Title | LASTS FOR AGES |
Brand | PROCTER & GAMBLE |
Product / Service | DURACELL |
Category | A02. Posters |
Entrant | GREY WORLDWIDE INDIA Mumbai, INDIA |
Entrant Company | GREY WORLDWIDE INDIA Mumbai, INDIA |
Advertising Agency | GREY WORLDWIDE INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Surendra Gohey | Grey Worldwide (I) Pvt. Ltd. | Graphic Designer |
Ines Bernar Etchenique | Grey Worldwide (I) Pvt. Ltd. | Account Executive |
Vineet Singh | Grey Worldwide (I) Pvt. Ltd. | Account Manager |
Fernando Beretta | Grey Worldwide (I) Pvt. Ltd. | Account Supervisor |
Sonam G Yethenpa | Grey Worldwide (I) Pvt. Ltd. | Copywriter |
Surendra Gohey | Grey Worldwide (I) Pvt. Ltd. | Art Director |
Sachin Kamath | Grey Worldwide (I) Pvt. Ltd. | Creative Director |
Bhavesh Kosambia | Grey Worldwide (I) Pvt. Ltd. | Creative Director |
Rohit Malkani | Grey Worldwide (I) Pvt. Ltd. | Executive Creative Director |
Amit Akali | Grey Worldwide (I) Pvt. Ltd. | National Creative Director |
Malvika Mehra | Grey Worldwide (I) Pvt. Ltd. | National Creative Director |
For the battery that has always positioned itself as 'longer lasting' we needed to come up with a fresh take and approach to the proposition. We found a simple insight that the toys/gadgets you use may change as you grow up, but with Duracell, your batteries will remain unchanged.
Though the Indian consumer now holds greater purchasing power, they also want better value for money. Despite the increasing trend of 'use and throw', people in India still look for durability and that's like music to Duracell's ears!
To bring out our idea and cut through the clutter, we took a minimalistic and graphic approach towards design by carefully selecting toys or gadgets from different 'eras' and colour-coded them to aid differentiation. We placed the batteries at the centre of all three toys to give the impression/visual exaggeration that the same pair of batteries was used in all three toys/gadgets and 'Lasts for ages'.
The graphic representation easily caught the eye and became a much-talked about topic on social media sites.