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Scarecrow Designs would provide exclusive design solutions to various clients. It also endeavours to produce pure graphic design content on its own.

Regarding this development, Kapil Tammal, Design Director, Scarecrow Designs says “Scarecrow Designs is not a conventional design house. Design for communication is what my team will focus on. Certain brands need to be looked from a design perspective, so along with the routine advertising ideas, the team will wear a designer’s hat and think of ‘designs’ as and when needed. I wanted to form this kind of a team since long, and today it’s finally happening! ”

Why Scarecrow Designs?

At Scarecrow Communications Ltd. they provide all advertising solutions under one roof. As, today there is a lot of demand for pure design-led jobs. From brand manuals to corporate & brand identity, and packaging.

Due to the retail boom, mall culture and entry of many international lifestyle brands in India, design has become extremely imperative.
Many national/international brands, more often, avoid spending on full-fledged ATL campaigns due to media costs. But what they can’t avoid spending on is to create a look, feel and imagery of the brand where design is sacrosanct. And so, these clients specifically seek design-led communication solutions. And, Scarecrow Communication thinks that there is a need gap here.

They have observed that good talent from design schools normally join design houses rather than ad agencies. Needless to say, most ad agencies are left with substandard design talent. And, to correct and balance the design ecology of talent and need, Scarecrow believes in identifying design talent at an early stage. Scarecrow has attracted talent from design institutes like NID.

Yet, to complete the ecology of design, Scarecrow Communication believes that, one needs to create a complete environment of design that attracts and nurtures great design minds to provide great design solutions.

Manish Bhatt, Founder Director, Scarecrow adds, “Having an art background, I have a soft corner for design. I believe a great design has the power to create cult brands. Look at Apple or a Brazilian Hawaianas where a bathroom chappal could become cult, simply by the brilliant use of graphic design. I am looking forward to see some cool stuff in design by Kapil and his team.”

Raghu Bhat , Founder Director, Scarecrow explained that, “ This is a systematic attempt to broaden our communication offerings. It is also recognition of the great design talent in Scarecrow.”

Idea behind the new identity:

Crop Circles have been the biggest design mysteries in the world. Even today, some believe aliens create them, while some believe it’s a hoax. Being Scarecrow, standing tall in the field, the team thought of owning and associating with Crop Circles. No one has officially claimed to own them yet.

“Interesting Design can make huge difference to a campaign, be it print, TV or digital. Scarecrow Designs will give Kapil’s talented yet young design team to constantly push their boundary of design which going forward will help Scarecrow in developing a distinct identity in all our work. “Added, Arunava ( Joy ) Sengupta, Founder Director, Scarecrow.

The in house designers and budding talent from design schools would be roped in to create merchandise (t-shirts, bags, accessories etc), which will be showcased at the Scarecrow Art Gallery and on www.scarecrowdesigns.net.
A new Crop Circles identity of Scarecrow Designs would be in the form of Visiting cards, Digital Posters, Web Page and Emailer.

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Dentsu Media has been charged with the complete media planning and buying responsibilities from Indo-Nissin Foods, including the brands Top Ramen and Cup Noodles. This development comes close on the heels of the revamp of its flagship brand, Top Ramen, and its bid to increase market share in the growing instant noodles category in India. Concurrently, Dentsu Communications handles the creative duties for Indo-Nissin Foods out of Bangalore.

Commenting on the choice of Dentsu Media, MNVV Prasad, GM Sales and Marketing, Indo-Nissin Foods said, “Dentsu Communications has been handling our creative duties for the last one year, and have done a good job for us so far from a creative point of view. The category has witnessed a few major trends in the recent years and going ahead we feel that we could gain an advantage from a marketing standpoint by synergizing our creative and media together”. The media strategy and planning presented was very well received by our team at Nissin and gave us a fresh perspective. Therefore Dentsu was the obvious choice, and we hope for a great future using this synergy”.

