Godrej Locks approached the agency to reposition their brand image from traditional to young and experienced. The agency redesigned Godrej's flagship padlock packaging to have a clean, smart look appealing to modern consumers. They also redesigned packaging for other locks. Godrej then launched their first electronic lock with contemporary packaging echoing their new image. The agency created marketing materials like catalogs targeting homeowners, architects and influencers to communicate Godrej's technical guidance and legacy in a youthful way.

1. GODREJ LOCKS
One of India’s most legendary companies Godrej & Boyce
approached us with their flagship brand, Godrej Locks
following an advisory guideline that suggested a repositioning
turnaround of the brand’s image from ‘traditional and
old-school’ to ‘young and experienced’. Our first pitch was
for a repackaging opportunity for the landmark Nav Tal (i) ii
lock. India’s largest selling padlock had long been recognized
for strength, durability and trustworthiness. We gave it a new
visual appeal: a clean, smart and confident look that was
sure to please the modern consumer.
Packaging
i
(ii) The chic Mortise packaging
addressed a more complex
requirement for a box whose
dimensions could be adapted to
Packaging any number of product varieties.
Negative spacing and clean lines (iii) Godrej’s first ever electronic
did away with the previously lock was encased in an upscale
GODREJ LOCKS
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cluttered look, now placing the and contemporary design that
product in the functionality-based echoed the ‘young and
Home and Garden segment. experienced’ image. iii
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2. Being Industry leaders, Godrej Locks, for the ease of
consumer understanding, devised the 5 Levels of Security.
Based on a market research finding, it was understood that
the existing perception of laws ws as a rational, practical,
low priority purchase. Godrej decided to balance this with a
more aesthetic, emotional approach.
Installation
The cube served as the common
element in (i) the aluminum
die-cast installations as well as i
Corporate Print Campaign
The corporate print campaign
(ii) the soft board also replaced the utilitarian,
GODREJ LOCKS
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accessories comprising of hardcore approach previously
the Mission/ Vision used with a softer, more
statements of the company. ii emotional appeal.
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3. Reflecting the changing market dynamics today where B2B
communication with the real estate players, influencers and
consultants is of equal if not greater prominence, Godrej
initiated a new marketing drive to specifically reach out to
them. In addition to planning the company’s exhibition
presence we also devised highly engaging print
communication for the targeted, like the Comprehensive
Catalogue, the Locking Catalogue for Homes (i) and the
Architects’ catalogue (ii,iii & iv).
i
Comprehensive Catalogue
Consistency was the key element ii
here as the cube was brought
forth in the lines, tabs and icons
designed to streamline information
and make for easy browsing.
iv
Catalogue for Influencers
While the aesthetic for each book
reflected a youthful vibrancy, the
comprehensive technical
GODREJ LOCKS
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guidance offered reinstated the
brand’s 100 year old legacy as
industry leaders. iii
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4. Godrej Management have recently imbibed a TOC policy to
improve efficiency and output and coined the acronym IDEA
to communicate the same to their various teams. We designed
the IDEA is IDEAL campaign using a simple, fun and effective
thought of equating work and play.
Safety poster
Carrying the cube forward, we
assigned game related elements
to each communication keeping
it light and direct.
The same approach was
maintained in poster designs for
GODREJ LOCKS
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the work force where direct
messages and precise symbols
were used.
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5. VIVACITY
In 2010 Sheth Developers forayed into the retail space with
Vivacity- a gigantic mall in Thane district, built up to an
astounding 1 million square feet! The sheer size of the project
posed a mammoth task of convincing B2B clients to share
space with a mesmerizing array of brands as well as ensuring
more than adequate footfall subsequently. We decided to
convert the challenge into an advantage and proposed an
entirely unique communication strategy.
Firstly, a value of multiplicity was attached to the brand by
connecting it to the most recognizable symbol of infinity
ever- the sky! The tagline “endless discoveries” evolved from
here and a dynamic logo was designed to represent an
ever-changing brand value.
Print Campaign
The first set of print ads to
Identity
appear in trade magazines
The various hues of the sky in the logo symbolize distinctly associated the brand
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the brand promise of Endless Discoveries. The with the sky promoting the
dynamic logo further adapts itself to multiple spaces advantage of size, space and
and accentuates this concept. limitless choice.
VIVACITY
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6. India Retail Forum 2010: Vivacity’s first ever interface with IRF Events
Size and volume were
the retail community had to be spectacular and the client brief amply hinted at by
was simple: to own IRF 2010. A 360 degree approach was our unique promoters
who exhibited the 7
planned with a spell-binding stall with theatrical abilities, brand large anchors (iv) and
other highlights of the
engagement through a fun game, unique promoter ideas and brand (iii).
a consolidated media kit.
iii
i
IRF Events
While the 3D walkthrough by
Cineapolis entertained many, the
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quick puzzle game (i & ii) proved a
huge success as more than 2500
VIVACITY
people engaged in some fun! ii iv
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7. Print Campaign
Print Campaign
The clutter-breaking ability of
Phase Two of brand building the brand was reflected in the
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saw the Vivacity connect to the wide, expansive visuals and
sky now extending to the idea direct references to the sky
VIVACITY
of ‘Endless Discoveries’. and spatiality.
