PAGE 1
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
- a lacto calamine edit -
PAGE 3
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 5
GRADUATION PROJECT 2020 Sponsored By: Sparkt, India 408, Satellite Gazebo, Andheri-Ghatkopar Link Road, Chakala, Andheri(East), Mumbai, Maharashtra. Copyright © 2020 by National Institute of Fashion Technology.
Student document publication meant for private circulation only. All rights reserved. No part of this document will be reproduced or transmitted in any form or by any means including photocopy, xerography, photography and videography recording without written permission from the publisher and the student author. Shivangi Barwar Bachelor of Design, Fashion Communiction, 2016-2020 National Institute of Fashion Technology, Rae Bareli. Printed in Lucknow, India. SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
NATIONAL INSTITUTE OF FASHION TECHNOLOGY RAE BARELI
GRADUATION PROJECT AT SPARKT, INDIA
SPARKING INNOVATIONS IN BRAND COMMUNICATION - A LACTO CALAMINE EDIT -
A DISSERTATION SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF DEGREE IN BACHELORS OF DESIGN SHIVANGI BARWAR BD/16/1668 FASHION COMMUNICATION 2016-2020
FACULTY MENTOR MR SHOAIB ANSARI ASSISTANT PROFESSOR
INDUSTRY MENTORS
MR SHAMS AL SHAHID CREATIVE SUPERVISOR SPARKT, INDIA
MS DEVIPRIYA BOSE GROUP HEAD ART SPARKT, INDIA PAGE 7
certificate of completion SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
CERTIFICATE This is to certify that Ms Shivangi Barwar, (UID: BD/16/1668) of Fashion Communication department (Batch 2016-2020) at National Institute of Fashion Technology, Rae Bareli, has completed her Graduation Project titled “Sparking Innovations in Brand Communication- a Lacto Calamine Edit” at Sparkt India Pvt. Ltd. from 3rd January 2020 to 23rd April 2020 under my supervision and guidance.
MR SHOAIB ANSARI ASSISTANT PROFESSOR (FACULTY MENTOR)
MR AKHILENDRA P. SONKER ASSISTANT PROFESSOR (COURSE COORDINATOR)
PAGE 9
jury certificate SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
JURY CERTIFICATE This is to certify that Ms Shivangi Barwar, (UID: BD/16/1668) of Fashion Communication department (Batch 2016-2020) at National Institute of Fashion Technology, Rae Bareli, has completed her Graduation Project titled “Sparking Innovations in Brand Communication- a Lacto Calamine Edit” at Sparkt India Pvt. Ltd. from 3rd January 2020 to 23rd April 2020 under the guidance of her faculty mentors Mr Shoaib Ansari and Mr Akhilendra P. Sonker and industry mentors Mr Shams Al Shahid and Ms Devipriya Bose.
JURY MEMBER 1
JURY MEMBER 2
........................................................
........................................................
........................................................
........................................................
JURY MEMBER 3
JURY MEMBER 4
........................................................
........................................................
........................................................
........................................................
PAGE 11
originality declaration SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
CERTIFICATE OF AUTHORSHIP AND ORIGINALITY I Shivangi Barwar, daughter of Mr Brijesh Kumar, a bonafide graduating student with Roll Number BD/16/1668 of National Institute of Fashion Technology, Rae Bareli Campus, hereby certify that the work in this Graduation Design Project titled “Sparking Innovations In Brand Communication- A Lacto Calamine Edit” dated 14/07/2020, submitted by me for the partial fulfillment of the UG degree in B.Des (Fashion Communication), Batch 2016-2020, has neither previously submitted for a degree/diploma by self or anyone else, except as fully acknowledged within the text of this report. I also certify that the report has been originally and completely authored by me under the guidance/supervision of my project mentors allotted by the Institute/Industry. Any help that I may have received in my design/research project/dissertation and the preparation of the same has been acknowledged. In addition, I certify that all the creative and research works/intellectual content presented in this document are original and all the information/data sources- textual, numerical and visual nature, other literature used are indicated and due credit has been given in the report.
Certified by:
Verified by:
Shivangi Barwar (Student)
Mr Shoaib Ansari (Faculty Mentor)
Bachelor of Design, Semester 8 Department of Fashion Communication National Institute of Fashion Technology Rae Bareli
Department of Fashion Communication
Date- 14-07-2020 Place: Kanpur
Date: __-__-2020 Place:______________
PAGE 13
joining letter
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
relieving letter
PAGE 15
acknowledgement
“ “If the skill is easily automated, it wasn’t essential.” - Donald A. Norman, The Design of Everyday Things.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
WHAT I WANT TO SAY This document is a consolidation of my learnings from the four years of education I have received at National Institute of Fashion Technology. The past few months have been overwhelming just as they have been intensive. I would like to take a moment to express my gratitude to my mother and father who have forever been my pillar of strength. They maketh me whatever I am today and what I will be tomorrow. I deeply appreciate the assistance, help, support and guidance of numerous people. NIFT, for all the education on design, communication and life, and for being this place where I got a chance to discover myself. For being an institute which accommodated all the crazy whims and ideas. Mr Shoaib Ansari, my mentor for his invaluable outputs along the way. His thoroughness is truly inspiring. Sparkt, for offering me this opportunity to be a part of their company and this project. And for making me feel warm and comfortable. And giving me room to voice my thoughts and explore my ideas freely. I would like to thank Devipriya and the rest of my family at Sparkt, Mumbai; Shams (my industry mentor); Aashna (best sensei ever), Ritesh, Jasmine, Jinit, Shubham, Kriti, Aditya Gollapally, Sean, Ankit, Rohit, Sonia, Eshita and Dirk. All my faculties for their relentless contribution to the communication design education and sharing their wealth of knowledge to help me grow. I extend my thanks to our director, Mr Bharat Sah; the academic department and the entire teaching staff at NIFT, Raebareli for enriching educational experience during the years. My homies for staying true to the brotherhood. Aashna, Jasmine and Vishakha for always being supportive. Pranshri Gupta for hearing me out and having interesting conversations. I am forever in your debt.
PAGE 17
C ont ent
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
01
preface
02
the workplace
03
the graduation project
04
research & analysis
05
strategy, design & iterations
06
consolidation
07
conclusion
08
reflection
09
refrence PAGE 19
preface
“ “Every great designer begins with an even better story.” - Lorinda Mamo, Designer
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
MY WORK JOURNAL SAYS The graduation project is the final academic project for the student marking the end of academic tenure for students at NIFT. It is marked by substantial investigation in the field of communication design on a topic closely allied to the discipline studied. It is an opportunity to demonstrate expertise as an independent practitioner of design. It should reflect the thought leadership through creativity and innovation. The project should lead to new knowledge creations and should align with broader objectives of the institute. “Sparking Innovations in Brand Communication- a Lacto Calamine Edit” is a Graduation Project of Shivangi Barwar, majoring in Fashion Communication from National Institute of Fashion Technology, Raebareli. “Sparking Innovations in Brand Communication- a Lacto Calamine Edit” project talks about revamping the digital communication of a cosmetic product under the name LactoCalamine of Piramal Healthcare and reimaging of the product in the eyes of the consumers and the mass market.