Divya Gupta, CEO, Dentsu Media said, “As we see it, true effectiveness of brand communication happens by harnessing collective media synergies, seamlessly, in real time. The consumer does not put channels in silos, she seamlessly moves from one to another in experiencing the brand.”

Commenting specifically about the win, Ms Gupta said, “We are thankful to Indo-Nissin for recognizing our capabilities and awarding us this mandate. We look forward to partnering Indo-Nissin, using engagement metrics to blend and deploy channels, in our efforts to support their India objective, every which way!”

Dentsu Media India is part of Dentsu Media global network. The company has an armory of proprietary tools and database such as Valcon, ContactPoint Management and D-VAST, among others. This enables it to provide fully integrated, communication-without-lines solutions to clients to help them gather leadership in a cluttered market place.

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“At ŠKODA we believe that a car is much more than a mere product. It is an extension of an individual and this insight has helped us arrived at the positioning ‘Built to be Thoughtful’. We used the backdrop of Indian wedding in our campaign to demonstrate the emotional connect between a family and a car. The ŠKODA Rapid embodies that sentiment with its Simply Clever solutions and product values at various occasions during the wedding. Since a wedding for an Indian family is valuable, emotional & a grand occasion, it is a perfect fit to partake in the celebrations with the ŠKODA Rapid – Family Car of the year 2011” says, Mr. Thomas Kuehl, Brand Head, ŠKODA Auto India & Member of the Board – Sales & Marketing.

The campaign revolves around the typical Indian wedding, replete with all its flair and flamboyance. The TVC opens with the scene of a palatial Indian house that has workers running through the impending wedding preparations. It continues into the different stages in the run up to the wedding ceremony, with the ŠKODA Rapid playing an integral role in all the diverse situations – from ferrying the flowers to the venue, driving the girls (wearing mehndi) comfortably, picking up relatives & guests for the ceremonies etc. At each occasion, Rapid meets the demands of exhilarating Indian wedding, thereby making life comfortable for the family. The film concludes with an emotional moment which is symbolic of a new bride & groom meeting and is typical of an Indian wedding.

Ramanuj Shastry, Chief Creative Officer – Saatchi & Saatchi says, “To dramatise the ‘thoughtfulness’ of ŠKODA Rapid, we chose the big, fat Indian wedding, the torture test for any car. It’s the only time where not just the badge value of the car, but its work horse like qualities also matter. A car for the Indian wedding has to be spacious, comfortable, dependable and economical. Director Sam Ahmad has created a delightful film which underlines the fact that the Skoda Rapid is as sensible as it is stylish. We firmly believe the film will be well received and and establish Skoda Rapid as the car of choice in the entry level sedan category.”

The Rapid has been created keeping in mind the Indian customer and marks ŠKODA’s entry in the extremely important C segment. It is a comfortable car for the family with an elegant design, ensuring an efficient drive.

Credits:

> Project (working title of the film): Big Fat Indian Wedding
> Client: ŠKODA Auto India Private Limited
> Creative Agency: Saatchi & Saatchi
> Chief Creative Officer: Ramanuj Shastry
> Creative Director: Rakesh Pandit
> Business Head: Bhairavi Naik
> Director (of the film): Sam Ahmad
> Production House: Fingerprints Films
>Media Agency: Mediacom

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Furthermore, for the second year running, Havas Media also found that most people would not care if 70% of brands ceased to exist and evidence says that the existing approaches to building and measuring brand value are out of date. As a direct response, Havas Media has launched “Meaningful Brands,” a global framework that offers a new index, analysis and proprietary tools to measure and build brand value in the context of today’s demanding environment.

The research was carried out from March to June 2011 across 14 markets – France, Spain, UK, Germany, Italy, USA, Mexico, Brazil, Colombia, Chile, Argentina, China, Japan and India. The research took into account the views of 50,000 consumers via online panels.

