tag:blogger.com,1999:blog-64985908149466454602024-03-05T19:54:55.940-08:00Muse AdvertisingAs a Creative Advertising Agency we provide creative solutions for businesses that are targeted towards increasing their productivity, value and efficiency. Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.comBlogger10125tag:blogger.com,1999:blog-6498590814946645460.post-72771983071861606472017-11-23T06:03:00.002-08:002017-11-23T06:03:44.988-08:00From Sales to Advocacy, the journey of ‘an Idea’ in Advertising<div dir="ltr" style="text-align: left;" trbidi="on">
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Ever wondered what is the single thing that transformed once
upon a time corporate and serious business of advertising into creative, clever
and crazy advertising industry during the late 1950s of Mad Men era? From hard
sell and repetitive advertising to witty, artistic and sophisticated ad
campaigns, it was the introduction of an ‘Idea’ into advertising that
glamourized the likes of Doyles, Bernbachs and Ogilvys to re-engineer a
creative breed of advertising professionals who pledged by the idea as their primary
source of fame and fortune. It was the ‘idea’ that become eponymous with
creative advertising culture. Both agencies and clients swore by the ‘idea’ to
upscale their sales graph. The tradition still continues strong in its fifth
decade albeit with a difference. Ideas that have been selling ketchups and
automobiles are now increasingly selling knowledge and advocacy in their latest
avatar. From big corporations like Vodafone who did a campaign to address
domestic violence in Turkey, Unilever’s deodorant brand, Lynx who raised
awareness about male suicides in London to ITC’s Savlon that promoted hand
washing through chalk sticks in India, every brand is exploiting the power of
‘idea’ to sound sustainable and resonate with their consumers’ conscience. <o:p></o:p></div>
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When ‘idea’ took reins over advertising business during Mad
Men era, it practiced narcissism, competition outsmarting and wit with
vengeance. In last few years, the ‘idea’ however became more nonchalant and
started designing subtle but strong communications targeting brands’ commitment
towards innovation, sustainability, and enhanced engagement. The leading beer
brand Heineken since 1970s has been proclaiming itself with wholesome vanity as
world’s number one beer brand. The same brand in its 2016 campaign urges its
target users to ‘dance more, drink slow’ advocating responsible drinking. A
beer brand advocating less consumption of its product is unprecedented and a
bold move. The same year, Heineken also launched a campaign Brewtroleum where
it created bio-fuel from the beer waste to power cars in New Zealand which had
won Grand Prix- Outdoor in Cannes. Another shocking campaign came from REI, a
major retailer in the US who shut its store on one of the busiest shopping days
of the year, telling people instead to get out and enjoy nature, at the cost of
its business!<o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwPiEhiNxky3B_jHVg19E9de_gfpee-DSEQWziZLpArzZTDhL9Sx9EfJEY2ypguaImdf9OC-mHzqPUZFhsnDcg0t5exUDvxCaVqW46uj5svbAEASgz5m1heuHef8gHFS81JhjUdhrKdaeY/s1600/1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="601" data-original-width="420" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwPiEhiNxky3B_jHVg19E9de_gfpee-DSEQWziZLpArzZTDhL9Sx9EfJEY2ypguaImdf9OC-mHzqPUZFhsnDcg0t5exUDvxCaVqW46uj5svbAEASgz5m1heuHef8gHFS81JhjUdhrKdaeY/s400/1.jpg" width="278" /></a></div>