PAGE 21
the workplace
“ “Creativity is nothing but the way to design the invisible.” - Prof.Salam Al Shereida.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Sparkt is a collaboration of data sciences and emotional intelligence to bridge needed gaps with creative and experiential solutions both for brands and consumers. It was started in the month of May in 2016. Naturally positioned at the sweet spot of culture, design and technology due to the diverse backgrounds of its co-founding team, Sparkt has aligned to produce not just numbers but differentiated in worldclass experiences.
future, Sparkt is committed to giving equal importance both to its clients and to its own culture. Sparkt-ians believe that their value comes from the collective culture that they build together everyday. Their pursuit is the feeling of going back to school and to keep learning and evolving.
With a vision to mount an extraordinary creative workforce for the present and the
PAGE 23
the creative team
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
At Sparkt, each and everyone’s ideas are heard and discussed. The plus point of being at Sparkt was, nobody, none of the people at Sparkt ever treated me like an intern and always made me feel warm and comfortable as a fellow employee. All the negative notions of intern life came to an end in the very first week when I was handed over a work of Sarva Yoga Studios. Shams, my mentor is a very skilled sketching artist and a pro at Photoshop skills, made me realise there’s so much more than just the academic knowledge and a lot more to explore in Photoshop. He helped me hone my skills in lights and shadows as well. My fellow colleague Aashna, who has never been less than a mentor to me. She really is the best senior that I never had at college. She made me aware of how important it is to thoroughly cross-check designs before sending over. In her, I find myself.
Ritesh, who helped me with the laborious work and taught me it’s more important to work smart, logically and tactfully rather than laboriously in the advertising field. He taught me so many clever tricks present in the software that I wasn’t aware of. Jasmine, my soul mate at work has helped me hone my skills at Adobe Illustrator and have always saved my life by telling all the shortcuts that I never knew of. I owe her for my good health as well; since she reminded me every day for lunch. Devipriya, is the art director at Sparkt. She is a motherly figure for all at work and has always treated me with love and patience. She made me understand the whys of the basics of graphic design. Along with others there were more- Vikas, Rohit, Anmol, Shubham and Jinit helping the team with brilliant animation and cinematography skills.
PAGE 25
the graduation project
“ “Perception is determined by memory” -Aldous Hexley, Writer and Philosopher
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
INITIAL BRIEF With several rebranding exercises done already in the past few years, Lacto Calamine had seen expansion into two skincare categories with solutions for different skin types from being just one moisturizer product brand. While Lacto Calamine had established credence with the woman who equated beauty with simplicity, it is time to ladder up to a larger and aspirational space. It is time to connect with a ‘self-assured’ woman who makes informed decisions in a different space. The brand needs alignment with a new image without losing its core of simplicity and positioning. From being present in basic categories like moisturizing, face wash and face scrub, the trade-up is also about introducing newer products in sun protection and skin renewal space that come with definitive promises and differentiation. The challenge is to create a new image, closer to confident women of the current generation, that carries simplicity from the past and also looks believable as an advanced skincare solution expert with a growing portfolio overlooking its image of medicinal usage to beneficial everyday use cosmetic product. Duration: 16 weeks
PAGE 27
why this project Being a teenager, a few years back; I was indulged in using a lot of beauty products. Every day a new creme, souffle, mousse, lotions, balms, moisturisers, et al. would launch and I would want them all. Why? Maybe because of the smell, but by then to realise what it smelt like I hadn’t bought it. Then, what else. Maybe the feeling of FOMO or having something new. Maybe, but being gen Z, I personally never had that feeling of FOMO back then. What else? It was the advertising- their way of promoting these products that felt attractive, that felt compelling and forced me to force my parents to give me these products. Being good parents and I being the academia daughter got whatever I wished. Those TVCs were attractive but most attractive was the type of ads they did in newspapers and magazines. They played around the creative and even added samples so lucrative to attract customers- not only their potential audience but beyond them as well. There would be samples of creams and even scents that I remember. It was a fascination to open those sachets and unveil the fragrance which was so sweet to be ignored.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Little did I know, this would show up in the later years of life. When there came the day of premier for acne and pimples in the other half of my teenager life, I realised that there are different skin types and things on your face should be according to that skin type. This acne was hard to deal with and gave a moral breakdown. This is when I realised that having oily skin is hard to maintain. You can’t just dab a moisturiser to moisturise it and supply it neither you can wash your face 10 times to remove excess oil as then essential oils from the skin are stripped too, making your skin dry and hence triggering the action of more oil production. Then came the Lacto Calamine lotion in my life, which was suggested by a family doctor as I faced rashes and skin burns due to excessive washing of my face. It did wonders on my skin and I was forever grateful to that. My skin started glowing and blooming like a younger 10 years old me but wait, I was a Gen Z; my mother kept on using the lotion forever after whenever someone got zits in the family or even the rashes but me being a forward generation got swayed by the Digital Media-Instagram and Facebook ads now. I started following beauty
bloggers who came to know of different other brands manufacturing lotions and again started using and implementing all of them changing the cremes according to the changing season and soon my skin was the same again (with acne). And this time, I went to a dermatologist, got myself checked and started having medicines and not stepping out in the sun but I completely forgot about Lacto Calamine. When in office, this project came from Piramal Healthcare to revamp the image of Lacto Calamine, I could really relate to the problem because I was one of them. For years, they have been trying hard to reimage themselves in the public. So, it was quite a challenge to pick this up. The reimaging of the brand was quite a task. It is difficult to switch people’ perceptions of a medicinal product to one of a cosmetic product. The corporate and marketing materials, from the simplicity of the stationery to the richness of the creatives to the playfulness of the interaction. The identity or the image change should work on different visual wavelengths but it should all feel consistent and coherent at the same time.
PAGE 29
project timeline
DESI PRINC
Project Brief
DISCOVER
DEFINE
METH BAN
JANUARY
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
FEBRUARY & MARCH
The diagram is an interpretation of the double di amond process, illustrating the sta ges of divergence and convergence in a typical design process. The problem-to-so lution; intent-todeliverable progre ssion defines both the creative and an alytical abilities of a designer. Plot ted here are the various stages ac ross a monthly timeline . This is representati ve of the timeline of the project (pre-C OVID).
IGN CIPLES
DEVELOP
DELIVER
Outcome
HOD NKS
MARCH
APRIL
PAGE 31
what is this thin line?
branding
is this important?
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
what is advertising then?
are these two different?
re-imaging
how does it affects a brand campaign?
