ITV

Tag: Alpana Parida

  • DY Works repackages Marico’s Parachute Advanced

    DY Works repackages Marico’s Parachute Advanced

    MUMBAI: DY Works, a brand strategy and brand design firm, has created a new identity for Marico’s Parachute Advanced- Tender Coconut Hair Oil.

    Over the years, the blue bottle has been synonymous with the Parachute brand. In view of the changing mindsets of the Indian consumer, and increasing competition, Parachute has changed. While reaffirming its strong trusted brand heritage, it sought to break away from the stigma of “stickiness” and “old fashioned” associated with coconut oil.

    To address this concern and strengthen its hold in the market, Marico added Parachute Advanced to its product portfolio-modern hair oil based on the concept of ‘refreshing nourishment’. The aim was to introduce “Green Coconut” as a new ingredient in the category, and, at the same time, maintain and leverage the brand equity of the parent brand.

    Speaking about the assignment, DY Works president Alpana Parida remarked, “Moving away from traditional paradigms of a protagonist posing in long thick hair to an ingredient led product that is non-sticky for the evolved consumer”

    The brief stressed on crafting a delightful sensorial association to minimise the dissonance with oiling. It also sought design and imagery that would be differentiated, premium and modern. The reassurance of nourishment and efficacy was pivotal.
    Based on this, DY Works researched through competitive analysis and a semiotic study to decode relevant and changing discourses for the category, thereby leading to the establishment of a unique shaped packaging.
    The new, improved bottle structure was established to have a unisex appeal along with a shape that helps create a premium space by breaking clutter and separating it from other brands in the category. The structure allows enough space for the label to establish effective brand identity and an effective shelf throw.

  • DY Works gives Amul Kool Lassi a Makeover

    DY Works gives Amul Kool Lassi a Makeover

    MUMBAI: Amul, India’s apex organization for dairy products has roped in renowned brand strategy and brand design firm DY Works to reinvent the look and packaging of Amul Kool Lassi to attract the young Indian demographic.

    Being a brand that gives significant emphasis to their image and marketing, it was felt that the tetrapack that Amul Kool Lassi has been sporting since its launch needed to be revamped to a contemporary pet bottle.

    Speaking about the project, Alpana Parida, President of DY Works remarked, “The brief was very interesting, and based on our preliminary research we realized that most of the companies in the peer group, whether it was colas or mineral water, had already moved to pet bottles, thus the need was to design packaging that was not only up to date with current trends but one that capitalized on gaining popularity as a healthy and natural beverage.”

    An extensive cross-category study of beverages and customer preferences revealed that the biggest strategic challenge was to re-establish the relevance of lassi in a modern context where alternative beverages like colas and juices dominate the consideration set. Hence, the design objective was to put lassi in the modern, contemporary space with the product USPs of health coming in as supporting factors. Accordingly DY Works chose the route of cashing in on the idea of ‘cool’ manifested through a youthful and vibrant splash of colors. The team at DY Works felt that is was important to use the white background with a balance of colors but at the same time not come across as cluttered. The new packaging has helped appeal to a younger audience by emphasizing much more on style. It has revitalized the brand corresponding to a dramatic uptake in sales.

    Remarking on the effective packaging and design instituted by DY Works, Mr. R.S. Sodhi, Managing Director, – GCMMF Ltd. commented, “The strategy to rebrand Amul Kool Lassee to Amul Lassi and redesigning the look to attract youth along with the message of health has really paid well in the market. There is a rising demand of lassi in new pack design which has helped us increase penetration of lassi by 50% in the market.”

  • DY Works creates AVANSE a new education financing entity from Dewan Housing Finance Corporations

    DY Works creates AVANSE a new education financing entity from Dewan Housing Finance Corporations

    Dewan Housing Finance Corporation, the flagship entity of the Wadhawan Enterprises has roped in DY Works, India’s largest brand strategy and brand design firm to create a brand for their new foray into the educational loan category – AVANSE. Realizing that education lies at the core of the development and growth of an individual, and consequently, of society, Avanse becomes a natural extension of the core ideology of the group.

    From conceptualizing the brand positioning to naming and designing its brand world, DY Works partnered with DHFL for their brand needs at every step.