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<span style="font-family: "Calibri","sans-serif"; font-size: 9.0pt; line-height: 107%; mso-ansi-language: EN-IN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Mangal; mso-bidi-language: HI; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">1974 Heineken </span></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCXHgwaFF4Yum8M05y8vFDgwsqZbk9EBk1ESzBSjSBua0mo7iMk3EIdakYdyH71MMYvc-7THZj2bDH56yRYVMCOeAx53gthdBd-FF6PiqkeTIDnURx60WIqF8RADiIOp3ZF3ECVr0yB9Ud/s1600/muse+advertising+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="703" data-original-width="665" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiCXHgwaFF4Yum8M05y8vFDgwsqZbk9EBk1ESzBSjSBua0mo7iMk3EIdakYdyH71MMYvc-7THZj2bDH56yRYVMCOeAx53gthdBd-FF6PiqkeTIDnURx60WIqF8RADiIOp3ZF3ECVr0yB9Ud/s320/muse+advertising+2.jpg" width="302" /></a></div>
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<span style="font-family: "Calibri","sans-serif"; font-size: 9.0pt; line-height: 107%; mso-ansi-language: EN-IN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Mangal; mso-bidi-language: HI; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">1960 Heineken </span></div>
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<span style="font-family: "Calibri","sans-serif"; font-size: 9.0pt; line-height: 107%; mso-ansi-language: EN-IN; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: Mangal; mso-bidi-language: HI; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: Calibri; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"> </span></div>
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<span style="font-size: 9.0pt; line-height: 107%;"> 2016 Heineken
Campaign </span><span style="font-size: 9.0pt; line-height: 107%;"><a href="https://youtu.be/5A4v3vyHWOU">https://youtu.be/5A4v3vyHWOU</a></span><span style="font-size: 9.0pt; line-height: 107%;"><o:p></o:p></span></div>
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What is inspiring and channelizing the course of the ‘idea’
from profit to philanthropy centric that is making brands go more humble,
honest, humanitarian and eco-conscious? <o:p></o:p></div>
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1. <b>Persuasion is passé, Empathy is in</b>:
There has been a paradigm shift in audience’s emotional, social and
intellectual quotient which has increased exponentially with exposure to media,
knowledge, processes, and entertainment. Today, if a brand tries to claim its
supremacy with perfect creative finesse, it will still sound like hard-sell to
this new breed of an over-fed target audience. Brands are now using the ‘idea’
to penetrate within the conscience of their target audience and do things that
they always wish for with the help of their products/services. Ariel’s ‘Share
the Load’ campaign urging men to share the load of household chores especially
that of laundry with their wives is an example of brands intruding in the lives
of its target audience albeit benevolently.</div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgc1xFr8rJbE1kkQXvIkF5q2ZjkRnMYlVi2U9oJuwKgcZPuIEg2GLAsNhmgj7PmpNn-nQxtjV2zPjlN4qdtNYwzzUiplVHwmI7TOgbFb011P6uTfq-gYI0_FC6JiXeKT_WBnXs1Z_1PQMKp/s1600/muse+advertising+5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="623" data-original-width="1187" height="209" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgc1xFr8rJbE1kkQXvIkF5q2ZjkRnMYlVi2U9oJuwKgcZPuIEg2GLAsNhmgj7PmpNn-nQxtjV2zPjlN4qdtNYwzzUiplVHwmI7TOgbFb011P6uTfq-gYI0_FC6JiXeKT_WBnXs1Z_1PQMKp/s400/muse+advertising+5.jpg" width="400" /></a></div>
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<span style="font-size: 9pt;">https://www.youtube.com/watch?v=wJukf4ifuKs</span></div>
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2. <b>More Media at no to less cost</b>: Advocacy and social
good act as catalysts to attract media to review the ad campaigns that appear
more as acts of benefaction rather than promotional content. Moreover, advocacy
and social good being universal in their appeal have the more organic reach and
appeal to larger audience breaking the barriers of nationality, race, religion,
and ethnicity. This gives a competitive edge to the brand in the scenario where
every brand is boasting about the social media fan lineage running into millions.