PAGE 33
branding
The need to identify things with symbols or letters has been a common practice for more than 5000 years. It started with the earliest practice to deter theft by branding livestock. The earliest marks determined ownership of an Egyptian brick. With the Industrial Revolution, there was an expansion of logos as mass-produced goods flooded the markets. Today, we are surrounded by a world with a rich and almost chaotic visual landscape. Logo design is in the middle of another major transmission. It is not limited to static and rigid visual systems. We live in a world with a multi-platform environment.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
A brand is a perception formed by the audience about a company, person or an idea. To succeed in branding, it is needed to understand the wants of the customers and the prospect. Brand Development can’t happen overnight, it’s a tedious task. Effective branding, attached to strong brand values not only promotes sales of the product but also the sales of the brand(other products associated with the brand) as a whole.
advertis
Advertising is a component of branding. A brand and help it to achieve its desired por trust in the marketplace. In advertising, inno idea is to create a customer-centric cam attention and help in the conversion of a brand.
PAGE 35
sing
“ Every time a message seems to grab us, and we think, ‘I just might try it,’ we are at the nexus of choice and persuasion that is advertising.
Advertising strategies are a reflection of the rtrayal. It promotes the product and creates ovation and creativity play a major role. The mpaign that would leverage the reach, hold potential customer into a consumer of the
PAGE 36
re-imagining
When a product reaches the stage of saturation in sales or if it deviates from its intended audience, critical challenges come up, such as differentiation. An organisation or a company should never forget that it isn’t the brand which makes a brand but the experience that brand offers. The brand exists in the mind of the customer. Hence, it is necessary to stimulate this experience from time to time, both online and offline. For redesigning or re-imagining the visual identity of the brand, it is important to understand the brand’s origin as every brand has a history behind it. Every existing
brand undergoes various stages of growth since its inception to its establishment. For reinvigorating the experience, it is important to introduce the new image of the brand to the customer but to tell them what’s new in it or the lost significance of the product. Before letting the prenotions about the product get over, it is always and foremost important for to understand the product and the client’s perspective.
PAGE 37
research and analysis
“ “Good, sound research projects begin with straightforward, uncomplicated thoughts that are easy to read and understand.” John W. Creswell, Research Design: Qualitative, Quantitative, and Mixed Methods Approaches
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
initial research ABOUT THE LACTO CALAMINE LOTION Lacto Calamine Lotion is a product of Piramal Healthcare. It is a water-based, oil balance lotion which helps in controlling excess oil and making the skin more supple.
ABOUT THE PIRAMAL HEALTHCARE Piramal Group is a diversified global business conglomerate, which has presence across various sectors such as healthcare, life sciences, financial services and real estate to name a few.
POINT OF DIFFERENCE Unlike the regular calamine lotions, it is infused with kaolin clay, zinc oxide, glycerin, neem and Vitamin E. Unlike the medicinal lotion, this one is creamy and helps to moisturise skin along with treating the acne-prone skin.
PAGE 39
difference between lotion and moisturising cream
The biggest difference between lotion and cream is that lotions have higher water content. A lotion is typically a mix of water and droplets of oil, is lighter weight than cream, and is non-greasy. Creams are thicker in consistency than lotions and provide a barrier that keeps skin ultra-hydrated. Creams do feel greasier than most lotions because of their higher
WATER
LOTION
percentage of oil. Creams are used to treat and prevent dry, cracked skin while keeping it supple and moisturized. Because it provides a barrier that provides ultrahydration(because of high-content of oil), it’s best for dry to excessively dry skin and for normal skin during the harsher winter months.
MOISTURISER
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
CREAM
OIL
the upon d n e p ht de r if It mig weathe e h t pe or it or skin ty sturise i o m o s t skin it need ion of t a r d y ut h the not. B dless of r a g e r tial or is essen ly skin i o n a r be it weathe kin . a dry s
need to understand the equation of oil and water
Hydrating products hydrate the skin cells, i.e. increase their water content. Moisturizing products, on the other hand, help to prevent trans-epidermal water loss also known as moisture that evaporates from the skin—reinforcing the skin’s barrier function. A well-functioning skin barrier is important for keeping bacteria and chemicals from entering the body and to keep the good stuff (including moisture) from leaving the skin. Dehydrated skin describes the state of the skin: it lacks water, and this can manifest as tight, dry, rough, or peeling skin, and sometimes with sensitivity and redness if the dehydration is severe. Dehydrated skin is caused by external factors like—not drinking enough water, the diet, caffeine
consumption, and the climate. This is different from dry skin, which is something that is uncontrollable. Dry skin describes the skin type: it produces very little oil (sebum). It’s possible to not produce much oil, yet have normal levels of hydration or moisture (i.e., water) in the skin. Dehydrated skin needs a hydrating product, while dry skin needs oil and a moisturizing product. It might depend upon the skin type or the weather if it needs to moisturise it or not. But hydration of skin is essential regardless of the weather be it an oily skin or a dry skin.
need to moisturise and hydrate PAGE 41
brand strategy
A brand is a competitive offering with unique functional and emotional associations. Hence, the associations connected with the brand reflect rational and emotional benefits. The associations need to be enduring because they give the brand sustainable differentiation in the long run. Strategies associated with the brand should be taken into account for the long-term impact of brand associations. What differentiates Lacto Calamine from other FMCG products is that it comes more from a ‘do-good’ space rather than ‘feel-good’ space.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
brand philosophy
Lacto Calamine is a trusted skincare product in households across the country. Lacto Calamine has combined consumer research along with the philosophy of uniting science to create a unique formula that provides up to eight hours of oil-free skin. The products are clay-based Kaolin with three-way action, which only removes excess oil, retaining essential oils, and protecting the skin from bacterial infections, making it an essential product for people prone to oily skin, and offering a complete regimen. The brand believes in doing good essentially.
PAGE 43
past practices
Lacto Calamine wishes to outreach and appeals younger audience but due to improper practices sustained by the brand, this is a big hindrance for their step of expansion. Right now, Lacto Calamine is following an advertising approach which isn’t even more worthy than word of mouth.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
The brand successfully gets to broaden its customer more through testimonials talking about the experience of real people. Hence, social devices need to be revamped for a successful broadening of the consumer base and revamping the product image. What needs to be done is a consistent, interactive and qualitative approach from the brand on social media, so as to establish and maintain its presence on all the available channels such as Facebook, Instagram, Youtube, Twitter etc. We live in a world which is run by the smart devices and people are way too engrossed on social media platforms these days, be it 42 years old or 22 years old. Hence, a consistent presence on social media is required to thrive in business these days. There are various startups known to thrive due to their remarkable presence on
digital media platforms. On researching the presence of the brand in the market, several loopholes were found in the marketing. Advertising as a tool for communication wasn’t making a cut. The content was inconsistent across the platforms as well as not punctual. To reach out to maximum number of people and make a lasting impression, it is important to curate content and give it to your audience. The brand as wishes to reach out to the ‘self-assured’ women of today who makes informed decisions, it is important to push these women around us forward along with the content. To create an impact through digital media, it is important to plan out the content or digital feed in advance. It is important to create content in sync with your goals while keeping in mind to interact with the audience.
