This document discusses strategies for the furniture brand Script to engage urban Indian consumers. It notes that the target audience of Gen X and millennials are individualistic in their purchasing habits and prefer content and experiences over traditional ads. The brand aims to demonstrate freedom of living through partnerships and content that evoke emotions. Its strategy includes demonstrating paradoxical themes through spaces, performances and advocacy through conversations and collaborations. The goal is to have consumers view Script as a thought leader and turn them into evangelists for the brand through meaningful content and experiences.

1. | The Way Forward
15.12.18

2. “The way you live is defined by the space you live in !”

3. - Urban Indian (top 10 metros)
- Primary Purchaser TG: Gen X (35+ yrs)
- Secondary TG: Millennial & Centennials
- Gender: Male & Female
our target
consumer

4. Urban Indian consumers are becoming
increasingly individualistic in their
purchase habits in a myriad ways.
consumer
insights
“Don’t tell me, involve me.”

5. Script
loyalty loop
Purchase is no longer funnel oriented
Complex consumer journeys demand brands
to think beyond their transactional goals,
instead infusing themselves into the
consumer’s community
consumer
purchase
insights
online research is a critical part
of the buying journey

6. Our customers are going ’ad blind’
Most online users are consuming more content than
ever before, and that’s really hurt the effectiveness
of traditional ads. What we’ve seen is that customers
develop ‘blind spots’ - even at a subconscious level,
they often overlook traditional product ads.
consumer
purchase
insights
Script
loyalty loop

7. They are hungry for entertainment.
They strongly desire engagement.
Their trust comes with transparency.
They’re looking for reasons to associate.
They don’t like ads, but they do like brands.
consumer
insights

8. consumer
insights
“Content is king.
Context is King Kong.”
Today’s consumer can easily tell the
difference between an advert and a
personal recommendation. Instead
of just providing exposure to brands
influencers lend their credibility to it.

9. CONTENT IS A MAJOR PART OF THE CUSTOMER JOURNEY,
FOR AN ‘ALWAYS-ON’ RELATIONSHIP|
..and, if we do it right, it can be a big ROI driver.
Content powers the customer journey|
- Breeds credibility & helps shape the customer experience
Content builds brand awareness and loyalty|
- Determines how people feel about our brand
- Deteremines brand “meaningfullness”, which increases wallet share
Content drives leads|
- Delivers Lead generation, nurturing & scoring
Content powers sales|
- Influences purchase decisions
Content marketing results in cost-savings|
- Can drive steady traffic and conversions – without ongoing fees.
power of
content

10. ‘Emotion’ is key to getting our TG to
pay attention. Content for them must
evoke a reaction (& go beyond simply
providing information)….be it of love,
happiness, shock, anger, sadness…
consumer
insights
“Emotion is Key.”

11. For any Content to be shareworthy,
it has to represent the personality
that these users want to project to
their apsirational social network.
consumer
insights
“Persona is Key.”
loyalty loop

12. In a generation that works from home,
lives out of a suitcase, parties in the kitchen,
and watches TV from their toilets,
furniture isn’t furniture anymore...
it’s a part of their story!
adopted
consumer
insight

13. More than just a retail brand,
‘Script’ is designed
to be part of their movement …
#FreedomOfLiving
brand
insight

14. BRAND PERCEPTION +
TOP OF MIND AWARENESS +
CONTENT BASED ENGAGEMENT
…achieved by
marketing
objectives

15. … associating with a curated
SET OF LIKE-MINDED ENTITIES
THAT TRULY PRACTICE
#FreedomOfLiving
marketing
objectives

16. Introducing,
ManuScriptCONTENT | EVENTS | COLLABERATION

17. ManuScript,
a collection of innovative & distinct
engagement activities that makes
brand Script a distinguished
thought leader in the design, furniture
home décor & lifestyle community.

18. CONTENT | (e-zine) digital platform
| created + curated
EVENTS | talks, networking, awards
COLLABS | co-creation, mentorship
ManuScript,

19. Our intention |
… is to create an effective system by
which Godrej & Boyce is perceived as
a Design Forward company, making
it synonymous with design processes
& new design solutions, globally.
the
bigger
picture

20. LET’S BEGIN WITH THE
END IN THE MIND
consumer
belief
insight

21. #FreedomOfLiving
what does it mean?
core
philosophy
definition
FREEDOM = UNCONSTRAINED
free living free thinking free spirit free choice

22. Progressive
State of Mind’
Trending
State of Mind’

23. -----------------------------------------
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GLOBALISATION
SMART
FAST
COMPETITION
IMPACTFUL
CONVENIENT & COMFORTABLE
OUTPUT DRIVEN
DELEGATION
MIND FULL
COLLECTIVISM
RESULT CENTRIC
Progressive State of Mind’
LOCALISATION
SENSITIVE
EFFECTIVE
COLLABORATION
SUSTAINABLE
MULTI-SENSORIAL
INPUT DRIVEN
DO-IT-YOURSELF
MINDFUL
INDIVIDUALISM
PROCESS CENTRIC
Trending State of Mind

24. --------------------------------
--------------------------------
--------------------------------
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SMART
quick-witted intelligence
IMPACTFUL
impressionable & eventful
CONVENIENT & COMFORTABLE
accessible & effortless
MIND FULL
“more is less!”
Progressive State of Mind’
SENSITIVE
environmental conscientiousness
SUSTAINABLE
maintainable & continuable
MULTI-SENSORIAL
multi-sensory experiential
MINDFUL
“less is more!”
Trending State of Mind

25. Progressive
State of Mind’
Trending
State of Mind
While the generation of yesterday would choose between the two,
the current generation that we are speaking to,
wants the Freedom to live both these worlds,
at different junctures, as well as simultaneously.
Free Living. Free Spirit. Free Thinking …. is all about Free Choices.
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26. Our Target Audience believes in
Scripting their story individualistically,
with paradoxes, ironies, oxymorons
& yet finding a strong collective voice
across various like-minded communities,
environments and platforms.
consumer
belief

27. As brand `Script’, we will
DEMONSTRATE | ACTIVATE | ADVOCATE
these dichotomous thematics through various ideas.
smart & sensitive
impactful & sustainable
mind full & mindful
convenient, comfortable & multi-sensorial

28. 01
DEMONSTRATION
PEOPLE | SPACES | PERFORMANCES
02
ACTIVATION
IMMERSION | INTERACTION | CO-CREATION
03
ADVOCACY
CONTENT | CONVERSATIONS | COLLABERATIONS
our
strategy

29. “Every story starts with an idea,
but it is the characters that move
this idea forward.”
― Michael Scott, The Alchemyst

30. For confidentiality purposes,
we have not uploaded the complete Brand Book.
Do email us at homeofara@gmail.com if you wish to preview our work in detail.

31. “Turn Consumers into Evangelists,
Not Just Customers.”
― Steve Jobs
our
success
mantra