The campaign to stop the sale of acid in retail counter by non-profit, Make
Love Not Scars featuring acid attack survivor Reshma garnered huge PR across
media like The New York Times, The Wall Street Journal, BBC World, Mashable,
Mirror, The Huffington Post at no cost and personalities like Amitabh Bachchan,
Ashton Kutcher, Sherly Sandberg and Sachin Tendulkar too shared their support
for the campaign, making it an award campaign. <o:p></o:p></div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMOaVydHVOrA67jKVwHfgJvl_h4h3J_lUgW_CAFtx8gQBMqpuAZi8WJL3Z_Eppv0GUxyTpdfoTbm4mRUOaqkM9iqh8G5DqdzFwdk_G1DD_os9spi8keEaCAixPkMBrWTfntlXHhReysZwQ/s1600/muse+advertising+6.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" data-original-height="628" data-original-width="1200" height="208" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiMOaVydHVOrA67jKVwHfgJvl_h4h3J_lUgW_CAFtx8gQBMqpuAZi8WJL3Z_Eppv0GUxyTpdfoTbm4mRUOaqkM9iqh8G5DqdzFwdk_G1DD_os9spi8keEaCAixPkMBrWTfntlXHhReysZwQ/s400/muse+advertising+6.jpg" width="400" /></a></div>
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<span style="font-size: 9.0pt; line-height: 107%;">https://www.youtube.com/watch?v=-MhbULUd-KE<o:p></o:p></span></div>
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3. <b>Sustainable Policy</b>: Some marketers are
restructuring their businesses to accommodate sustainable business practices
and are making investments in research and development of new technologies that
can help them achieve their sustainable goals. Unilever, for instance, has committed
to half its environmental footprints by 2030. P&G plans to replace 25% of
petroleum-based products with sustainable ones by 2020. Branding sustainability
also helps marketers to target consumers, investors, vendors and employees at
one go in a single communication campaign.<o:p></o:p></div>
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4. <b>Awards</b>: Cannes advertising festival, the most
sought-after festival amongst the advertising fraternity branded as ‘field-trip
to future’ for agencies, start-ups and marketers has been generously awarding
campaigns that are packaged with social good and those that promise to address
environmental, psychological, health and lifestyle issues. The festival has
also introduced new award category-, Glass Lions: the Lion for Change to
challenge gender biases. In a bid to stay ahead and bag awards at prestigious
awards festivals, brands are making use of ideas that force their way to the
jury’s shortlist. <o:p></o:p></div>
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5. <b>Ease of Execution with Technology</b>: Technology and
data have given power to the ‘idea’ whereby they not only help in the adequate
execution of the idea but also help in measuring the effectiveness of the
campaign in real time. This has encouraged agencies and brands to dream big,
invent without fear and set as challenging goals as possible and experiment
upon their hypothesis. Never before brands and agencies were so confident about
putting into practice everything that they ever dreamed of without the fear of
sounding impractical and unrealistic. Toyota has launched i-Road, an
ultra-compact electric vehicle which helps to resolve parking issues in
congested cities of Japan by utilizing small and unused spaces with networking
parking and charging spot stations. This project would have been unthinkable a
decade back in absence of tech-driven infrastructure that works in unison with
the advertising agencies. <o:p></o:p></div>
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As the evolution of ‘idea’ took from being a piece of
communication to transforming into products, experiences and engagements,
advertising businesses that were earlier lauded for their creativity now have
to be multi-faceted with innovation, technology, research and empathy. We can
expect Flipkart as a part of its festive sale campaign to introduce invisible
packaging that replaces cardboard cartons loaded with plastic bubbles with certain
sonic waves technology that secures the products without causing any damage.