PAGE 45
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 47
competitors’ practices
Other major competitor brands in the zone of skin-care products for sensitive to oily, acne-prone skin have been seen to be consistent in their content on digital media with innovative and new content daily. They have used photographic approach rather than a vector and have always tried to connect with the consumer.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 49
campaign mistakes
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Rebranding has always been a challenging process where the message is altered without altering the essence of the brand. A lot of time is spent while establishing a brand but a simple mistake can make the years worth of effort go in vain. All branding mistakes are not equal. They can be done deliberately or mistakenly. If the rebranding fails due to a mistake the repercussions are also felt on the financial front of the company. For example, Dove has often seen to be at the centre of public furore following various advertisements which were offensive to people of different ethnicities. It was accused of racism in terms of colours by depicting the subject of advert turning from black to white after using the Dove Body Lotion. The short video advertisement by the brand was intended to convey that Dove is a celebration of diversity and present for every woman but they clearly got it wrong. Apart from the mistake of Dove, other brands like Nivea have also committed a fair share of mistakes, where creative execution or copywriting mistakes have created PR damage. Several b r a n d s had succumbed to inconsistency in advertisement or content on digital media. Inconsistency aids in the failure of an advertising campaign. If the brand is focussed on a generation which is dependent on digital gadgets, if you miss a medium you miss the target.
PAGE 51
customer persona
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
The current consumer base of the Lacto Calamine lotion includes everyone. Over the years, it has more of being a medicinal lotion than an everyday cosmetic lotion with benefits. Lacto Calamine has successfully established credence with
the woman who equated beauty with simplicity over the years. Now, the brand wishes to ladder up to a larger aspirational space and connect with a ‘self-assured’ woman who makes informed decisions.
PAGE 53
stratedy, design and iterations
“ “Visual Design is a science which involves visual representation to an appropriate audience.” - Bine Moukori.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
VISUAL DESIGN INFERENCE IN BRAND SALES Sales are all about marketing. It is a game of winning new customers or clients, mostly without them having to make a purchase. This is how visual design solves sales problems. Marketing focused visual design helps consumers understand the product offering. It garners attention towards the brand and if effectively done, can increase the recall value. The three main problems visual marketing faces is the information overload, time and storytelling.
DESIGN BRIEF • Create a well planned social media campaign for Piramal’s Lacto Calamine Lotion spread across digital media platforms and print media to reach the younger audience and change the product image of ‘medicinal’ to an ‘every day, anytime, anywhere use’ product. • Communicate the products in the lotion range of Lacto Calamine while focussing on the promises and differentiations offered by the product.
PAGE 55
mood board
Mood boards serve as translators of thoughts and emotions which gives a visual consistent collage of pictures as the result. It triggers emotions by giving others an idea of the look and feel of the emerging design. Here is the mood board for the campaign. It encompasses the look and feels of the campaign. The mood board is inspired by the trending campaign designs as well as appreciated campaigns. It talks about to do good. Also, this is a contemporary and modern approach to digital campaigns by not
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
overcrowding the visuals but focussing on the appeal. The board has a feminine appeal to it which is clean and desirable. It talks about beauty in a refreshing manner. It gives a quick peek into the would-be colour palette of the campaign as well without losing the elegance. The board clearly goes with the brand and brings out the new in it while keeping the identity intact at the same time.
PAGE 57
PRIMARY COLOUR
colour palette
Middle Purple
Cotton Candy
Dim Gray
#dd8cbb R 221 G 140 B 187 C10 M55 Y0 K0
#f1bdd7 R 241 G 189 B 215 C3 M31 Y0 K0
#6c6b69 R 108 G 107 B 105 C28 M50 Y51 K18
Keppel
Powder Blue
#38b29f R 056 G 178 B 159 C72 M5 Y46 K0
#b2ded7 R 178 G 222 B 215 C29 M0 Y17 K0
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
#00ad7f R 000 G 173 B 127 C79 M4 Y67 K0
#6fc394 R 111 G 195 B 148 C57 M0 Y55 K0
TERTIARY COLOUR
Ocean Green
Antique Fuschia
Ecru
#a16791 R 161 G 103 B 145 C40 M69 Y20 K1
#ad9a5f R 173 G 154 B 095 C33 M33 Y73 K4
SECONDARY COLOUR
Green Munshell
tertiary and secondary colours can also be used for creating gradients apart from texts and elements
Silver Sand
White
#c4c6c6 R 196 G 198 B 198 C23 M17 Y18 K0
#ffffff R 255 G 255 B 255 C0 M0 Y0 K0
Platinum #e2e2e2 R 226 G 226 B 226 C10 M7 Y8 K0
PAGE 59
key words
Keywords are key phrases as the name suggests. It not only helps the audience or the people on the internet to search online for targeted results or draws targeted audience to your social handles but also helps in a directional content curation or generation. Keywords provide a focus for allthe strategists, the copywriters, the designers, and the marketers for successfully developing the campaign without derailing the focus. The suggested keywords from the brand that is to be worked upon are doing-good, healthy lifestyle, independent women, choices and asking questions.
hasn’t been able to garner the attention of the young generation that they are keen to target. The brand wants to reach a younger audience without alienating them from their existing customer base. It also wants to ommunicate the goodness of the product and reach out to people with different product offerings from the range of Lacto Calamine. So, for this campaign to be a success, the only hindrance that needs to be covered is the use of proper social and digital channels with a consistent approach to connect with the audience.
Lacto Calamine has been using these keywords to create TVC for the brand from the past few years but
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
The Keywords for this campaign are on the left. Now that we have the keywords, let’s start with unlocking this campaign.
The keywords are:
DESIRABLE,
YOUNG,
CONTEMPORARY,
REFRESHMENT,
HEALTHY LIFESTYLE, FEMININE, INFORMATIVE.
PAGE 61
brand voice
The brand voice defines the tonality of the campaigns for the brand altogether. It develops the brand personality. Lacto Calamine is a brand which is urging the women to take stand for themselves and bring a change. It is about making them confident in their own skin and break the stereotypes of society. It talks about bringing change in the patriarchal society of India. The brand print for the voice is: “ ‘A’ ke baad ‘B’ hi kyu? 2(do) ke baad 3(teen) hi kyu? Kyun raat ko sadkon par ghoomne ki manahi hai? Ladka ladki ke liye rule book alag alag kisne banayi hai? Kyun household chores Ek ladki hi kare? Kyun raton ko public transport se traavel na kare? Kyun gossips hain only women stereotyped? Kyun nahi chalte stripes pe stripes? Kyun hai ladkon ka appraisal high? Kyun nahi hai unke pehnave par koi manai? Kyun hai ye gender-age gap?
