What is design?

This is a BIG question to answer... anyone who tries to answer falls short of words. I escape from answering this question by asking a question to myself "what is not design?" Everything is design in this universe, this universe itself is a grand design. Me, you, flowers, milk, it is an endless list. When we are a part of this grand design, it seems absurd to answer (what is design?)

Everything is design around you, within you, beyond you, beneath you. You yourself are a part of this grand design. Now it is time to go out of this grand design conversation and see how design interacts with us on a day-to-day basis.

Lets take for an example, a car, designed to ease the commute from one place to other. Shock absorbers are designed to make the journey less bumpy. We get bored during long journeys hence music and video devices are incorporated, again this is a part of design...

We can make a long list of such design components in the car like accelerator, airbag, air conditioner, air filter

air vent , alarm , all-wheel drive, alternator antenna

anti-lock brakes , armrest , automatic transmission

automobile axle and so on.

This is an exhausting exercise of naming design components. This endless intervention of design is called "APPLIED DESIGN". 

Dharamraj Ullagadi
Associate Creative Director
DY Works

Branding Cuisine?

When I was asked to write for the office blog (on any topic, mind you),  I immediately thought of food. To which came the immediate response that it should be about ‘brands’ or ‘branding’…. notwithstanding these words of advice, I continued.

Last Sunday, my husband and I were lunch guests at a very dear and a true Malayalee (I refuse to say Keralite. It’s just too propah for my liking) friend’s place.

Fried Prawns (Chemmeen Porichathu)

We began snacking on fried prawns and drinking some good Chilean wine. Yes, you read it right – Chilean wine. And you know what – they paired very well indeed.












Then got on gorging on some delicious fried Karimeen (Pearlspot) and continued to drink .

 Fried Pearl Spot (Karimeen Varutathu)

And a little later, the lunch table was laid out in full splendor with puttus, steamed rice, Kerala style dal, beans poriyal and some fabulous chicken curry. I had never (over) eaten to this extent in a very long time. The entire experience was very nostalgic as it bought back many memories of my childhood.

Chicken Curry (Kozhi Varutarachathu)

Kerala Dal (Parippu)

Beand Poriyal

Puttu

Rosematta Rice

And then came the thought – how can food like this can be branded?

Be it Bengali, Oriya, Assamese or Malyalee or from any state in India, the choice of food in each of the cuisine is so vast that it cannot be clubbed together.

And it is therefore, that we categorize it by region - is this not a step towards branding?

Or does branding always have to involve a specific name or ‘identity’ and therefore a ‘logo’; ‘packaging’ design, the container or ‘structure’ that will hold the product?

For me it’s also about the experience. What is it for you?





Suma Joshi
V.P - Creative Services
DY Works

Fast And Furious: How Fastrack managed to play sex card in advertisings

Brand Equity, Wednesday, January 9th, 2013

Remember the character of Akira Rai played by the ebullient Anushka Sharma in the 2012 release Jab Tak Hain Jaan? Many of the films viewers conclude she was the brightest spark in an otherwise morose caper. A girl who believed in breaking up over the phone without shedding any tears, was looking for no strings attached sex while also being the wholesome girl next door. Sort of like the young women and men of Fastrack.

With racy ads and a product range that's very sharply youth focused, expanding from timepieces to sunglasses, bags and belts, it's built itself as an Indian youth icon of sorts, no 4 in Brand Equity's survey of Most Exciting Brands. And that in a relatively short time frame, even as former youth favourites with a bigger heritage like Flying Machine grapple with where they belong and how they need to get there.

Fastrack was known for bold product design but the audacious imagery is of a slightly more recent vintage. It was launched in 1998 as a sub-brand of Titan and was later spun off as an independent entity targeting the urban youth in 2005.

Ever since, the brand has added accessories like eye gear, bags, belts, wallets and wristbands and is betting big on the youth fashion space. "Very few new brands have succeeded in India — Fastrack is one of them. It has been the first to identify the 'Move On' generation and position to them," views Alpana Parida, president, DY Works, a marketing consultancy.

Edginess has been the key factor, according to Arun Iyer, national creative director, Lowe Lintas. He adds "one can't build an irreverent brand and be safe in the communication." Accordingly the tone of voice has been kept bold. Its advertising initially had Virat Kohli and Genelia D'Souza making mischief in various locations ranging from the elevator to the ATM to the airport counter.

Then they moved the action to the bedroom, and the parking area and explained 'why the world moved on' to typewriters and handbrakes. After a commercial ran into problems with TV channels, Fastrack quickly went online to drum up hype about this 'forbidden' film.