This can save the country from the generation of tonnes of plastic waste as
well as from deforestation which otherwise forms an inevitable part of the
delivery process. Or can we expect a fertilizer brand to develop high yielding
solution that brings back the fertility of the barren soil that can solve the
problem of food crisis and waste lands. While the earlier Mad Men saw
advertising going glam and aristocratic, this age of idea revolution is making
advertising mad with innovation and social consciousness. <o:p></o:p></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com1tag:blogger.com,1999:blog-6498590814946645460.post-13408790131950359932016-04-29T04:36:00.000-07:002016-04-29T06:15:58.191-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
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<h2>
<b><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: x-large;">We bring Arihant Academy close to its Goals</span></b></h2>
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<b><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;"><br /></span></b></div>
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<b><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Challenge<o:p></o:p></span></b></div>
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<span style="font-family: "times" , "times new roman" , serif; font-size: large;"><o:p></o:p></span></div>
<span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">Arihant Academy is one of Mumbai's premier coaching
institutes at the school (VIII, IX and X in both ICSE and SSC) and junior
college (XI and XII, in Science and Commerce). The
academy is known for its passionate attitude towards teaching. However, the
mentors at the academy felt that despite having all the infrastructure, good
teachers and an excellent record of results, it was unable to actualize and
enhance its potential. The problem that the Muse team identified was
three-fold:</span></div>
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<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-align: justify; text-indent: -18pt;">locate ways of passing relevant
information to the students’ parents as important stakeholders and
decision-makers in their children’s academics and future</span></li>
</ul>
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<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-align: justify; text-indent: -18pt;">instill confidence in the
parents regarding the caliber and efficiency of the teachers and the system at Arihant Academy</span></li>
</ul>
<ul style="text-align: left;">
<li><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; text-align: justify; text-indent: -18pt;">transform the communication
and confidence into a higher rate of admissions</span></li>
</ul>
<ul>
<li><span style="font-family: "times" , "times new roman" , serif; font-size: large;"><span lang="EN-US" style="text-indent: -18pt;"><span style="font-stretch: normal;"> </span></span><span lang="EN-US" style="text-indent: -18pt;">making it more concept-driven
replacing its existing information-driven simplistic outlook</span></span></li>
</ul>
<ul>
<li><span lang="EN-US" style="text-indent: -18pt;"><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">making
it comprehensive</span></span></li>
</ul>
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<li><span lang="EN-US" style="text-indent: -18pt;"><span lang="EN-US" style="font-family: "cambria" , "serif"; font-size: 12.0pt;"><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">working
around the theme of futuristic thinking</span></span></span></li>
</ul>
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<li><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; text-indent: -18pt;">and delivering the message that
Arihant Academy brings the students close to the future</span></li>
</ul>
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<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-indent: -18pt;">generating a playful, yet
science- and future-oriented ambiance around the event </span></li>
</ul>
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<li><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; text-align: justify; text-indent: -18pt;">making science and technology
an accessible reality and concept for the participants</span></li>
</ul>
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<li><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; text-align: justify; text-indent: -18pt;">sustaining and enhancing the
impact caused by the seminar.</span></li>
</ul>
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<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-indent: -18pt;">The participants at the seminar
found it very unusual and exciting to be in a simulated environment that
reflects on their dreams and aspirations</span></li>
</ul>
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<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-indent: -18pt;">They began to click snapshots
of themselves and of each other and started uploading them on various social