This innovative global undertaking that covers India and China in Asia Pacific enables us, for the first time, to connect brands with our quality of life and wellbeing. It does this by measuring the perceived impact of brands on our personal wellbeing – their influence on factors such as our health, fitness, happiness, values, social relationships, financial security, lifestyles and habits – and our collective wellbeing, that is, how brands help to improve communities, societies and the environment.

The key consumer trends in China and India include:

74% and 62% say they would pay 10% more for socially and environmentally responsible goods in China and India (highest globally aside from Chile).

Information and expense are the main barriers to socially responsible consumption, with credibility being another key issue in both markets.

84% in China feel it’s the responsibility of companies rather than the government to solve social and environmental issues (compared with 64% in 2009) and 76% in India with a similar increase since 2009.

95% and 85% say they trust companies with a responsible or social profile more than those without in China and India respectively.

Empowerment is down in China: 64% feel that they can make a difference to how companies behave and this is static in India at 71%.

But so is cynicism: 71% feel that most companies are only trying to be responsible to improve their image and only 12% trust what companies say in this area.

On the research part, Vishnu Mohan, CEO of Havas Media Asia Pacific, said: “The findings of Meaningful Brands analysis are especially relevant for marketers in Asia. It clearly shows the seriousness with which consumers in Asia look at the social, ethical and environmental aspects of a brand. As a region, which is growing at a rapid pace, the findings provide us a huge opportunity to create the context that promotes the growth of meaningful brands. Companies and brands operating in our region can play a big role in transforming the lives of millions of people and contribute to the progress of their societies.”

“By contrast, the situation in developed economies is the opposite. Brands in these regions are no longer seen to improve people’s quality of life. There is an aging and increasingly poorer middle class who are demanding that brands help them to lead and create new lifestyles that fit in to their new expectations and values. In order to survive, these brands must re-evaluate their definitions of success and take up the challenge to make meaningful contributions to these people’s lives.” Added, Mohan.

People in fast growing economies, such as Asian and Latin American markets, record a stronger and healthier relationship with brands. The proportion of brands making a notable positive contribution to our lives increases to around 57 % in China, 30% in Latin America, compared to 8% in European markets, where people tend to be more sceptical and less engaged with brands. In the US it’s 5%. The analysis suggests that the next generation of brands will come from emerging economies.

Meaningful Brands helps us to develop this type of relationship by understanding exactly what people expect from brands. It also shows us that there’s a big business opportunity for brands that are able to satisfy consumers by creating wellbeing in the context of their new values, expectations and local market realities.

Meaningful Brands would help us to track how successful companies are responding to these needs by understanding how these companies are contributing to our wellbeing, both as citizens and individuals, and how they communicate these values to us.

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Mehra has her own company by the name of Lunchbox Services, which helps clients to launch products and services in existing and prospective markets, help upgrade their image and sales figures, network with companies that they can benefit from association; undertake CRM-based requirements and fulfill HR and management needs. She started her venture in June 2011 with no initial funds. Her existing clients are the sculptor, Mahua Ray; Cubit Inc, architects specialising in lifestyle; Rajesh Yadav and associates, ranked second in hospital management in the country; Diavisz, a high end diamond jewellery firm; Digold, an export house for diamond jewellery; Teah silver refinery and Id exhibitions known as Hoopla in Indore.

Mehra started her career with her father, who was in textile production. She has worked with companies like Interpublicity, INIS Enterprises, Blankslate AdCom Pvt Ltd, Ogilvy One, Kankei Relationship Marketing, and Singapore International School as head PR.

When asked, what were the two things about this stream that made her pick this up as her profession, she said, “Quest to do something different from the crowd and the challenges that this field has.”

Speaking about the challenges that she faced in this industry, Mehra said, “There have been many. I welcomed all of them as a part of life and I am happy that they did happen. Each challenge has helped me grow as an individual and as an entrepreneur.”

She strongly believes in one statement, ‘Under-promise, over-deliver’ and takes it as one of her strengths. Mehra says, “Training my juniors to replace me is also one of my key strengths.”