The final clip was rather innocuous: a girl taking her bra off while still wearing her t-shirt with the cheeky line '20% off can mean a lot'. And though it had a lot less skin on show than the average deo commercial, it made several people who would otherwise have watched the ad without batting an eyelid, eager voyeurs charged up to catch a glimpse of the 'film the channels didn't want us to see'.

The tone of the ads over the last few years has been mischievous, just the right side of risque. In early 2012, the brand used digital as the lead medium for the first time to launch an entire collection called TEES. It had a combination of provocative visuals and girls admonishing people for staring at their T..s.

The hostel campaign for bags also created a furore as it showed a girl sneaking out of a boys' hostel after a night with her lover. A sequel to the ad had the same girl groping hot male passengers in a metro train. The use of young stars and a reversal of roles (and rules) made for a counter-culture offering in an otherwise polite and frequently dreary Indian brand universe.

Says Gupta, "Whatever Fastrack has put out there has always been aspirational and young. But above all it's always been believable. This makes it easy for the youth to relate." Adds Iyer, "For a brand like this we have to be thinking ahead of the curve rather than going by what the youth may feel as being currently cool."

An insight learnt in this journey has been that while it talks to the youth, many people who are not necessarily in that age bracket are using Fastrack too. It's a sign that the country is getting younger not just in age but mindset. Realising the propensity of its core target audience for the digital medium, Fastrack has been present extensively on it and is spending way above the industry average. Elaborates Vineet Gupta, managing partner of 22feet, digital agency on the brand, "Over the years, we have used the medium to influence every aspect of the marketing funnel — from engaging with our audience on a daily basis to generating conversations and awareness, to even launching new collections and activations with digital playing the lead role."

While the synchronicity between communication, packaging and product design has created an amazingly robust brand in Parida's view, what can be heightened is the in-store experience. It was in 2009 that Fastrack had opened its own stores positioned as a complete accessories destination. Currently it has over 125 showrooms, along with a presence in multibrand outlets. According to Vinay Bhatia, customer care associate and senior vice president - marketing and loyalty, Shoppers , "We are its top retailer in the country.

It has been consistently doing a double digit growth rate (CAGR) for us in last few years." Across the Tier I and Tier II cities, the brand is faring well and affordable entry price points have helped. In Bhatia's view, Fastrack is way ahead of category competition within the areas it operates in.

While it is good to have a footprint in all the spaces that the youth are excited about, the marketing head of a fashion brand, on condition of anonymity, points that it may actually be playing on a sticky wicket. Since it is competing in multiple segments and with many players, Fastrack could define the competition as coming from the various players in each of these categories or it could choose to believe there is no single challenger. The tipping point, many feel, could come from its overtly sexy positioning, which has got it noticed and has created ample anticipation but may pose a limitation in the long run. Explains Anup Vishwanthan, executive vice president, Leo Burnett, "The brand's aspirational value, creates a non-serious and frivolous image, which could corner it into a box when it gets ready to take the next leap." Going forward they will have to bring in certain values that would give them the stature, he adds, since the flip side of the entire 'move on' imagery could position Fastrack as lacking in depth and being irresponsible.

For now Fastrack seems to be having a free run with its target segment eating out of its palms. Who knows where the next extension could be coming from: a diverse set of possibilities ranging from funky helmets to equally funky condoms. 


AlpanaParida is President of DY Works , a leading brand strategy and design firm.

The Branding Opportunity With Festivals

America has successfully turned each festival into a business opportunity. This Black Friday, the day after Thanksgiving, retail and online sales crossed USD 1 billion.  Total holiday sales in 2012 crossed USD 580 billion. The definition of holiday season according to the National Retail Federation is from November and December—61 days total. Holidays during this period include Thanksgiving, Christmas, Hanukkah, and Kwanzaa.The period generates additional 600,000 jobs. The holiday season accounts for 20-40% of sales across categories.

While India sees a significant spurt in sales during Diwali and other festivals, even without comparable data, it would be safe to say that the marketing opportunity for festival specific shopping behavior is under-leveraged compared to the US.

Decoding Christmas, we can see that the market has evolved around the encoded rituals of the festival. The ubiquitous Christmas carols are warm and cheerful and are playing in every store and street corner. The stores are warm and cozy havens with the smell of pine and cinnamon, adorned in colour coded Christmas festivities pull shoppers in. The very act of shopping is celebrated as an important ritual of the festival. Christmas has its own colours, sounds, smells and tastes. There is a strong sensorial cohesion in how it is marketed across the country – and increasingly across the world. The colours of Christmas alone create a huge set of merchandise – from decorations to apparel. The myth of Santa becomes larger than life with Santas at stores and street corners, ringing their bells and going Ho! Ho! Ho! Hollywood complies, with at least one Christmas film every year.
The spirit of Christmas is encapsulated in phrases such as “spreading goodwill and cheer” or it being "the season to be jolly" are all uplifting manifestations of Christmas. The Christmas tree, the chimney and stockings and the plate of cookies and a glass of milk for the weary Santa are all significant rituals in homes.The many motifs of Christmas such as the mistletoe, the snowflakes, the tree cutouts, the candy canes and the stars – result in a clear delineation of the codes and rituals of Christmas.