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Kyun lagate hain ye humare ambitions pe gap? Kyun hai make me a sandwich jokes funny? Kyun bulate hain babe, honey? Kyun shaadi hone pe value kam ho jati hai? Kyu promotion par pregnancy ki baat aati hai? Don’t just accept things, Always ask why? Jaise why oil-control creams make my skin dry? Kyun dry out karna hai oil from oily skin? Kyun lag raha hai apni hi skin ka future grim? Jab chahiye balance to why look for control? Question your creams, question them all! Kyuki acha hai puchna sawal. Humesha sawal karo aur aage badho. Apni cream switch karne se mat daro. Sawal Karo, Switch Karo.” The call to action tagline for the campaign will be: ‘Sawal Karo, Switch Karo’ (As after all, the brand is telling that its time to make a switch.)
PAGE 63
campaign plan
The planning of this campaign wasn’t just personal to me as well as to many of my colleagues who have used the product and loved it. It took us a few sleepy days, coffee brimmed nights and many trash in the baskets to final one road. Sawal Karo (#SawalKaroSwitchKaro)
it. Except for the most part, we’ve been brainwashed to not even see most of these things.
Wherever we go, you can always find manifestations of the conditioning of a patriarchal society. Whether it’s your mother saying you shouldn’t go out late. Or a billboard for a men’s deodorant that’s objectifying women. There’s no denying
By encouraging people to ask questions close to their heart: Sawal Karo. That’s when the switch will happen.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
So what can we do about it? How can we create a movement that could add a little balance to the world?
PAGE 65
Phase 1 The Beginning To kick this off, we go out on the streets and interview women from across the country. We ask them to think of their experience with the world so far and then ask them a question: As a woman, if you had a question to ask the world, what would it be? We also ask to a few
the same question inspirational and influential women from different walks of life. We record their reactions and questions. And package it as a film. The messaging will be clear: “Society has conditioned us all to accept what we have been told. Let’s not follow blindly. Let’s ask the right questions and change our tomorrow. #SawalKaroSwitch Karo” We then share this film on all our digital platforms, opening the conversation to everyone on the internet.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Phase 2 - The Push We then get the influential women from the video to share the video on their pages, opening t h e conversation to t h e i r followers. A day later t h e y ’ l l take the conversation further by sharing an image of themselves with a question. This will build credibility, by showing that they’re not just sharing a video from Lacto, but they’re taking this seriously. This way a push would be given too the brand consumers and indirect audience.
Phase 3 - The Finale `For the finale, we take the questions with the most voices and address them. We have our panel of influential women sit together at a round table, and address their views and probable solutions to the many questions that have been asked. They finally talk about their views on how they think the switch from the questions can be brought out.
PAGE 67
content strategy The content has to be centred around the selfassured and independent women who are not afraid to ask questions or make a change/switch. Keeping that around the keywords that were to be kept prominent in this new campaign. The ideas w e r e sketched and edited to get along the final ones. It took a little while and the content for
in mind several ideas were pointed out the campaign was divided/segregated into buckets according to the subject of address in them, so as to if a social calendar was to develop in the later stages of the campaign, it could do so without any trouble. The first step in planning the content was to create the key visual c o n t e n t The Key Visual as it would d e t e r m i n e Key Visual(KV) is a crucial advertising image that is used the entire to establish communication with the consumer. The c a m p a i g n . visual image in brand advertising serves to identify it and It is the emphasize individuality and style. The key visual should p r i m a r y form in the consumer’s mind a set of positive associations. c o n t e n t The more positive associations, the higher the sales will or design be. After conducting a comprehensive analysis of the that goes product, the target audience and competitors, marketing air, hence experts team, designer and copywriter develops ideas for should be a key visual. We rely on the vector of the brand, its history, p o w e r f u l values and positioning. e n o u g h Hence, the planned KV was something like this: to create anticipation. Visual: A regular everyday girl Visual copy: First Copy: Are oil-based creams making your skin more oily? Second Copy (Call to Action): Sawal Karo, Switch Karo. Product: Lacto Calamine Tagline: Daily Oil Control
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Once th e KV is decided forward , it ’s ea with oth sier to m er ideas key grap ove as this d hic elem ecides th e nts and taken fr e the appr om the oach bei mo From h ng ere onw od board . ards, th segregate e conten d into: t bucke t is • Educa tion • Produ ct Benefi t • Interac tion • Usage • Ingredi en • Preven t tion • Behav iou • Pop Cu r ltures • Generi c Social Media • Sawal Karo Sw itch Kar • Comm o (I on Q&A Creative n Life) (answer s ing the question • Sampli s) ng • Topica l Apertu res • Podcas ts
PAGE 69
Some of the buckets were later changed and merged into one. Here is the updated list of content bucket of the campaign.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 71
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 73
After a off and such as podcast
few reviews, SKSK in life bucket was struck several new sub-buckets were clubbed under the need of the product under education and under interaction .
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 75
typeface Lacto Calamine has been using Bebas Neue and Lato as their type face for a long time. Changing the typeface for a campaign communication could hamper the identity and won’t give credibility to the brand. Here are the english fonts being used currently:
Lato Semibold
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 + - * / ! @ # % & ( ) { } [ ] ; : ‘ “ , .? Lato Italics
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 + - * / ! @ # % & ( ) { } [ ] ; : ‘ “ , .? Lato Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 + - * / ! @ # % & ( ) { } [ ] ; : ‘ “ , .? Bebas Neue Regular
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 + - * / ! @ # % & ( ) { } [ ] ; : ‘ “ , .? SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
image bank The images for this campaign have been retrieved from stock image providers. For this purpose, multiple websites such as Unsplash, Freepik, Shutterstock, Dreamstime and ImagesBazaar. Although the ones finalised by the client were from ImagesBazaar. ImagesBazaar is an Indian stock photo, video provider which offers an immense advantage with its vast database of images and videos that are reflective of India. The campaign SawalKaroSwitchKaro also required Indian faces at all times which aren’t model looking/ professional shoots/artificial imagery. The picture should reflect an average Indian girl without spreading a feeling of inferiority amongst the audience. To do so, from a vast collection of ImagesBazaar, few photos were selected and served as the bank for the brand campaign.
PAGE 77
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 79
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 81
Few images were provided by the client from the previous campaigns but were later used in the campaign visual’s iterations after feedback from the client so as to maintain the connection between this and last campaign.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 83
push to design The first step of design is thinking and jotting down the ideas. One might scribble or draw or just bullet it down in a journal/digital journal. Then a rough sketch is prepared and the sketch is brought to life through a digital media. In this campaign, the first design would be of ‘Sawal Karo Switch Karo’ would be to define, design and develop a hashtag unit for the campaign name.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Some digital exploration of the sketches for SKSK unit.