Pointing out some of her work that she is very proud of, she said, “My mother never told me till date if she was more proud of me or my siblings and honestly I never asked her. I feel good about all the projects that I’ve undertaken so far. Each one of them brought its own challenges and feeling of fulfillment.”

Women leaders like Ektaa Kapoor and Vidya Balan have inspired her with their vision and ability to prove themselves despite tough competition and criticisms. Apart from these, there have been many women leaders who inspired her.

She is against the statement that women have an edge over men in the media space and believes in a very practical statement – ‘Client will associate with you only if you can make a difference to their business.’ She is of the opinion that many a times discipline is what the media industry lacks.

When asked one major change that she would like to see in her work area she said, “Yes! My company and I always encourage our clients to reason more. And I wish that this becomes an industry trend. This will help clients to benefit and see growth in their businesses.” Mehra has started a club on BlackBerry, named Humanity, which helps raise funds for underprivileged children.

Five years down the line she believes and sees herself growing more with clients.
Sharing some of the highlights about Lunchbox Services, she said, “My company is formed on principles of acting as a business companion and not as a media vendor. We work as brand builders, which means that we recognise our clients’ business needs and cater to only those requirements that will help them grow at that moment in time.” | By Aanchal Kohli [aanchal(at)adgully.com]

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In an exclusive interaction with Adgully, Navneet Kaushal, founder and CEO of PageTraffic, explained the challenge faced as an SEO agency and their core competencies to survive in the market.

The biggest challenge faced by PageTraffic according to Navneet Kaushal, founder and CEO of PageTraffic, is that, “We have faced it in the terms of growth having knowledgeable people. For us, challenge is not been in terms of sale. It’s all about getting the right set of people, quality of people to work with you. Of course it’s a new field and that too not more than 12-years- old. Getting people who are experienced or has a bend is difficult. Nobody wants to make a career in it and there are no courses in it yet, so that’s the biggest challenge. “

“The second challenge for us has been the growing and demanding customers when it comes to the quality of work, but we have been able to overcome those by putting loads of quality checks. Quality checks is one of the toughest one in the industry, everything goes through a lot of quality checks. And that’s the reason our clients appreciate, our quality and we are trying to build it.”

The core competency of PageTraffic is the search engine marketing. PageTraffic, primarily being an SEO company, now does a lot of other work in fields such as social media and web development. But, the main component lies with the self-engine optimization.

Navneet explained the issues that they faced while acquiring clients for SEO, he said, “It’s been an issue because clients still think that it’s free. If I go 5 years back, people would think SEO is free. So, it was very tough for me to explain to someone that SEO is not free, and that was something which took a lot of time. So, now people understand the value, but still some people think that it’s cheap and its cheapest form of marketing, that’s the biggest challenge. But it has grown from last couple of years.”

Being a SEO company, we asked Navneet about their focus area as of now, he replied, “For us, now the focus area is India. Though we have been focusing outside US and UK, but now are focus is SME sector in India. We are also trying for tie ups, some of which we have in India with agencies, whose core competencies don’t lie in SEO. For example, Google in 2011 had 300 updates; it’s not easy for everybody to keep up with that. They are jack of all but we are the master of it. So, we are consulting for companies who already have SEO teams. Nobody knows they are doing it right or wrong, so now we are doing loads of workshops. And, we want to grow more in that area.”

“We do face stumbling blocks and that has been, previously when our customers were in the US, for us the time zone was a problem. But, we do overcome that. We hired people, we did not have an office in the US, so we opened our office in Chicago and that was the major stumbling block. People are more comfortable in talking to somebody in US, in their accent, according to their time. We are still want quality of people who are passionate about digital marketing, and that’s been still something we are trying to overcome. I am sure every digital agency has the same pains,” explained Navneet.

Being a SEO company, PageTraffic focuses more on hospitality industries such as travel, hotels, travel agencies, and travel websites. Apart from that they are also focusing on, local business like- plumber services in town or a dentist or a local doctor. As local search has risen, loads of e-commerce sites are coming in India. And that’s one of the focus areas of PageTraffic.

