CASE STUDY - 1

Client : ITC Marketing
Assignment : BTL Branding

SCENARIO

Regulations banned tobacco advertisements across all mainstream mass media. BTL (Below The Line) activity became a prime focus of the marketing team. The entire campaign had to be executed below the radar and within the guidelines of the Government norms.

BRIEF

Conceptualize a newer approach for the brand to be present among the target group while creating top of the mind recall for tobacco brands marketed by ITC.

THE PLAN

We collaborated with the marketing team to take a newer approach

• To meet the target group at their own turf.
• Allow them to sample the brand.
• Create a paraphernalia to take away the brand experience.

EXECUTION

Events were created with brand synergy

• BRAND : CLASSIC
• EVENT : CLASSIC NITES
• THEME : WILD WEST ( COW BOYS )

• BRAND : BENSON & HEDGES
• EVENT : JAZZ NITES
• THEME : MUSIC OF ALL GENRE

• BRAND : 555
• EVENT : TECHNO NITES
• THEME : ALIEN INVATION

• BRAND : GOLD FLAKE
• EVENT : HONEY DEW
• THEME : GOLD & SHIMMER

DELIVERABLES

The events were promoted during weekends at various pubs (To meet the target group at their own turf ).
As part of the experience, blues and country music bands were signed to play live at the venue. The audiences were encouraged to participate in games and contests (e.g’; roping the bottle/music quiz/ arm wrestling etc.,).
Cigarette Sampling and Sale at the venue.
Participants were gratified with branded merchandise as part of experience take away.

CASE STUDY - 2

Client : HoReCa-ITC Marketing (Tobacco Division)
Assignment : Branding

SCENARIO

In 2007 ITC created a special focused division called "HO-RE-CA" hotels, Resorts, Cafes with an objective to be present as a brand at the said venue’s.

BRIEF

To penetrate the said category of Hotels, Resorts & Cafes at metros who’s numbers were growing sizably. ITC wanted to be present at these places.
Though they stocked cigarettes, they were never on display. This was a challenge, as branding in an upscale Hotel/Resorts /café's was a no by the management.

THE BREAKTHROUGH

The breakthrough came about when we managed to convince some of the establishments that we would create an effective display that would blend with their interior without being a stand out/stand alone display and dispensing system.

EXECUTION

The Pilot project was carried out by documenting the location, after which customized dispensing display units were created and integrated as part of the deco that completely blended into their surroundings.
The sample works were then presented to establishments who were apprehensive at the initial stage of the proposal.

OUTCOME

The result was what drove HORECA as an successful category specific campaign. Which saw record number of establishments opting for similar display & dispensing units.
The execution model was then replicated across all cities.

CASE STUDY - 3

Client : Expressions – Greeting Cards (ITC Marketing)
Assignment : Direct Marketing
Location : Bangalore & Chennai

SCENARIO

ITC Launched its greeting Cards.
The cards were sold at regular outlets such as Gift Shops, Stationary Marts etc., the company managed to brand and sell a good number of greeting cards at these points of sale. However, they wanted to capture the annual corporate clientele who spent a sizable portion of their budget towards Greetings Cards.

BRIEF

To penetrate the Greeting Card segment.
The segment was dominated by early movers and seasoned campaigners.

THE CHALLENGE

The task was a lot bigger, as we were up against some of the big names who were well established players. They were UNICEF, WWF,CRY etc.,

UNDERSTANDING THE PSYCHE

Most organizations have traditionally bought their greeting cards at the end of the year to usher in new year wishes to relationship customers and business associates.
The reason they choose these organization above others was the awareness these organizations created about the usage of proceeds of sales that supported various causes. The client was also emotionally bound as they empathized with these organizations, as they in return got the good feeling of contributing to a cause.

INSIGHT

Having understood the emotive connect towards charity, we discovered that most people who contributed to these organizations did not know where the proceeds were used as they did not see a tangible effects of their contribution, all they knew was it was used for a larger cause.

STRATEGY

The Greeting Cards were positioned consciously to emotionally connect with the Target Group (Corporate / Business houses). Also ensure their Social Responsible message ere in sync with what they intend to communicate to the receivers of the card. While showing them the changes they are able to bring about socially through their contribution.

EXECUTION

• Telesales and Sales teams were appointed to contact prospective clientele.
• Tie-up’s with various smaller NGO’s at the city level, wherein the proceeds from the sale were contributed to that location specific NGO activity.
• The clients who bought the cards were taken on a tour to these NGO centers and to see first-hand usage of their contribution.
• They were convinced and were glad that they were contributing to the city they lived in.

OUTCOME

The sales were encouraging enough for ITC to setup an internal team to carry forward the marketing activity. And the years that followed saw the card sales increase in multifold also increasing the fund flow to the smaller NGO’s to peruse their objectives.

