Rays and Rods

Munchee Chocolate Puff - “Taste Revolution” Campaign

The Challenge: To drive growth through communication-based differentiation despite being in a saturated market with no meaningful product differentiation.

The insight: Youth are by definition rebellious, they strive to stand out in a crowd by displaying their various characteristics. Also, they are revolutionary both conceptually and artistically.

The Idea : Unique is revolutionary.

Bringing the Idea to Life: To reflect the brand's revolutionary personality and proposition, "Revolutionary Taste," a one-of-a-kind execution never previously seen in biscuit promotion, was employed in a youth-centric animation with a rap song sung by a collaboration of popular young celebrities.

Motha Jelly - “Heartfelt Magical Taste” Campaign

The challenge: To create excitement and emotional attachment in the jelly category.

The insight: Happiness stems from the simple things in life. A delicious treat may provide exquisite moments of joy.

The idea: ” Motha Magic with Big Joys”

Bringing the idea to life: A delicious gift of jelly is greeted with a flying kiss, and the person receiving the kiss feels congratulated and accepts the kiss by moving it closer to the heart.

Bringing the idea to life: A delicious gift of jelly is greeted with a flying kiss, and the person receiving the kiss feels congratulated and accepts the kiss by moving it closer to the heart.

Godrej Aer - “Changing the way it Smells and Spells” Campaign

The Challenge: To launch an entirely new air freshener format under an unknown brand.

The Insight: Fragrances evoke moods, sentiments, and emotions.

The Idea: Beautiful smells make your house cheerful.

The result: A whopping growth in sales volumes, values, and TOM

Good Knight Advanced  - “Mosquito Free Night” Campaign

The challenge: GoodKnight Advanced is a relatively new brand competing against established 20+ year-old rivals in a communication-restricted sector, unable to differentiate owing to rigorous ROP (Registrar of Pesticides) regulations.

The insight: "Seeing is believing". The lack of mosquitoes, on the other hand, suggests that the product is effective.

The idea: "100% protection from mosquitoes enabling creation of happy family moments"

The result: As a consequence, market share grew in terms of value growth, as well as dealer off-take increased in a short period of time.

Good Knight Advanced  - “Mosquito Free Night” Campaign

The challenge: GoodKnight Advanced is a relatively new brand competing against established 20+ year-old rivals in a communication-restricted sector, unable to differentiate owing to rigorous ROP (Registrar of Pesticides) regulations.

The insight: "Seeing is believing". The lack of mosquitoes, on the other hand, suggests that the product is effective.

The idea: "100% protection from mosquitoes enabling creation of happy family moments"

The result: As a consequence, market share grew in terms of value growth, as well as dealer off-take increased in a short period of time.