Kyoorius Design Yatra 2012: Witnessed noted speakers, newer insights, new era of communication

India’s first & biggest visual communications conference Kyoorius DesignYatra 2012 was opened by Robert Wong, chief creative officer, Google creative lab on the Digital Day. Robert, who was born Chinese, grew up Dutch, was Canadian and is now American, started his address by stating the importance of free relationship. “It’s important for every communication manager to realize the need for living life by doing something powerful” says Robert. The session kick started with Robert by highlighting the emotions that unify brands and consumers from communication stand point followed by showcasing the strategy and implementation of web based communication programme. He surprised the audience by bringing alive Google’s three prolonged approach of Technology (power), Image (secret & new) and operating procedures. “Remind the world what is it that they love about Google every time they log onto it” is the mission of Google, states Robert.

 

On the other hand, Day II at Design Yatra was a riot of laughter, fun and more so learning with Arunachalam Muruganantham, CEO, Jayashree Industries and Bill Lunderman, Vice President, Global Design, Colgate- Palmolive.

 

Arunachalam Muruganantham, uneducated from South India gave the listeners’ shivers with excitement. He was indeed a phenomenal innovator who created the world’s first low cost machine to produce sanitary towel. Started with nothing, currently he has over 706 machines, 7000+people employed resulting into shifting 3.5 million women from unhygienic conditions to using a napkin. The creation of this Indian social entrepreneur has given women from low income groups in India dignity by making it possible for them to afford to buy sanitary towels and provide them income at the same time. Awarded with Indian presidential honor, Muruganantham today lecturers at IIM’s across India explaining his journey as a case study on how he re-engineered a sanitary machine. He has only studied till 9th standard but is a pillar of inspiration to branding & communication professionals today. “: innovation as the solution to a problem than a beautiful product/design” says Muruganantham who has a vision to make 100% women use sanitary pads as oppose to 5% currently.

 

Day II also saw Bill, president at the Colgate- Palmolive brands worldwide sharing insights on how Colgate Palmolive manages speaking to its customers. “Sell value & experience and not just the product followed by conveying its ‘it’s got to do it’ attitude. His session addressed how design is a result of understanding the cultural context of the geography of the product. He focused upon making each one at Design Yatra understand consumer influence on the product and how Design should be perceived as an experience to create greater impressions.

 

Design Yatra is about staying fresh and excited taking the corporates and design fraternity away from usual grind to relax in the beaches of Goa while meeting and exchanging ideas with industry leaders. Keeping that in line Day III at Design Yatra opened with just another phenomenal talent Mansukhbhai R. Prajapati, entrepreneur & innovator of clay creations. Clay Creations is situated in Rajkot district that produces handicraft items. Started in 1988 utilizing minimal funding fuelled with zeal for innovation in the field of clay by Mansukhbhai. He is the creator of one of its kind refrigerator and is officially recognized by national innovation foundation. At design Yatra, he addressed about 1500 people from branding, communication, design, marketing on the need for innovation. He defines innovation as a result of necessity or necessity is the mother of innovation.

 

Following on Day II was the address by Josy Paul: India’s most prestigious advertising agency, he started BBDO in a car and currently operates with 110 employees. Josy showcased his finest works for brands like Gillette (P& G) and his first campaign for Aviva Life insurance. “India needs acts and not ads” says Josy Paul. He shared insights that brought alive how every campaign that is created needs to start a movement and act towards achieving a larger purpose. “It is important for advertisers to understand that people do not want to be told but love to be a part of something big or a large movement” added Josy. As the moderator, Debbie Millman, President, Sterling Brands, USA educated the audience and set the pace on each day by sharing inspirational stories.

 

Celebrating the success of Design Yatra this year, Rajesh Kejriwal, CEO, Kyoorius said, “We were thrilled to have renowned speakers from different walk of life who have built excellent case studies from across the world. The look, feel, messages and tone of the conference were designed keeping in mind the evolution of communication within India. Kyoorius DesignYatra continued to serve as a valuable meeting point for agencies in India and abroad in the sphere of design, branding and visual communications. It has provided an opportunity to understand, learn and get inspired from some of the finest minds in the field, delve into their creative process and be inspired by their work.”