25.2.10
12.2.10
Design is the King
By - Urmimala Banerjee - Mid Day, Feb 12, 2010
ALPANA Aria has recently joined Future Brands as the president of DMA Yellow Works. An IIM-Ahmedabad graduate, Alpana has worked with firms like Rediffusion and Titan. She tells B2B how the tight design makes a huge difference
The right design
While verbal language is easy to define and evaluate, a visual language is very hard to decide. And yet, visual communication has the power to get embedded deep in consumer minds in a way that no amount of words can. A picture speaks more than a thousand words.
I remember working on an Amul Shrikhand campaign. Now, shrikhand was found only in traditional Gujarat and Maharashtra homes. It was a baring dessert, but it had on opportunity to enter homes as a replacement to ice-cream. Design was entirely responsible in successfully generating trials for shrikhand in national markets and becoming
part of a household's purchase as well. The new design helped to achieve a change in consumer behav¬iour and generate volume.
I remember working on an Amul Shrikhand campaign. Now, shrikhand was found only in traditional Gujarat and Maharashtra homes. It was a baring dessert, but it had on opportunity to enter homes as a replacement to ice-cream. Design was entirely responsible in successfully generating trials for shrikhand in national markets and becoming
part of a household's purchase as well. The new design helped to achieve a change in consumer behav¬iour and generate volume.
Brands with great designs
The new Citigroup logo and its simple arch that communicates brand values and houses all verticals for a highly diversified set of services in B2B as well as B2C space, is fabulous in its simplicity and conveying of an overarching broad value.Google — for its use of inclusive design makes it a 'living brand'. Us regularly changing face underwrites its brand values of customized experience and people friendly values.
Changing perceptions
In India, we still live with transposed design, whether it is airports, most of the retail chains or even products. We do not create for the Indian context. I am still hoping tor on Indian solution to our contextual needs.Businesses designed around the understanding of the Indian consumer behaviour have done phenomenally well. For example, Big Bazaar or Muthoot finance or Nano yet we transpose design.
However, I do think that the Indian consumer is demanding and rewarding design that caters to his/ her needs. It is up to the marketers to wake up to that need.
Future plans
We want to partner diverse organisations to provide solutions that accrue quantum gains. We are picking up business aggressively — nationally and internationally.We are also growing rapidly employee strength (85 and counting 2nd 2010-11 will see the emergence DMA yellow Works as a serious player in providing complete brand solutions — from brand strategy advertising, BTL and direct marketing. We hope to help create a launch innovative products and service formats in the country.
urmimala.banerjee@mid-day.com
20.2.09
Thums Up - Rebranding
DMA Yellow Works creates the new identity for India's most popular cola - Thums Up. The challenge was to improve on overtly masculine identity that was missing out on style and coherent message throw.
The new design retains the essence of this well recognized cola. The identity was create to exude power, yet make the brand more contemporary
The earlier tag line added too much clutter and dominated the brand.
This was remedied in the new design. The typography selected also makes the tagline more readable.
As for the results, the following news clip sums it up ...
From Media News Line - 20th Feb 2009 ...
According to Kashmira Chadha, Director Marketing, Coca-Cola India, “The latest ‘Thums Up communication for 2009 takes the whole idea of “I Will Do Anything For My Thunder” attitude of the Indian male to the next level by adding a layer of fun and playfulness to it. The Thums Up drinker indulges in adrenalin pumping action to get a bottle of his favourite soft drink Thums Up because he loves to do it and not because he has to. To bring out this thought to life, Akshay Kumar will be seen in a twin avatar, playing a game to get a bottle of his favorite Soft Drink – Thums Up. To further enhance the appeal and connect with consumers, the Thums Up logo too has been contemporized. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently.”
About The New Thums Up Logo
The new Thums Up logo unit has been contemporized in line with the latest global design trend of simplicity & clean look. The sharper edges are added to the ‘Thumb’ in the Thums Up sign to bring out the core masculine values of brand Thums Up more prominently. The new Logo has been designed by DMA Brand Consultants Pvt Ltd (Now DMA Yellow Works ) and takes its inspiration from the “Eagle’s Wings” to enhance the visibility and dynamism of the brand Thums Up.
Links -
- Read the original story at - Media Newsline
- Thums Up Website
- Rebrand your cola at DMA Yellow Works
8.7.08
Rin Matic - Packaging Design
With the power of its thunderous lightning flash, Rin has become a household name synonymous with dazzling white clothes, for millions across the length and breadth of the country.
With its constant endeavour to cater to the growing aspirations of the Indian housewife, Rin has launched a washing machine specialist powder, Rin Matic for the fast growing number of washing machine owning Indian households.The brief was to reflect power, technology, expertise and premium appeal through its packaging. It needed to excite the consumer with the newness whilst maintaining the brands core values of superior cleaning, incomparable white clothes and self-confidence.
The pack graphics was enhanced using a washing machine look to ensure premium and technologically advanced positioning for the new variant. The new design strengthens the variant positioning while staying in sync with the rest of the brand portfolio.
Contact:+91 -022-40406767
Website: www.dmayellowworks.com
30.4.08
Avantha Group - Logo Design
Avantha Group is a business conglomerate in India chaired by Gautam Thapar. The US$ 3 billion company is one of India’s largest business conglomerates. Its businesses include power generation and distribution, power transmission and distribution equipment and services, paper and pulp, food processing, farming, forestry, chemicals, infrastructure, Information Technology and Information Technology Enabled Service (ITES), also referred to as Business process outsourcing (BPO).
Links
29.4.08
Brooke Bond - Taaza Thanda
As a hot beverage, tea is naturally a favourite during the cold season, though most people believe that hot tea is also a good thirst quencher in summer.
Research however shows that the consumption of tea comes down considerably in summer because of the hot season and tea in itself being a hot beverage - heating up the body system, sometimes causing acidity and so on.
With ingredients like "khus", fennel, mint Taaza Thanda' has been launched as a cooling 'hot tea' variant for the summers.
The new launch brings alive the positioning of "cools me down in the summer"!
Contact:+91 -022-40406767 Website:www.dmayellowworks.com
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