Apart from the design codes of Christmas that create a wealth of Christmas specific merchandize, the gifting ritual creates a huge market. The idea of gifting for Christmas is strengthened in popular culture – cinema and TV, and supported by retailers through a host of initiatives. The gift merchandise is made available at all price points. It is possible for kids to gift every classmate or teacher with decent options available at $1 upwards. At the most common gift price points of $20 and $50, there is significant merchandise that is in store windows, catalogues and online mailers. Gifting is made easier with gift receipts – that do not reflect the value but facilitate exchange if required. Stores like Bloomingdales also create a catalog of gifts for those who have everything – selling experiences such as space travel or luxury yachts.

When I look at Diwali, I am struck by the paucity of marketable assets. What are the colours of Diwali? We do have the motifs of Diyas, Ganesh and Laxmi - but where is the fun in all of this? The material is dated and does not have a contemporary appeal. The idea of Diwali is not captured in a clear understandable phrase as the “spirit of Christmas”. Welcoming prosperity, dispelling darkness are individual interpretations but there seems to be little myth making around it, through advertising themes or popular culture content.

There is an opportunity to ‘brand’ Diwali. Capture its spirit, define its rituals, design its motifs and create a rich trove of assets – that can be used to propel behavior and create merchandize. Embedded in the Diwali story – is the story of homecoming, of reuniting with the family. This could become the day of Indian homecoming. Families could travel far and wide to be together. There could be a ritual designed to take care of the fact that their home will have Laxmi walk in – even if they have closed their doors and are at their family homes. This flow of Laxmi – as is evinced by the gambling tradition in some states – can become epitomized by gifting (Genuine gifting and not the Indian recycling of gifts). 

The motifs of Diwali could lend themselves to specific holiday merchandise – and could galvanize category after category. Likewise, other festivals

Thanks to the Chopras, Johars, and even the Bhansalis, KarvaChauth is already enshrined as the ultimate ‘Valentine’s day’ of India. We need to find the colours and motifs for it, and make gifting a strong tradition for the day. The seeds for this are already in the ritual. What other way to thank the wife for her devotion to the husband’s well being than giving her a special and priceless gift? This kind of delineation of the festival codes would build a strong brand with defined rituals.

Every festival has its own codes, the need is simply to find its essence, create its brand assets that have a pan Indian / pan demographic appeal and then create a collaborative brand. AkshayTrittiya was ‘built’ into a pan-Indian festival through the intervention of the World Gold Council and a few jewellery retailers.

 Industry bodies such as CII or FICCI can take the lead on this – in bringing manufacturers, retailers, branding firms, the hospitality industry and entertainment firms together in order to create our own brands of festivals. 
Branding of festivals could become a significant growth engine for the nation.

AlpanaParida is President of DY Works , a leading brand strategy and design firm. She can be reached at Alpana@dyworks.in

Black is the new white! How this traditionally dirty colour is the ‘in’ thing in the cleaning segment.

"Bure nazar walk tera muh kala" is probably the first Hindi phrase we learned in school. Culturally Indian's refer to black as an unclean colour.

For a people obsessed with purity, black has variously represented shame, uncleanliness, ugliness, illegal wealth, demonic roots, inappropriate actions or adulterations in your favorite pulses.

In contrast, "White" has been the standard bearer of being clean.Whether it is the colour of the mythical animal transports of the Hindu pantheon, to the description of your state of mind when your conscience is clean; white is the irrefutable colour of cleansing. From detergents to toilet cleaners, the quest for the "Whitest White" seems to the marketers Holy Grail.

In this black and white world enters a new (more western) paradigm of "Black=Clear".

 If your brand does not want to cheat its customers, then it will be in black. Some of the new platforms for black that are being dialed up include - simplicity and greater potency. 

Here are some examples of the same -
 

The other area where we see a more generous use of black is in the display of colour.

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While one can argue that black is a "macho" colour, you wouldn't readily associate it with candles. While "a light in the dark" would be something that you could also allude to, however, the brand has been overly generous with black, to their credit.

Devatanu Banerjee
VP - Retail & New Media
DY Works

Understanding the health of your social media posts

If you have been using Social Media for business, then your company surely has a Facebook Page. Take a minute to mouse over the statistics of who saw your company posts. You will notice that Facebook classifies your viewers -

1. Organic
2. Viral

Understanding this statistic may help you figure out the health and virality of your company facebook page and your posts.
 
