LASTS FOR AGES

TitleLASTS FOR AGES
ClientPROCTER & GAMBLE
Product/ServiceDURACELL
CategoryA02. Posters
EntrantGREY WORLDWIDE INDIA Mumbai, INDIA
Entrant Company GREY WORLDWIDE INDIA Mumbai, INDIA
Advertising Agency GREY WORLDWIDE INDIA Mumbai, INDIA

Brief Explanation

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.

The Brief

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!

How the final design was conceived

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'.

Indication of how successful the outcome was in the market

The graphic representation easily caught the eye and became a much-talked about topic on social media sites.

Credits

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