PAGE 85
‘SKSK’ unit lockups
The ones here are the final lockups for the hashtag unit of the campaign. This unit has to be present in all advertisement creatives designed for under this campaign. These will be used for the campaign running in English while other units will be used in vernacular languages and will run according to the geographics. Also, apart from the two colour variant corresponding to the bottle colours of the LactoCalamine lotion, a variant in white is necessary for use against dark backgrounds. This unit does not end here. It gets converted into an animation where the words ‘switch’ into different Indian languages. SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
k
vernacular language units
hindi
bengali
gujarati
kannada
marathi
PAGE 87
designing the key visual
The copy for KV is: Visual: A regular everyday girl Visual copy: First Copy: Are oil-based creams making your skin more oily? Second Copy (Call to Action): Sawal Karo, Switch Karo. Product: Lacto Calamine Tagline: Daily Oil Control Along with the copy, the logo of the brand should also be present in a fashion where it doesn’t hover too much space or becomes too little to be visible. Few explorations for layout are done on paper and the one which suited the best is further explored digitally before reaching one lockup. Here, the client resorted to having two key visuals for the campaign. The development of elements on the visual of the campaign was inspired by the packaging of the bottle itself. The horizontal bars and droplets were taken thereof. These two elements were explored and tried in different colours from the palette.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 89
locking the key visual
Out of the different layout options explored, two of them were finalised to be the KVs for the campaign. These Key Visuals were then adapted into a square frame of resolution 1000px X 1000px for digital media and was animated.
The development of elements on the visual of the campaign was inspired by the packaging of the bottle itself. The horizontal bars and droplets were taken thereof. These two elements were explored and tried in different colours from the palette.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 91
key visual adaptations
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 93
client iterations (image)
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
These changed images are of the brand phtoshot from the previous campaign. This was a client suggested iteration to show linkage between the campaigns. Hence, these images were switched in the video slates of the campaign.
PAGE 95
designing content bucket After the ‘SKSK’ unit and Key Visual lockup, it was time to move forward with the campaign visualisation as most important things were decided alreadya basic layout and fixed units that needed to be constant throughtout the visuals of the campaign.
cc is the creative’s copy whereas wc stands for wall copy.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
education I So as a starter two posts were defined from the education bucket of the campaign. EDUCATION-I CC: Why do we need oil in our skin? Oils are of two types, essential oils retain the required moisture in our skin without making it look oily Tabular Data: Essential oil - Excess oil Moisturised skin- Greasy, oily feel Hydrated skin - Relatively less hydrated Aids in slow ageing - Open pores lead to breakouts Makes the skin naturally immune to damage - Prone to skin damage Oil is essential for healthy skin. Switch to Lacto Calamine and restore the oil balance. WC: Are oil-based creams making your skin more oily? Question your oil-based creams and restore the oil balance in your skin with Lacto Calamine.#SawalKaroSwitchKaro The aim of this is to present the information in a way that it doesn’t feel ‘littered’. Not a minimal approach but a simple approach without being too bold and crowdy on the visual front because this bucket is educating the consumers and not about brand/ product specifications. The text was in tabular form or pointers in a carousel. For these, many templates were sketched on a paper and one was finalised. Oil drops were categorised into two and hence created likewise with a little differently so as to distinguish between the two types of oils. So the approach for this was decided to be typography so that the visual look attractive with the text as well since there is a lot of text.
PAGE 97
designing the visual For this content bucket of the campaign is based on educating the consumers the key difference between hydration, moisturisation and key terms related to skin needs, we couldn’t choose a key standard colour to be either in the keppel family or cotton candy family; hence decided to keep it neutral and go forward with a gradient of dim gray and silver sand as the background (bg) colour. The next challenge in designing the visual was to determine the principal visual element in this creative. Since this creative is talking about different types of oil in our skin and its need, hence the principal element to play with is the oil droplet which needs exploration. Both of them (the key topic) are oils of two different types. To show a subtle yet notifiable difference, the colours can’t be kept same as one is essential and important while other is harmful thus the beneficial one is depicted in blue colour and the non-beneficial one is depicted through a muddy yellow colour.
il? ential o ss e n a e for why blu oil ssential e n i d e us to the blue is cording c a s a n gy, the depictio sycholo p n a m hu nse of popular kes a se o v n i r ou curity blue col s and se s e n m l a c ave purity, olours h c s a e l n the in peop otions i m e e k o v to e proven mind . human
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the first slate of the carousel
PAGE 99
designing the visual
the second slate of the carousel
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the color explorations of the principal element , i .e ., the oil droplet
PAGE 101
designing the visual
clockwise on this page (from top left): third slate, fourth slate and fifth slate. These five slates complete the first carousel in the education bucket. The default size in which the creatives are designed is 1080px by 1080px.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 103
educat ion II EDUCATION-II CC: What’s the difference between hydration and moisturisation? Hydration = water Moisturisation = oil Balanced skin = moisturised + hydrated skin Question your skincare routine, #SawalKaroSwitchKaro to Lacto Calamine. Image description: a slider which goes from hydration to moisturisation WC: No matter what your skin type is, both hydration and moisturisation are integral to healthy skin. Lacto Calamine does both, all the while restoring the oil balance. This was again a carousel. It had to show hydrated skin and moisturised skin. So the approach for this to be a tad interactive and quirky which invites the audience to slide. Hence, it was made a 3 slide carousel. The image of the women was divided into two to show the slightest visual difference between hydration and moisturisation. The background of the visual was chosen to be a dim grey and silver sand gradient. Here, the middle purple or keppel or cotton candy or blue colours weren’t chosen as they would signify a certain product categorisation in consumer’ mind. Also, since its the same content bucket (i.e., education), hence changing the basic template would not be a good thing to do in order to maintain the credibility of the brand. This creative has 3 slates stating a clear equation of what is hydration, what is moisturisation and what is a balanced skin. This had to be neat and interactive for consumers to understand it perfectly. Hence, a swipe direction has been givn on first two slates to engage the audience and also give them a direction.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the basic exploration of slates
some rough digital exploration of slates
PAGE 105
designing the visual
clockwise on this page (from top left): first slate, second slate and thirs slate. These three slates complete this carousel of the education bucket. The default size in which the creatives are designed is 1080px by 1080px.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 107
product benefit This is a content bucket which would talk about the benefits of the product i.e., Lacto Calamine lotions. It would elaborate on how this one product offers multiple benefits that can replace the need for multiple products. CC: Pimples - gone Blackheads - gone Whiteheads - gone Open pores - gone Excessive oil - gone Can your face cream do all that? WC: #SawalKaroSwitchKaro to an all-in-one cream. Try Lacto Calamine. This was going to be an animated creative rather than static. So the frames have to be taken care of that they convey the said message effectively. For designing an animated creative, it is important to keep in mind the duration of the video and a strong visual concept. The copy tells about the benefits of using Lacto Calamine over other topical creams. Hence, it is important to visually grasp the concept of copy in the creative being designed. Incorporating video advertisements on digital platforms increases the outreach of brand communication and its success depends on its length or duration. Video marketing has proven to grow revenue faster than other strategies. There is always a twofold goal to be considered while creating video ads: 1. Engaging the audience. 2. Keeping them engaged. Hence, a video should never be too long! For the aforementioned creative, the animated frames were kept minimal. The texts accompanied a relevant element in each frame. Example: A pimple’s frame would have graphics of pimples surrounding the text which would be knocked out by a bold ‘GONE’ (text). A similar pattern would be followed until the last frame which would show the bottles of Lacto Calamine lotion. Also, since this bucket is talking about the product, the background is chosen to be representative of the product. The background is a solid cotton candy colour with white text and Keppel ‘Gone’. The estimated duration of the video was 30 secs but when animated it was 25 seconds.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the basic exploration of slates
digital representation of graphic slates
PAGE 109
designing the visual
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the look and feel of the animation as a static representation. the ‘gone’ is depicting the product in animation which is pushing these unwanted problems of skin away. (left page) (clockwise from top left): frame 1, frame 2, frame 3 and frame 4. (this page) (clockwise from top left): frame 5, frame 6 and frame 7.
