2. The Agenda
• The Task
• Competitive Scan
• The Brand “Karthika”
• Consumer
• Recap of the Brief
• Our Approach
• Design Route Exploration
3. The Task
To revamp the Karthika Shampoo variants, with the benefits of “long and strong
hair” being specifically indicated
Also ensuring that the goodness of herbal ingredients is captured
5. Clinic Plus
Design is modern with a cold
colour scheme (white & blue)
which indicates the clinical values
Central idea is based on
family values - mother
taking care of her daughter
Visual depicts Long hair
proposition also mentioned
Mnemonic - a milk drop,
indicating the milk protein in
the shampoo - nourishment
Mother and daughter within the
swoosh indicating hair health
6. Pantene
Proposition of “Hair fall
protection” is prominently
shown as the descriptor
Modern colour scheme
Swooshes used- indicating
feminine personality
Protein value indicated
via the oil drop on the
swoosh
Price of Re 1/- is placed on a yellow
patch which is extremely noticeable -
TG wants value for money
7. Sunsilk
Very Modern design
and emphasis on the Proposition “Lusciously
theme colour thick & long” is
mentioned in bold
An aspiring image of a
modern woman with
beautiful long hair
Protein aspect shown via
the logo, which is placed
next to the model shot
Co-creator, hair-stylist “Teddy
Charles” – is the USP of the
product, his signature is used
on the model shot, in bold to
attract attention
*This product is available for Rs. 2/-
8. Vatika
Modern design with use of
vibrant colours to connect
with the theme
Proposition of “Smooth & Shine”
is mentioned prominently
Emphasis is on the
ingredients, which are shown
and also mentioned
No model shot has been
used to indicate beautiful
hair
16. Karthika
• Karthika is a hair-care brand
• Products available under this brand
– Hair-wash powder in TN
– Shampoo in two variants
• Shikakai + Hibiscus in TN
• Kunkudukai _ Hibiscus in AP
• Consumers who are traditional and believe
that beauty of woman is her long, shiny black
hair
17. The Consumer
• Women from SEC B,C,D,E
• Consumers would typically be women,
who believe in value for money
• Women who want to take care of
themselves and believe in the goodness of
herbal ingredients
18. Recap of the Brief
• Current brand architecture to be adhered to
• The brand proposition of “long and mesmerising hair delivered through the goodness of
herbal ingredients” to be conveyed strongly
• The traditional aspect should be clear, in line with the TG personality
• Design must have scope for extension
• Benefit proposition must be depicted on the pack
• Options for hairstyles to be provided, apart from the long plaited hair as on the current
pack
• Options for two variants being merged as one pack to be also provided
19. Our Approach
• We have chosen the sachet as the strategic format for first cut, as the design can
be judged better
• Colour of the pack was also of prime importance
– We have explored the Karthika colours, red & yellow, as that is the identity to which
the consumer relates
– Colours used by competition - Blue of CP, Magenta of Sunsilk, Maroon of Pantene are
cosmetic colours – hence not explored for Karthika
20. Our Approach (contd…)
• The talent shot(model image) is an integral part of the Visual Architecture of
Karthika design
• The talent shot is a key communicator of the ‘Long and mesmerising hair’ proposition
• Its an important RTB
• Inherent equity in the minds of the consumers
• Hence we recommend retaining the talent shot which also helps fit the new variants
into the existing family
• We have tried different options for the hairstyle of the talent shot
• We have also explored different looks of the talent shot
• The effort has been to take it to the next level
• A fresh look for the costume has also been explored
21. Our Approach (contd)
• We believe ingredients of Karthika form a strong RTB for the
consumer
• They need to be given due weightage
• We have tried better presentations of the ingredients
22. The Challenge
• To keep the overall look and feel that of a Re. 1 Sachet Shampoo, yet attract
attention among the clutter at retail shops
• Since the consumer “sees more and reads less”, graphic representation is of prime
importance
• Communicating the proposition of long & mesmerising hair and show the
goodness of ingredients.
• Herbal ingredients have been depicted so often now, that just placing them has almost no
effect on the consumer
• Retaining the traditional aspect and yet making the product aspirational
25. Traditional Route
• Our central idea here is based on the
traditional values of our consumer
• Karthika consumer believes in the
beauty of long hair, taken care of
traditionally
26. Traditional Route
• Yet someone who aspires to move a step
ahead of what she is, remaining with her
values
• She is also someone who does not relate to
drastic change
• Hence this design is the closest to existing
Karthika design yet depicting the
aspirational value
27. A rangoli motif on the swoosh is
flowing past the model shot to bring
the traditional feel
The traditional clothes and
flowers in the long-plaited hair,
depict the homely-beauty
The ingredients are shown in a silver
bowl to add to the goodness feeling
of herbs
41. Ingredient Led
• Here the central idea is based on the
“goodness of ingredients”
• Karthika consumer, is someone who strongly
believes in the goodness of herbal
ingredients
• To her the chemical ingredients are harmful
42. Ingredients have been well
integrated in the design
The herbal goodness is clearly
depicted in the talent shot
Ingredients are also shown in the
background as a motif, to enhance
the ingredients effect
50. Mesmerising Route
• Our central idea here is based on the
“mesmerising beautiful long hair” factor
• Karthika consumer, is someone who is
conscious about herself and believes in the
beauty of long hair
• This route retains the traditional look of the
women, however making her hair look
mesmerizing
51. The talent shot, clearly depicts the
mesmerising long beautiful hair
The model also has a traditional yet
modern look, to show the aspirational
aspect
Ingredients are depicted in a
flowing form with the hair to
indicate their contribution to the
beautiful long hair
