of the scoop and the brand colors try to create a look and feel that’s distinct from Naturals.
Services
Architecture & Interiors
Hangout Cakes
PROBLEM Hangout, a local cake brand needed to re-establish connect with the younger audience. They needed to look fresher and joyful and stand out in the cluttered market.
BRIEF TO DRINK WATER Make us cool.
STRATEGIC CHALLENGE The dessert market is flooded with niche brands and local bakeries. To rebrand an old established brand could run the risk of alienating its existing customer base. We had to find the market gap where the renewed Hangout would expand into without leaving it’s loyalists.
OUR SOLUTION In order to achieve the brand goals we cracked a brand philosophy that emerged from the product itself. Hangout had range of cakes that catered to all kinds of occasions. In other words they made cakes for every occasion. This became the bedrock for rebranding. Using emoticon we cracked the new identity, one that showed how there’s something for every mood at Hangout Cake shop.
Services
Architecture & Interiors