media which, in turn, generated many ‘likes’ and ‘shares’ and helped Arihant Academy
and its message spread to several other people and potential students</span></li>
</ul>
<ul>
<li><span style="font-family: "times" , "times new roman" , serif; font-size: large; text-indent: -18pt;">The buzz around the event was
reflected in the impromptu admissions and enrollment with the academy.</span></li>
</ul>
<span style="font-size: medium;"><span style="font-family: "times" , "times new roman" , serif;"><span style="font-family: "times" , "times new roman" , serif; font-size: large;"><span lang="EN-US">As an extension of the same message, Muse developed an
idea for an interactive spot for the students and parents to explore and
possibly stay longer with the freshness of the message that the seminar offered
– that of a meaningful and quality association and an opportunity to come close
to the future. Muse conceptualized and developed a realistic installation of an astronaut and a rocket. Students could enter into the astronaut's uniform and get the feel of an astronaut and feel themselves going closer to the future. </span>This
interactive installation helped in:</span></span></span><br />
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<span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Muse had to work on different ways of creating
brand awareness and generate admissions for the coaching institute.</span></div>
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<b><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Strategy<o:p></o:p></span></b></div>
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<span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Muse studied the existing brand literature and
mechanisms which were in place to attract and retain students. It was
discovered that Arihant Academy conducts several seminars to reach out to the
students and to communicate to them the quality that it stands for and its offerings. The academy also distributes its literature in the form of brochures
among the students. These brochures serve as the communication mechanism
between the academy and the parents. Muse devised different ways in
which both the seminars and the literature could be capitalized upon and tapped
into for a greater impact and better results. <o:p></o:p></span></div>
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<span lang="EN-US"><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">First,
the team redesigned the academy’s brochure with the intention of:</span></span></div>
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<span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Muse developed the theme of "We Bring you Close to Future" to represent the the futuristic teaching technology of Arihant Academy. The brochure was supposed to be designed for Science Section. Science is about the Future, about what is next and about new inventions. Hence, Muse designed the brochure by compiling the future with Arihant Academy's processes.</span><br />
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<span style="font-family: "times" , "times new roman" , serif; font-size: large;"><span lang="EN-US" style="text-align: justify; text-indent: -18pt;">T</span><span style="text-align: justify; text-indent: -18pt;">he same impact was then carried further into the family space of the students in the form of the brochures that followed the students towards their homes.</span></span></div>
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<b><span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Outcome<o:p></o:p></span></b></div>
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<span lang="EN-US" style="font-family: "times" , "times new roman" , serif; font-size: large;">Muse thus developed, designed and executed the interactive installation and promise-oriented message in a way that helped build and travel
positive brand image:</span><br />
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<span lang="EN-US"><span style="font-family: "times" , "times new roman" , serif; font-size: large;">Muse helped Arihant Academy formulate, convey and spread its message
within crucial time when admission season had just started. Thus, enabling the
client to reap the benefits of a good creative strategy towards its advantage.</span><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com0tag:blogger.com,1999:blog-6498590814946645460.post-69261064308776853612016-03-15T06:05:00.000-07:002016-03-15T06:05:30.641-07:00<div dir="ltr" style="text-align: left;" trbidi="on">
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<b><span lang="EN-US">We Launched a new Melamine-ware Brand Dinewell with Juhi Chawla</span></b></h2>