We asked Navneet to share with us his success mantra – “Prime thing is passion. Something which started as my hobby is my profession. When hobby becomes profession, my favourite past time is my work. To have passion for this industry and passion to do something better, passion to evolve has helped us the most. Every second year we revamp our process, our offerings. Not because our clients demand that, but because we think the time has come to do so. We introduce new features; new types of reporting which our clients appreciate. These have been some of the key learnings for us and have been good for our growth. Most of people come to us, just because they know our brand. For us, word of mouth is still our number one way of generating more business.”

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As the region’s must-attend learning platform and awards for effectiveness, the Festival will bring together a top panel of 34 renowned industry experts from across the region, led by this year’s Jury Chair, James Thompson, Chief Marketing Officer, Diageo Asia Pacific. Jury members will judge entries into the 17 awards categories before announcing and revealing the winners at the Awards Ceremony on Friday 27 April at the Grand Ballroom, Pudong Shangri La in Shanghai, China.

“We’re delighted that we can bring together such a great mixture of professionals from the communications industry. The Asian Marketing Effectiveness Festival is important in setting the benchmark for the region’s marketing strategies and deciphering those that are leading the way in delivering results and transforming businesses. It’s important that we have the right calibre of people debating which entries should be taking home the prestigious awards and with this line-up we’ve certainly achieved that,” says Myriam Coupard, Festival Director of the Asian Marketing Effectiveness Festival.

The 2012 jury are:

James Thompson, Chief Marketing Officer, Diageo Asia Pacific, Singapore – Jury President
Wasim Basir, Director – Integrated Marketing Communications, Coca-Cola India
Stephanie Bell, Regional Media Director, L’Oreal, Thailand
David Brain, President & Chief Executive Officer Asia Pacific, Edelman, New Zealand
Charles Cadell, Regional Managing Director, McCann Worldgroup, Singapore
Pully Chau, Chairman & Chief Executive Officer, Greater China, Draftfcb, China
Barry Cupples, Chief Executive Officer Asia Pacific, Omnicom Media Group, Singapore
Jonathan Daly, Regional Planning Director, Asia Pacific, Saatchi & Saatchi, Singapore
Mathilde Delhoume-Debreu, Director, Brand Building Integrated Communication, EMEA & Asia, Procter & Gamble, Switzerland
Rupen Desai, Regional President, Lowe + Partners Asia Pacific, Singapore
Matt Fanshawe, Managing Director Asia Pacific, EuroRSCG, Singapore
David Glass, Vice President Regional Marketing Asia Pacific, Wrigley, Hong Kong
Justin Graham, Executive Planning Director, Droga5, Australia
Matthew Godfrey, President Asia, Y&R, Singapore
Pete Heskett, South East Asia Planning Director, JWT, Singapore
Paul Hu, Executive Vice President, Land Rover China
Neil Hudspeth, Chief Digital Officer Asia Pacific, Leo Burnett Group, Singapore
Sheena Jeng, China Chair & Chief Creative Officer, Publicis China
Julie Lyle, Chief Marketing Officer, Prudential Corporation Asia, Hong Kong
Anthony Lau, Head of Marketing, Pacific Credit Card Centre, Bank of Communications, China
Andrew Meadon, Regional Director, GroupM Asia Pacific, Hong Kong
Paolo Mercado, Head of Marketing Communications, Greater China Region, Nestle China
Joanna Mobley, Group Director of Ingredient Marketing, Innovation & Business Ventures, Fonterra, New Zealand
Leonardo O’Grady, Director ASEAN Integrated Marketing & Communications, Coca-Cola Asia Pacific, Singapore
Tracy Ren, Head of Marketing, Pricing & Customer Analytics, Standard Chartered Bank, China
Dona S Arcilla, Group Head Marketing & Communications Group, Philippine Savings Bank, The Philippines
Nirvik Singh, Chairman & Chief Executive Officer, Asia Pacific, Grey Group, Singapore
Mark Sinnock, President, Strategy & Planning, Ogilvy & Mather Group Asia Pacific, Singapore
Chris Thomas, Chairman & Chief Executive Officer BBDO Asia, Middle East & Africa, Chairman Proximity Worldwide, BBDO/Proximity, Singapore
Ian Thubron, President, TBWA/Greater China, Hong Kong
Mei Wai, Head of Marketing, Asia Pacific Breweries Singapore
Haiyan Wang, Marketing Director China, Kraft Foods Corporate Management (Shanghai) Co, China
Charles Wigley, Chairman Asia, BBH, Singapore
James Wong, Managing Director Taiwan, Hong Kong and Korea, Unilever, Taiwan
John Zeigler, Chairman & Chief Executive Officer, DDB Group Asia Pacific, India, Japan, DDB Worldwide, Singapore

