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A challenger brand needs a killer creative idea to articulate its brand promise. Kitchen Treasures, a spice brand from the house of Synthite, was taking on well-entrenched players in the spices and masalas category. With the promise of purity fulfilled by stringent quality norms: 10,000 acres of own farmland and a unique multi-stage cleaning process, we set out to break the notion in the market that packaged spices are seldom pure.
Enter the blindfold device: a creative idea to bring alive the fact that Kitchen Treasures are spices so pure that you can buy them blindfolded. It is your other senses – touch, taste and smell that will stand testament to its purity. Taken across Television, Print and Outdoor, this campaign established high degrees of saliency and firmly positioned the brand as a custodian of purity. Within a year of its launch Kitchen Treasures is the No 3 spice brand in Kerala.
Nestin has over 4 years of experience in social media management, as well as website design & development.
As a creative human, I believe it’s imperative to look for new pursuits and challenges;
not just in the realm of advertising but also in other mediums of communication
that can create change and change begins with an ‘Idea’.
Shaista has over 12 years of experience in advertising. Having played diverse roles from planning to account management and digital leadership, she has worked for brands in various categories ranging from FMCG, real estate, healthcare, banking & finance and more.
A veteran of the ad world, Santosh has served for over 20 years. Having worked with biggies like Mudra Communications and McCann Erickson, he has handled several international and national brands. Santosh is one of the few designers left who still scribbles an idea on paper before executing it on the computer.
Awarded extensively by various ad clubs of Chennai, Bangalore, Mumbai etc.
Madan believes that the new way to create brand perceptions is to manage its symbolism. And there is nothing more powerful than brand symbolism as presented by its identity. It is the brand’s first impression and as the adage goes it is important to make a best impression, or the appropriate impression. He helped in creating identity for Indian Super League ( India’s premier football league) where it was important to ensure executional simplicity keeping the usage across media, across teams and formats. His contribution is also seen in U Mumba ( The kabbadi team from Mumbai) where the spirit of the game and Mumbai was combined, start ups like Ceriz ( A woman’s accessaries brand from future group), Melt-in ( A gelato parlour from Vadilal), DNA newspaper, Pure Sense ( eco-friendly personal care products fro Marico),Burgs ( Burger QSR) , Enega Hair Color, Schmitten Chocolates, Hoppits Bars, 48 Fitness ( Mumbai’s premier health Club), renovating identity for Maroosh ( Lebanese QSR in Mumbai), 8 Biryani, creating identity for new offering s from Haldiram’s Delhi and many moreHis 25 years of experience across Brand Design, Advertising and Marketing, helps in generating optimal solutions for the brand keeping the challenges in consideration. His last job was heading Red Lion one of the top 5 design agencies in the country ( Brand Equity )He was also co-conspirator in creating brand like DNA Newspaper, Max Touch, Tata Sky, Tata Ace, White Mischief Vodka among others.
Jishnu is an Engineer turned Marketer turned Musician. He worked at TCS before completing an MBA in Marketing from XLRI Jamshedpur. While there, his band bodhiTree wrote, recorded and released cult underground hits like ‘G**nd Mein Danda’. He moonlighted as RSJ’s music correspondent from Kolkata. Joined ITC Limited’s Tobacco Division as Asst Branch Manager handling sales for Karnataka and then handled Kitchens of India’s packaged ready-to-eat range as Brand Manager.It was all going well until the music bug in 2009. He quit ITC and joined Indian Folk-rock Band Swarathma, currently one of India’s leading live acts with 2 highly acclaimed albums and 6 international tours. They were featured on the cover of Rolling Stone magazine and the Cannes-winning series The Dewarists.
Sameer S Sahab is a young Bangalore based filmmaker who is working in the ad film industry for over 10 years. Sameer began his film-making career as Director in films for major corporates and later worked for ad films and promotional films for Karnataka Government as well. His work which celebrates the 50 years of Kannada Cinema Industry was recognized and awarded by Public Relations Council of India in 2017
Vinod is in equal parts a problem solver and a creative professional. He worked
closely with HUL’s modern trade initiatives early on in his career and later on was also instrumental in launching and growing SPAR in India. Having worked across categories he brings a rich experience of know-how and discipline to our clients’ POSM initiatives.