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<span lang="EN-US">There are few things more exciting than working with something fresh like a new brand. </span><span lang="EN-US">There is no history to juggle with, neither past success nor mistakes. </span><span lang="EN-US">As a series of products in the range of crockery and dinnerware, Dinewell had to be visualized right from the scratch. It’s this envisioning of a new name that came as a central part of the brief to Muse. </span>Dinewell is one of the leading manufacturers of Melamine Decorative Trays and Tableware in India. The stylish products have unique and exclusive designs. Dinewell products are made from 100% food grade melamine. With their four different categories like Horeca, Dinnerware, Coordinates and Trays, Dinewell fits elegant on various occasions and festivals.</div>
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<span lang="EN-US">As a new brand, Dinewell offers a new space for conceptualizing at all levels - thinking, designing, disseminating the values that can be expected of the brand to fulfill, and executing the entire campaign. The brief was to introduce the brand in perhaps what is one of the most common categories of everyday usage, to position it in terms of exclusivity and promise of quality.</span></div>
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<span lang="EN-US">Muse strategized the launch of Dinewell by
roping in Juhi Chawla as the brand ambassador. She, among all the celebrities,
was chosen so as to communicate the brand’s authenticity and quality. Juhi, as
an adored personality, brings in an element of personal assurance, exclusive
range, wider reach and a quotient of like ability. She is famous, and her charm
travels easily across classes. As someone with a family, she is a perfect
feminine presence.</span></div>
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<span lang="EN-US">The first step was to organize a
comprehensive photo-shoot showcasing Dinewell product range in all its contexts
– home, restaurant and catering. Muse visualized and actualized the entire
photo shoot with the photographer, the art director, the fashion designer and
the stylist. The intensive brainstorming and planning sessions led to a fine execution
and an output of elegant range of photographs that strike the right chord with
the consumer. The photographs have been transformed into brand literature in
the form of creatives like brochures, catalogues, exhibition branding, print
ads, hoardings and packaging. The creatives project required attributes:
beauty, quality and exclusivity.<o:p></o:p></span></div>
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<span lang="EN-US">Muse has thus planned and executed an
entire campaign with a simple idea of leveraging on celeb potential of the
right kind. The brand would be instantly recognized and would have no
difficulty in being registered in the minds of consumers. The strategy of using
a brand ambassador has worked very well. It has moved quickly through the
dealership channels. The brand’s set up at various exhibitions has received a
huge number of footfalls. It has had no issues in being accepted as a promise of
quality. And Chawla’s presence has been able to win those crucial factors of
loyalty and trust. </span><span lang="EN-US">It hasn't received any kind of
incredulity or hesitation towards its quality. Muse’s efforts have thus converted
the brand Dinewell into a promise. </span><span lang="EN-US"><o:p></o:p></span></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com0tag:blogger.com,1999:blog-6498590814946645460.post-76540272527275213282014-02-22T06:10:00.005-08:002014-05-16T06:32:11.348-07:00Advertising Case Study of Political Campaign developed by Muse <div dir="ltr" style="text-align: left;" trbidi="on">
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b>Brief:</b></span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">Political
Campaign Developed for Member of Parliament Dr. Sanjeev Naik to communicate
about the progress done by Dr. Sanjeev Naik in his constituencies during his
tenure, his future plans for his constituencies and his commitment towards the development
plans.</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b>Campaign Goals:</b></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">To
create awareness about the developments carried out by Dr. Sanjeev Naik in his
constituencies in his last tenure with respect to infrastructure, health,
education, sports and cultural initiatives.</span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">To
motivate the masses to join the next phase growth and development initiatives
planned by Dr. Sanjeev Naik for their area</span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">To
help connect the masses with the vision of Dr. Sanjeev Naik towards developing
their constituencies</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b>Approach:</b></span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b><br /></b></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b> a. Research:</b></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">Muse
conducted research on the background and work profile of Dr. Sanjeev Naik. His
work is spread across the constituencies of Navi Mumbai, Thane city & Mira
Bhayandar. These constituencies are considered as Mumbai’s best developed and
well planned areas. Under the leadership of Dr. Sanjeev Naik, these