PAGE 111
designing the visual
(this page) (clockwise from top left): frame 8, frame 9 and frame 10.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
(this page) (clockwise from top left): frame 11, frame 12 and frame 13.
PAGE 113
designing the visual
(this page) (clockwise from top left): frame 14, frame 15 and frame 16. (right page) the last frame.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 115
ingredient story Ingredient story is another content bucket. This focusses on the benefits and details about the ingredients present in the product. It elaborates the life cycle, geographical availability, benefits, etc of the ingredients present in the lotion. The copy of a creative from this bucket looks like: Visual: Kaolin Clay CC: Are the ingredients in your skin product a right match for your skin? Kaolin Clay absorbs excess oil exfoliates the skin fights acne reduces levels of pore-clogging oils, dirt, and toxins reduces skin inflammation Leaves your skin soft and nourished Sawal Karo. Switch Karo. Lacto Calamine Daily Oil Control WC: Every ingredient has a specific property. Make sure you know how they help your skin. #SawalKaroSwitchKaro This has to be an animated video. Hence the frames have to be designed. This creative talks about the benefit of the ingredient- ‘Kaolin Clay’ present in the product. It points out the 6 benefits in a pointer form. The creative features Kaolin Clay, hence a royalty-free image of the kaolin clay was downloaded and converted into a cut-out. Following which, generic lotion images cut-out was done as well. For a pointer to be attractive, it should contain a visual as well. So, icons have been used to represent the 6 benefits of Kaolin Clay here. The icons were first roughly explored with pen-paper and after few digital renditions were finalised. The chosen background for this creation was a radial colour gradient of Keppel and Powder Blue. A fixed colour wasn’t determined for the entire bucket as this bucket was about the ingredient and should’ve colour liberty thenceforth.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
icon exploration
PAGE 117
designing the visual
icons designed for pointers
The above image of Kaolin clay was cut out to make a png for the animation frames. The animation would start from frame 1 where the generic products come fade-in into the frame accompanying the question of the first copy. Then these generic products would exit sidewise and the text would fade. Here, comes the second frame where clay fades in the centre of the visual and then transitions its position to the left side where the third frame starts. From the clay bowl on the left, the six circles evolve with a smooth transition and slowly each point fades in with accompanying text. Each element spins and dissolves when the last frame comes into motion. The total duration of the video is 21 seconds.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Frame 1
Frame 2
Frame 3
Frame 4
PAGE 119
usage I This is a content bucket which describes the way to use the product. It also distinguishes between the product range and speaks about different offerings along with how and when to use it. The copy for this is: CC: Do you have oily, normal or combination type skin? Lacto Calamine for Oily Skin Absorbs excess oil Uses Kaolin Clay therapy Helps unclog pores Lacto Calamine for Combination to Normal Skin Uses 3-way action Provides oil balance for up to 8 hours Aloe absorbs excess oil in T-zone There’s a Lacto Calamine for every type of skin. Sawal Karo. Switch Karo. WC: From oily to combination, with Lacto Calamine, we’ve got them all covered. Question your skin type and get the variant which suits you best. #SawalKaroSwitchKaro This creative distinguishes between the two product range of the Lacto Calamine lotion and their use according to the skin type. It states 3 pointers that demonstrate the characteristics of the product range. This creative is a video as well and hence it frames have to be created. The first step included a few rough sketches and mental makeup of a layout that the creative would follow and then digital renditions. This creative also had the drop element. The drop was used as a background for text placements throughout the visual.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the basic exploration of slates
the digital exploration of frames
PAGE 121
designing the visual
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
The video is 31 seconds in length. The droplet is finalised to be placed on the extreme left such that it is only half of the shape visible which is cut from 3 sides; left, bottom and top. The droplets are partially transparent (10%). The droplets fade in and the text displays then. Similarly, there is a smooth fade transition between two coloured droplets and texts with individual representative bottles. Then by the end of the third frame, the droplet grows and moves to cover the entire frame where both lotion bottles are displayed with the copy. The transparent droplet colour changes and turns into a solid background. (from left page to this page) (clockwise from top left): frame 1, frame 2, frame 3, frame 4, frame 5 and frame 6.
These frames went into iterations a lot of time before getting this output. A final iteration by the client was to switch the visual of the girl (imagesbazaar bank) to that of the brand provided (from the last campaign of the bran) to show the connection between the campaigns.
PAGE 123
iterations in the visual
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
(from left page to this page) (clockwise from top left): frame 1, frame 2, frame 3, frame 4, frame 5, frame 6 and frame 7.
PAGE 125
usage II This is the second creative of the usage bucket. The copy is here: Visual: First, show the bottle. Then a face with lotion dots makes the face prettier. CC: How to use Lacto Calamine? STEP 1 Shake the bottle well before use. STEP 2 Apply the lotion on dots across your face. STEP 3 Massage for 2 mins. Wall copy: It’s that simple to use Lacto Calamine. Massage it into your skin for 2-3 minutes for best results. This is supposed to be a long video ad which shows a normal, everyday girl instructing everyone how to use and apply lotion on the face but it is kept to be no more than 60 seconds in length so as to not lose the audience’ interest. The video here was shot in the office and later the same elements were recreated that were explored in the usage-I.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Here are the images used for animation in the video along with the elements and instructions. The element is the samelotion drop. This element has been picked from the packaging itself and has been kept consistent in the visual palette of the campaign as far as possible. The elements on which these steps are written will fade in into the video as the video progresses to provide necessary instructions (the copy).