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8. For IRF 2011 the client decided to forgo a stall on the ground
altogether and utilize the overhead space instead. Taking this
idea further, cutouts were installed from the ceiling which left
quite a few heads turned upwards! The aim was to encourage
existing brand partners to expedite their fit-out processes to
ensure the timely opening of the mall in December 2012 and
this was effectively communicated with the ‘fit-outs have begun’
print campaign.
Our carefully layered creative strategy through the various
phases has ensured that Vivacity’s B2B clients experience the
same sense of awe that B2C audiences are to feel in the final
phase of promotion, boosting their confidence in the mall’s
crowd-pulling ability and fixing the brand’s unique positioning
firmly in industry and public memory alike.
Print Campaign
The print communication
IRF Events
designed for press and EDMs
Cut outs smartly photographed pushed the ‘sky’ concept to new
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to match viewing angle with the levels, cleverly juxtaposing
photographic angle gave an whimsical visuals with a clear,
almost life-like 3D experience.
VIVACITY
concise message.
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9. DIGISOL
Digisol, a digital solutions brand of Smartlink approached us
with a branding dilemma in 2011, peculiar to many older
companies in the industry. Despite over 40 years of market
history, Digisol lacked an independent identity as it had been
overshadowed by the popular Digilink range, now taken over
by a multinational. Without the popular name to piggyback
on, Digisol and Smart Link partnered with us to explore a new
strategy that salvaged the old. One that helped them ‘Own
their history’. We thus set out to rebuild the brand lineage
for Digisol.
www
.digiso
l.com
Identity Packaging
Narrowing down on the existing Consumer interface tools like
color red, the corporate identity packaging and collateral (i, ii &
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for Smart Link and Digisol was iii) were made more exciting with
synchronized and streamlined to simpler, cleaner visuals and crisp
create the umbrella brand. technical detailing.
DIGISOL
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10. A carefully structured communication approach for the print
campaign, associated Digisol’s solutions to elements in nature,
establishing values of excellence, superior coverage and
overall reach.
Print Campaign
The ads asserted Digisol’s long
held position as market leader
and gave the brand its unique
association with the brilliance
and far reaching accessibility
of Nature.
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DIGISOL
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11. Innovative exhibits, a uniform color code and establishing a
tone of voice have brought a semblance of symmetry to the
brand so that today Digisol is recognized by its bold and smart
end-to-end design sensibility that have re-established the
leader in a whole new avatar!
Marketing Collaterals
Exhibition Stall
Simplifying the brand’s
Digisol ‘cubes’ at various communication with its end
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exhibitions draw the attention user by creating a clear
of crowds to a brand that has thematic consistency across
finally come into its own. the board
DIGISOL
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13. The stark white store interior with fuchsia accents was
modeled to embody a contemporary art gallery for global
fashion. The minimalist aesthetics were further reflected in
the visual merchandising carried out which spoke in loud,
rebellious tones and stark contrasts mirroring the youth of
today. At no point was an association made with the heavily
discounted prices in store as the brief was to maintain a
high aspirational value.
Store Signage
Store Interior
Store exterior and visual
communications Store interiors gave the
translated a global fashion impression of a higher end
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sense to an Indian fashion designer outlet with easy
shopper on a middle- browsing and a superior
income budget. shopping experience.
CUT
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14. The city-wise launch of the brand saw the boundaries of
outdoor publicity pushed, raised and sometimes literally
cut! The product catalogue also acknowledged the dynamic
nature of the brand in a novel flip flop style.
Mix and Match
Discover Cut
The merchandise catalogue
carries through the mix and Excitement builds as
match value of Cut as each crowds encounter a blade
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page is dissected for users jammed in a wall or into
to easily create their own mall flooring, heralding
personal combination. the arrival of Cut.
CUT
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15. BRAND POTION
A Times Group, Bennet & Coleman initiative in India, Brand
Potion transforms the branding and advertising process into
an advertising campaign. In the Brand Potion model, users
interact with brands to get a one-on-one communication going
with the people behind the brand. When we were approached
to create an identity for the initiative, we put into action the
idea that here was a place where one could get ‘your daily
dose of brand’. From devising the name to the logo with the
drop of potion within, we formulated a novel strategic
approach to attract both brands and the users.
Identity
Identity
To advertise an advertising portal,
we worked on a clean and modern The right brain-left brain approach
look, which worked smoothly with we used instantly pin-points the
BRAND POTION
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various media including text, urgent need for fresh creative
video, images and allowed for easy approaches, a belief that draws
user accessibility. both clients and talent.
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16. A targeted campaign urging talented individuals from both Sign-up Print Campaign
Sign-up forms double up as
the professional as well as amateur arenas was organized to posters and print ads carrying
attract talent to the portal. Sign-up petitions alongside ballot forward the campaign’s central
theme of revolutionizing
boxes were placed outside communication degree institutions advertising practices.
and advertising agencies to get people interested and convert
them into Brand Potion members.
2
Ballot Boxes
The ballot boxes piqued people’s
interests and translated into
an attractive number of sign-ups
for any brand to consider
the website. 3
Animated AV
An animated AV introduces the
concept and its benefits to
BRAND POTION
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brand owners, urging them to
infuse new life into their
creative strategies. 4
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