CASE STUDY - 4

Client : Edumedia
Assignment : Event Branding & Conceptualising

OUTLINE

A client whom we worked with to conceptualize the company's offerings at their inception. Edumedia (Activity previously) today comprises various event ideas as divisions with offerings that cater to the specific group.
As an Creative and Advertising agency., we are pleased to have contributed to the clients growth and achievement.
Each division/company's identity that form the group company have been created at Harry&Louit; its not just the creative support, we have lent ourselves to ideation and better delivery of events.

CHALLENGE

Initially the school event was called "Activity“ and when Horlicks came on board as the main sponsor, they intended to leverage their contact program through the event, the challenge was to seamlessly integrate the event with Horlicks's new catch phrase i.e., TALLER. STRONGER. SHARPER.

CONCERN

• The renewed focus also meant a whole new positioning of the event with " Horlicks " as the title sponsor.
• “Activity” was already a big draw among schools.
• “ Activity” could not be given away as a single clients proprietary.

CONCEPTUALISATION

“Horlicks” catch phrase i.e., Taller. Stronger. Sharper
A kid with such qualities will have to be a WizKid. H&L having conceived the name of the event had a bigger task of collaborating with the Edumedia team; few aspects of the event were tuned to empathize with Horlicks, such as the pre event call for entry which became a platform to showcase the integration of the brand with the event.

DELIVERABLES

Pre Event promotions comprised of call for entries;

• Teaser installations were created around school corridors., such as a tall scale inducing students to try and reach, which read if you can reach this high you can be part of Horlicks WizKids.
• Puzzles were pasted on the notice board which read, if you are smart enough to solve this you could be part of Horlicks WizKids.

OUTCOME

The Event and the sponsor was integrated seamlessly and saw record participation. The participation numbers and the cities that the event is being held is growing by the year.
Edumedia eventually made it an international event.

CASE STUDY - 5

Client : World of Titan
Assignment : Annual Calendar
Time Lines : 3 weeks

SYNOPSIS

World of Titan; in our 12 years of relationship has grown from a mere 35 store chain to 375 stores and counting. Over the years the brand has evolved with renewed focus and objectives and we have consistently managed to deliver all aspects with commitment. Our key responsibility being creative support and executions for all store launches, promos and annual marketing activity calendar.
The stores and the regions make the client unique as each zone and region have their own event calendar based on their culture and market needs. The client needs support on a daily basis and we have kept the client content in all these years with dedicated support and focused deliveries.

SCENARIO

The year 2008, Titan Industries refreshed their approach while indicting a new ideology / expression which was part of the brand identity “BE MORE”.

BRIEF

World of Titan the retail outlet for Titan, lacked an identity of itself while creating communication collaterals, the challenge was to adapt the new parent expression while empathising with category collections as well as create a distinct niche for World of Titan in its annual communication which it can take complete onus of.

CREATIVE PROCESS

The essence of “Be More” was proposed to be captured through the eye of a child. Hence children were used for this shoot as expression of adults who crave to be more.
The calendar also had to strike a chord with all WOT diverse customers base.
“BE BORN EVERYDAY”
As children we dream of being so much more every day. We dream of being a Pilot , Racer, Diva, etc., Why not today!

PHOTOSHOOT PLANNED FOR THE THEME AND STYLED BASED ON THE COLLECTIONS.

The execution was appreciated widely within the organisation and among share holders.
This also helped us bag the 2010 calendar, a glimpse of the same is enclosed.

Having enjoyed the success 2009 calendar, we had the challenge to work on 2010 calendar . we had to keep the enthusiasm keep going but this time “WOT” wanted its customers to have their say in product development at titan. In other words wanted an interactive product development.

As a prelude we decided to showcase the future designs along with their inspirations that titan was planning to offer through it's ‘ WORLD OF TITAN’ chain.
To encourage the participation the calendar invited people to their designs while explaining their design inspiration and the choosen design would be actually developed by titan and the winner will get to wear the first watch produced by titan.
The last update we have on this effort is that the entries continue to roll in...

CASE STUDY - 6

Client : Planet Fashion
Assignment : Identity

SCENARIO

The brand was on a transformation path from within as it wanted to create a retail presence of itself while bringing in non Madura Garments brands. i.e., Levis, Montecarlo, Manyavar etc.,.

BRIEF

To position Planet Fashion as an retail destination for all occasions among its target Group. To attract younger and fashion conscious customers at the store.

CREATIVE PROCESS

We started off with the idea of providing an Refreshing Experience.

• Change existing perceptions about PF among emerging TG.
• Showcase PF as a fashion destination.
• Empathise with the existing customer that Planet Fashion is evolving to cater to their evolving needs.

A new Logo was proposed by us and the rational was well accepted.
As part of the experience we also suggested a change in retail experience The new retail identity is in effect and the suggested retail identity was first implemented at Planet Fashion - Lucknow.

OLD

NEW