The entry deadline for the Asian Marketing Effectiveness Festival has been extended to Thursday 16 February. A late entry fee will be applicable, details of which can be found at www.ame.asia along with further information on entering the awards.

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Says Kushal Sanghvi, Managing Director, Spiider Digital Hub, “At Spiider we put the brand first. Keeping in mind the way people are consuming and spending large time spans on the Internet through PC’S, Laptops, mobile phones and other hand held devices our strategy would always revolve around “engagement” with these audiences while creating a contextual environment and an interactive platform for the brand.

Today, we believe that there is no brand for which the enablement of technology and a consumer connect through this communication is a challenge and thus our endeavor would be to connect the dots and get the brand closer to the relevant consumer.”

“We stand today in the midst of a media neutral environment. Digital dominance has been the reality of the advertising and marketing spaces across the world, for close to a decade now. As marketers, we’ve always kept our collective finger on the pulse of the consumer. In fact, in the last decade the consumer has really kept us on our toes. From developing digital services to specialist ORM, SEO and Online Strategy Planning strengths, we are constantly re-energising existing paradigms of communication.”

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STAR Content LIVE is a digital solution that enables the advertisers to deliver their TV commercials for telecast across the STAR Network. This service will enable better cost & time efficiencies across the value chain and is a tapeless end-to-end workflow that is safe for HD and SD digital advertisement distribution. STAR Network has always been extremely conscious of its carbon footprint and this initiative also forms an integral part of the movement to reduce the same by terminating the use of tapes for all TV commercials telecast across the network.

With STAR Content LIVE, the advertisers can turn around their campaign FASTER by instantly uploading their TV commercials. It is CHEAPER because it helps save costs incurred on betas for multiple campaigns, edits, languages and channels. It is also a GREENER option that helps reduce carbon footprint.

Announcing this as an industry FIRST, Kevin Vaz, President, Ad Sales, STAR India Pvt. Ltd. said, “At STAR, we believe that receiving tape-based commercials from advertisers is riddled with time and cost inefficiencies. The order-to-air cycle is slow and involves logistical and preparation costs such as purchasing tape, dubbing, shipping, digitising again for play-out etc. It is also vulnerable to outside factors such as custom hold-ups, traffic etc. which can further delay the process. Going tapeless, in addition to being a greener option, also eliminates many of these inefficiencies. We are sure that our advertisers, business partners and eventually the whole TV broadcast industry would move to this digital solution sooner rather than later.”

Advertisers on STAR Network can avail of this service by delivering their commercials using any one of the following three options:

Option 1: Upload commercial as a file on content.startv.com/tvc via the internet.

Option 2: Drop the commercial in a returnable hard drive at the STAR TV Kiosks located in Mumbai, New-Delhi and Kolkata.