ORGANIC VIEWS
When your facebook post has been viewed by users directly of your company's feed or company page, then it is classified as an 'Organic View'. A large number of Organic views signify that there is healthy traffic on your company's page / feed i.e. People are actually exposed to your content. Having a low Organic viewership means that no one really cares about the content being posted on your facebook page.

VIRAL VIEWS
When your post has been viewed indirectly via your company's fan's feed or page, then it is classified as a 'Viral View'. A large number of Viral views signify not only are your fans seeing your content, but they are passing it along to their friends and popularizing your content. Having low Viral viewership means that your content does not resonate among those who are your immediate fans i.e. not too many people outside your circle are talking about your content.

ORGANIC v/s VIRAL: Which is better?
Obviously both are important, however, to enjoy the real benefits of social  media, you should aim for higher viral views compared to organic views. Organic views signify the fruits of your online efforts to create action among existing fans. Viral views, on the other hand, signify that your fans are working hard to popularize your content. They may even be recruiting new fans on your behalf. Viral activity actually multiplies your own social media effort. Therefore, in my opinion, good marketers should aim for higher viral viewership.

IMPROVING VIRAL VIEWS
More than one social media marketing site points out that talking about your company's products or services does not help virality. Your company's fans respond to emotion better. Here are a content buckets that score higher on virality -

• Showcasing your company as a workplace where employees are shown in a candid and honest manner
• Showing your product or services being used by end consumers
• Humour (related to the product category or the product usage)

Our own experience attests this fact. One of the most viral posts from DY Works was not about our products or service, but a non-commercial creative project taken up by two of our designers.

Hope this helps you tweak the content on your company's facebook page and change the way you approach social media content.

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Devatanu Banerjee
VP - Retail & New Media
DY Works

How far is too far?

The Business Standard - Monday, December 10, 2012

It  is difficult and expensive to build a brand. High media clutter, high shelf-clutter and high mind-space clutter (coupled with ever shortening attention span by consumers) makes for very few successful new brands in the country. It can be argued that apart from a very select handful that includes Fastrack, Café Coffee Day and Big Bazaar, there are no truly successful new brands out there. The lure of brand extensions is understandable as it utilises the current equity of a brand and leverages it for brands to foray in other categories.

Brand extensions fail, sometimes, disastrously. Nirma, a brand synonymous with detergent powder (every time we hear Nirma, the next line “washing powder Nirma” follows tunefully in our minds) launched Nirma Shudh Salt. Does that mean Titan — known for watches – should not enter eyewear?

Titan Eye is, after all, struggling to be profitable. Or that Wipro should be only ‘applying thought’ to their IT business and not to diapers and soaps? Ponds stretched the brand from its iconic Dreamflower Talc to the new age Age Miracle/Perfect Radiance range. The brand has not as much as stretched, but has snapped into two – the two Ponds stand for different things.

So, what are the principles of successful brand architecture? The answer lies at the core of the brand. Tata, for decades, has stood for trust. Since that is at the core, the brand extends anywhere where trust is important. Trust, however, is basic. It works for generic products such as salt but does not work where the consumer seeks more than trust. Tanishq stands for design but the Tata Gold Plus brand stands for trust. As for Rolls Royce, it is the ultimate super luxury car. Does that equity help in the space of aircraft engines? If Rolls Royce had stood for technology or innovation, it could traverse the course to not just aircraft engines but perhaps any high-end equipment; but luxury makes the stretch not so successful.

The closer the new product connects with the existing core value proposition of the brand, the more likely it will be able to diversify. For instance, Kingfisher (its current troubles notwithstanding) as the King of Good Times, can expand into different categories such as liquor, airline, calendars and Formula 1; as against Jet Airways that only stands for a ‘world-class flying experience’, and can only extend into air-related businesses.

Over-extending the brand or using it indiscriminately is potentially prone to failure. Take Lifebuoy’s first attempt at launching a talcum power under the same brand. The product was positioned on the family health platform in clear dissonance with the core proposition of the talcum powder category — beauty. The variant was discontinued and re-launched as prickly heat powder, which supposedly resonates better with the core values of the Lifebuoy. Even where the brand name seamlessly extends across categories, it is important to not fall into a ‘click and extend’ trap such as the one Himalaya has fallen into. Himalaya sells a range of herbal/ayurveda product across hair, skin and oral care under one umbrella brand. While it is a great brand extension strategy, there was needed a visual demarcation as the sea of sameness makes it difficult for the consumer to navigate across a shop shelf and new variants invariably vanish without a trace. In such cases design solutions are required to maximise opportunity for the brand.

Alpana Parida is President (alpana@dyworks.in) and Priyanka Shah,  GM - Strategy,  of  DY Works, a leading brand strategy and design firm.