    The Brand essence that DY Works arrived at through an intensive study of the education sector and the culture of young students and parents is “Redefine Karma”. It positions the idea in the societal context that constantly reinforces boundaries, and where such factors as caste were previously markers of discrimination in education. In fact today, financial agency has becoming the essential differentiating factor. Talking about the brand, Alpana Parida, President DY Works, observed, that in this context, “the educational loan becomes the key element, the gateway to an enlightened future with the power to redefine a student’s future karma. It positions the young Indian student as a game changer, a pioneer who can dream of an education without being trapped by monetary limitations”. The idea conveyed by the baseline – “Aspire without Boundaries” – foregrounds money not as an impediment to progress, but as an enabler. Emphasizing the importance of the insight behind the brand essence, Runjhun Pacholi, GM – Strategy who worked on the brand’s strategy, remarked that “the differentiating factor about AVANSE’s positioning is that instead of basing itself on just functional benefits like interest rates or convenience, it brings out the deep emotional aspect of responsibility and self-reliance where the student is able to take control of their future without worrying about financial impediments. The brand therefore becomes a tool for them to move beyond all kinds of boundaries – geographical, economical and socio-cultural”

    Both the brand name and identity leverage the theme of unhindered progress. AVANSE comes from the French word ‘Avancer’ meaning ‘The one who advances’. The symbol is created to represent the brand as a forward, upward moving arrow and complements the intent of the company.

    Speaking about the project, Imran Patel, Senior creative group head who created the identity, remarked “Through AVANSE, the idea was to manifest the power of education as a catalyst. We felt this identity would empower both students and parents to dream bigger and higher. It’s an opportunity for parents to provide their child with a blueprint for success and make him self-reliant and the means for a student to pave their own way to accomplish their dreams.”

    Observing the importance of the engagement, Benoy Joseph, Head of Marketing, Avanse said “We were looking for a brand identity that would create a strong impact and establish affinity for the brand as a trustworthy entity with all the new age qualities that makes it a preferred and convenient choice for the consumer. When DY Works presented the idea to us, which positioned it as a fresh, contemporary brand, we knew it met all our requirements.” Avanse brings an entire new facet to the Dewan housing corporation’s vision of progress through financial empowerment.

  • DY Works appoints Lakshmi Iyer as VP marketing

    DY Works appoints Lakshmi Iyer as VP marketing

    MUMBAI: DY Works, one of India’s oldest and largest brand strategy and design firm announced the appointment of Lakshmi Iyer as vice president – marketing.

    Prior to joining DY Works, Lakshmi served as VP – marketing and group account head at Better Communications and has worked on clients across financial services, entertainment media, retail, and FMCG sectors among others.

    Lakshmi Iyer believes that this was her next logical step and she looks forward to building a good client portfolio

    A postgraduate in marketing with over 15 years of experience in the communication business, she believes that with the plethora of media available for creating branded experiences currently, it is all the more imperative for branding and communications to not operate in silos, and stay on the same continuum.

    Welcoming Lakshmi, DY Works president Alpana Parida said, “Our nature of work requires people from a strong branding and communications profile and Lakshmi has a combination of both. We are very pleased to have her join the DY Works’ family.”

    On her new role at DY Works Lakshmi Iyer, said, “This exciting role is a logical next step for me. I look forward to working with the team and building the client portfolio further.”

  • DY Works elevates Rekha Pamani-Gulati to post of COO

    MUMBAI: Rekha Pamani-Gulati has been promoted as Chief Operating Officer of brand strategy and design firm DY Works.

    Gulati had joined the company as Director – New and International Business Development in January 2010.

    DY Works President Alpana Parida said, “Rekha’s cross cultural experience and strong understanding of both the Indian and International markets will be invaluable in creating unique and meaningful brand propositions for our clients.”

    Gulati said, “I am excited to take on this new challenge. In recent years, the company has built an impressive client portfolio and strong team. As COO, I look forward to building this further.”

    Gulati has over eighteen years of branding and marketing experience across both agencies and clients. Prior to joining DY Works, she began her professional career at the Golden Tulip Hotel Chain, Ghana (West Africa). She also worked with The Concern India Foundation and DMA Branding. In 2001 she individually set up Yellow Resources – an independent branding and design team to take on non-competitive business from the successful DMA Brand.

    In 2002, she was made Director of the Alia Group and was in the advisory capacity to all group companies following which she spent much time back at DMA Branding as CEO in conjunction with New Business initiatives.