Option 3: If the commercial is being compiled at a Prime Focus studio, the studio can pick up the final files from the edit suite itself.
For more on this game-changing initiative, the advertisers and business partners could visit startv.com/ContentLive or contact the STAR Ad Sales Team.
STAR India has defined India’s broadcast entertainment industry for over two decades with its unparalleled reach and unrivaled thought leadership position. Today STAR India is a sprawling media conglomerate, with a number of widely admired properties that transcend the barriers of language and culture and enlivens the lives of millions of Indians every hour of the day.

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These three orangey flavours taste so good that one will not want to stop consuming, leaving one almost gasping for breath. It is the unputdownable taste that promises to leave everybody breathless. The fun and youthful new ad film features leading actress and Mirinda brand ambassador, Asin. Directed by Raju Hirani of Munnabhai series and 3 Idiots fame, the ad film is set in a college where everyone on the campus is going breathless. It shows Asin indulging in some fun with a rude Chief Guest at a college function, taking forward Mirinda’s Pagalpanti Bhi Zaroori Hai mantra. The main film is supported by a shorter one that sees Asin going breathless in three different avatars, inspired by the three Mirinda flavours.

Speaking about the launch, Ruchira Jaitly, Executive Vice President – Marketing, Beverages (Flavours), PepsiCo India said, “Mirinda has always stood for great bold taste that unleashes pagalpanti. Taking the promise forward, we are multiplying the excitement further by innovating with products that appeal to the Indian palette. The two new tasty flavors – Orange Mango & Orange Masala add local familiarity to a bestselling global drink.”

“This innovation is the biggest initiative on brand Mirinda in the recent times and we are confident of great consumer response. We hope to dial up consumption frequency and penetration for the brand on back of exciting flavors & local palette familiarity”, she added.

“I have had a fun-filled association with Mirinda for many years now and have always loved the drink. I am really thrilled about the new flavours as we now have three different delicious orangey tastes to savour! I particularly enjoyed shooting for this campaign as it was a college set up with lots of people and the breathless concept brought alive our pagalpanti for the irresistible Mirinda taste. Working with Mr. Hirani was a pleasure as he’s such an accomplished director and an amazing human being”, said Asin.

Director, Raju Hirani, commented, “I am selective about the ad films I direct, but the script that I received for Mirinda was very interesting. The campaign has this social, relatable, fun and pagalpanti aspect that I believe everyone will enjoy, just like the three different flavours of Mirinda”.

Ray+Keshavan, South Asia’s leading brand and design consultancy partnered with PepsiCo to design the disruptive full sleeve packaging that captures the taste and fun experience of drinking Mirinda. The design of the new variants is inspired by the essence of the Mirinda mother-brand which is youthful, simple, innocent, fun and playful. The inspiration was ‘every drop of Mirinda has fun in it waiting to be unleashed’. Fun bubbles are used to evoke the emotions associated with the taste of these delicious flavors.

Speaking about the design, Sujata Keshavan said, “We are proud of this assignment. This has been a labour of love for a brand-led solution. The packaging solution further strengthens the mother-brand’s equity while serving the variant. We want consumers to love the new pack as much as we do”.

Speaking about the campaign, Swati Bhattacharya, National Creative Director, JWT said, “We had this wonderful innovation that was the perfect platfrom to talk about the great taste of Mirinda in a fun manner. Through the unique concept of infectious breathlessness, the campaign effectively conveys Mirinda’s unputdownable taste message. It is a fun campaign that goes beyond the TVC as it involves the consumers in the pagalpanti through the Taste Twister Challenge”.

The launch is supported by a robust 360-degree campaign including outdoor, online and an innovative consumer engagement programme called the Taste Twister Challenge. Each of three tasty Mirinda flavours has a unique Taste Twister that describes the fun and tasty experience of drinking them. Consumers can call or sms at 8800033333 to choose their Taste Twister and recite it repeatedly in one breath for as long as possible; longer the recording, greater are the chances of winning exciting prizes including 10 MP3 players and 1 tablet PC every day.

Available across India, the new limited edition flavours are available in 600 ml PET bottles and 250ml Slim Cans at the same price, for the next few months.