PAGE 127
prevention This is another content bucket which talks about the different regimen people engage with to prevent pimples, acne and other skin problems. It talks about skin type and what skin needs. Along with, emphasising how Lacto Calamine lotion manages to prevent these skin problems. The copy for a creative under this bucket is as follows: CC: Pimple pimple go away Why are there so many today? I wash my face multiple times Avoid creams and even try honey and lime WC: Some DIY packs can react adversely to your skin. Understand your skin type and question you skincare routine. #SawalKaroSwitchKaro This creative is also a video but with a voice-over narrating the creative copy. This was initially a static but was converted into a video to increase the public outreach. Hence, the video frames are that which includes animation of the elements in the creative.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the basic exploration of slates
Also, the image for this creative was switched too from that of Imagesbazaar to client provided photoshoot of the previous campaign. The duration of video was 23 seconds where the elements appear in an animated order. The voice-over follows the copy. The element used is again a drop of lotion. To give the visual a little bit quirk additional small, playful, geometrical patterns are added. The template has been kept such that the concluding frame has the SKSK unit and both the product bottles.
digital exploration the template
of
PAGE 129
designing the visual
frame 1
frame 2
frame 3
frame 4
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
why lacto This is another content bucket. It advocates the need of Lacto Calamine and how is it different from other creams/lotions. It talks about the perks of using Lacto Calamine lotion above other beauty products and why a switch from regular lotion to Lacto Calamine lotion is beneficial. Image description: A boudoir with multiple creams for different things CC: Why use different creams for different skin problems? Get one solution for all your skincare needs. Lacto Calamine. WC: Why use many, when one Lacto Calamine is enough? #SawalKaroSwitchKaro to a single answer to all your skincare questions. The above-mentioned creative had to be video as well. The frames for animation had to be designed and thought after. Below is a rough rendition of the frames.
the basic exploration of slates PAGE 131
designing the visual
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
(clockwise from top left of left page to top right of this page to bottom left ): frame 1, frame 2, frame 3, frame 4, frame 5 and frame 6. These were the primary frames where all the cream bottles were visually fusing into one to become one bottle of Lacto Calamine. Later, this was revised as it could be misleading the audience in a way that Lacto Calamine has product fused in it instead of being one solution to all problems. Hence, this approach was changed. The new approach included vanishing of all these products one by one and then the bottle of Lacto Calamine floats down with a halo-like effect curing all the problems.
PAGE 133
iterations in the visual
frame 1
frame 2
frame 5
frame 6
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
frame 3
frame 4
frame 7
frame 8 PAGE 135
behaviour Behaviour is a content bucket of the campaign which speaks about human behaviour towards the skin and how it unknowingly affects the skin. CC: Washing away essential oils every time you wash your face? Restore the oil balance after every wash with Lacto Calamine Switch to a better skincare ritual. Sawal Karo. Switch Karo. WC: Question your skincare rituals. Choose Lacto Calamine for an oil balanced matte finish. #SawalKaroSwitchKaro This creative is animated as well but with static human imagery and no sound effects. Its duration is 17 seconds in which the element- lotion drop moves, and grows in the frame according to the copy order.
the basic exploration of slates
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
The last slate also features small geometrical patterns. In the first frame the question comes in which then minimises in size and a solution fades in into the next frame which is concluded by the final frame. In the finaal frame, the droplet grows and covers the bottom of the visual space and the fixed units along with the product appear. However, these slates went into iterations, and the image (static visual) was substituted by the client provided photoshoot images.
PAGE 137
incorporating iterations
frame 1
frame 2
frame 3
frame 4
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
designs from other buckets Apart from these designs, other buckets were also there, which were explored and they can be seen here. The below one is a template of how would a typical ‘myth vs reality’ post look like in this campaign. Its exploratory static visuals are on the next page.
PAGE 139
Here are the explorations in the myth vs reality space. Other than this, topical creatives were explored too for special occasions like mother’s day and women’s day. On the right side are frames designed as an exploration for a Mother’s Day digital media post.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 141
This post had typical copy which contained the questions, which all mothers commonly ask from their children. It salutes the emotions behind her each question- the concern.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
the basic exploration of slates
PAGE 143
consolidation
“ “Design is not just what it looks like and feels like. Design is how it works.” - Steve Jobs.
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
COLLATED PRESENTATION Here is the collated presentation of the creatives created throughout the campaign.
PAGE 145
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Key Visual 1
PAGE 147
Key Visual 2
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Prevention
Education
PAGE 149
Education Carousel- II
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Ingredient Story
PAGE 151
Behaviour
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Usage PAGE 153
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Why Lcto?
PAGE 155
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Product Benefit
PAGE 157
conclusion
“ “A conclusive mind cannot be a creative mind..” - Amit Kalantri, Wealth of Words
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
Working at a studio, where people had good sensitivity and eye for design was an enriching and fulfilling experience. Being involved with various aspects of the project gave me a glimpse of the design process in the real world! The four months of the Graduation project were intensive, adventurous, uncertain, demanding and very challenging. To be a success inthe advertising industry, one must not confine itself. Client interaction, strategic development of campaigns, marketing strategies and time management were the concepts that I aced here apart from designing. The project required efforts and intellect at its best. Exhausted from having worked long hours on weekdays, skipping weekends, the project never ended even after work hours. I relate to this project as a very own child. When you see something from the beginning, put your brains out and are instrumental for that thing, it becomes close to you. It was a strange feeling to handover files after the project. Though the pandemic hit the campaign launch, I am satisfied that the efforts put in were received very well by the clients.
PAGE 159
reflections
“ “That is what learning is. You suddenly understand something you’ve understood all your life, but in a new way.” – Doris Lessing
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
LEARNING OUTCOME OF THE GRADUATION PROJECT I joined Sparkt as an Art Intern and my core responsibility was to be aware of the digital media trends and happenings so as to update the content level accordingly for the brands. The experience at Sparkt was enriching. I learnt more things apart from design and that was how to make your content sell and how a design behaved with the audience. ‘Sparking Innovations in Brand Communication- a Lacto Calamine Edit’ talks about the project done with respect to the brand Lacto Calamine. Apart from this, I also worked for other brands like Sarva Yoga, Diva Yoga, Nasivion, I-Know. Mahindra Mutual Funds, Bharti Axa, EMDI Institute Of Media & Communication and Star-TedX. After a month of creatives created, a collated report of all the digital channels and how a creative responded was discussed with the entire team. If something didn’t work, it was brought to the notice of everyone and if something did wonders, we partied! It really helped me understand the fine things of the advertising industry as all sat down to monthly reports. Often on the couch would be our team with everyone else brainstorming ideas and pulling out mistakes or pointing a suggestion. None of the people was spared alone!
PAGE 161
references
“ “Start each day with a positive thought and a grateful heart.” - Roy T. Bennett, The Light in the Heart
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
HERE ARE FEW SOURCES WHICH HELPED IN GATHERING THE SECONDARY DATA www.sparkt.in www.theguardian.com www.campaignindia.in www.lactocalamine.in www.sproutsocial.com/insights www.instagram.com/cetaphil_india www.instagram.com/lactocalamineindia www.instagram.com/mamaearth.in www.facebook.com/Mamaearthindia www.facebook.com/LactoCalaminePiramal www.facebook.com/CetaphilIN www.twitter.com/lactocalaminein www.twitter.com/CetaphilIN www.twitter.com/mamaearthindia www.imagesbazaar.com Consumer Behaviour: The Indian Context by S. Ramesh Kumar Moisturising 101: Hulton Klein Dermatology ISAAC Luxe: Dr Geetika Mittal Gupta Forever grateful for the team mates at Sparkt, India who helped me in collating this document- Jasmine, Jinit and my mentors Shams and Devipriya.
PAGE 163
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
PAGE 165
SHIVANGI BARWAR • GRADUATION PROJECT • B.DES 2016-2020