constituencies has achieved good governance, well planned infrastructure, cost
effective lifestyle, health, education and recreation facilities.</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b><br /></b></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b> b. Strategy & Planning:</b></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">Muse
developed a strong communication strategy to establish Dr. Sanjeev Naik as ‘the
face of development’ in each of his constituencies. The campaign was devised
integrating his past developmental milestones along with his future vision for
his constituencies. Muse developed the concept ‘Wada Bhi Irada Bhi’ which
celebrates his past laurels, while projecting him as a consistent leader who
wishes to continue his growth story in the second term. With sound knowledge of
nuances of the outdoor media, Muse successfully created a very user friendly
and high recall value campaign which instantly assimilates with masses’ lingo.</span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">Amidst
the brouhaha of other political campaigns across the city and availability of
only outdoor media for the campaign, Muse had the tough task to draw mass
attention towards the campaign. Muse devised the campaign across three phases.</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b> c. </b></span><span style="text-indent: -0.25in;"><span style="font-size: 12pt;"><b>Campaign:</b></span></span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="text-indent: -0.25in;"><span style="font-size: 12pt;"><b><br /></b></span></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">The
Campaign ‘Wada Bhi Irada Bhi’ highlights the strong intent and
consistency of the candidate towards his promise and deliverables. The campaign
is an integration of series of thoughts, each being a campaign in itself. This
series comprises of one creative each for progress, unity, brotherhood,
happiness, revolution, cultural diversity, infrastructure and sports. Each of
the above attributes is essential in building a city of future where different
communities can systematically and comfortably flourish and prosper. This
series of thought are put up as a ‘Teaser’ in front of the masses which was
revealed in the second phase. The Teaser Campaign is a first in the history of
political campaigns in the country.</span></span><br />
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<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt; line-height: 115%;"><b>Teaser Campaign:</b></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrofBD1UwrIZhHjPQM_G4rYaNp_UvjfD7kpX0mJVKtMFjYzNAPIrjKjNfs8lOTAwoxtT0Pq3p3K7iBMAnB172JjlLQ6GCAtSUM61eHHxZh3bSXoT83pZjM7P2h0EQFhWrZaFikGRdK2Z7C/s1600/Teaser+Campaign++Muse.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjrofBD1UwrIZhHjPQM_G4rYaNp_UvjfD7kpX0mJVKtMFjYzNAPIrjKjNfs8lOTAwoxtT0Pq3p3K7iBMAnB172JjlLQ6GCAtSUM61eHHxZh3bSXoT83pZjM7P2h0EQFhWrZaFikGRdK2Z7C/s1600/Teaser+Campaign++Muse.jpg" height="307" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJRo8gvoWAr_KUPfYYHGE_X7QescAWpt83BARP9Eb3D8zQLyTm0w6RErxxlGUxClwsmNnFKaWruvTz5anXpZD-v4cK73e2bp4jy2ewD-e54baEI5LefcQR8mFPkWQFhmtWa6HxaD45x5b0/s1600/Teaser+Campaign+Muse.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhJRo8gvoWAr_KUPfYYHGE_X7QescAWpt83BARP9Eb3D8zQLyTm0w6RErxxlGUxClwsmNnFKaWruvTz5anXpZD-v4cK73e2bp4jy2ewD-e54baEI5LefcQR8mFPkWQFhmtWa6HxaD45x5b0/s1600/Teaser+Campaign+Muse.jpg" height="307" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhetbuLusRPMzlpkH1QhrSV68-3APe-ExLKHu3LMr7V8aJeArUrJWjdf_e75Dt8etnfJEW5OLj3-yukziIFaAyR5tnWkf0NUqtGp4P5miID1jUh6cAAfjOia_WWVseTnVdK0qOIraaMM2JL/s1600/Political+Campaign+by+Muse.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhetbuLusRPMzlpkH1QhrSV68-3APe-ExLKHu3LMr7V8aJeArUrJWjdf_e75Dt8etnfJEW5OLj3-yukziIFaAyR5tnWkf0NUqtGp4P5miID1jUh6cAAfjOia_WWVseTnVdK0qOIraaMM2JL/s1600/Political+Campaign+by+Muse.jpg" height="307" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihzacjtVOCIzBP6siSJwAeJIvunTSRdH8B0nuo0AWzKbasKiD_7me4nlwnVOi5BgwYSSawAStfGAEGzmJDJ0WvzbMcK-4FIf8WPZVN0egujmfVCNOtGMJ1wYDJAGjOyyGjrQJH3xUksVD7/s1600/Political+Campaign+by+Muse-03.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEihzacjtVOCIzBP6siSJwAeJIvunTSRdH8B0nuo0AWzKbasKiD_7me4nlwnVOi5BgwYSSawAStfGAEGzmJDJ0WvzbMcK-4FIf8WPZVN0egujmfVCNOtGMJ1wYDJAGjOyyGjrQJH3xUksVD7/s1600/Political+Campaign+by+Muse-03.jpg" height="307" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"> </span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZbQmmQlM8RWMXB7arq4reraal_I1fyvJCchT-AfbyFtfr0KSI_lttU0r9fyk-W2VFJBBBGJiq0Kj9U19d0b47W-pQzeJobwTmdEVs9SAqdPGXKptR3FOvIC2k9tEUDpFz_eHel-etxfpC/s1600/Political+Campaign+by+Muse04.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZbQmmQlM8RWMXB7arq4reraal_I1fyvJCchT-AfbyFtfr0KSI_lttU0r9fyk-W2VFJBBBGJiq0Kj9U19d0b47W-pQzeJobwTmdEVs9SAqdPGXKptR3FOvIC2k9tEUDpFz_eHel-etxfpC/s1600/Political+Campaign+by+Muse04.jpg" height="308" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><br /></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0kONBzc3-q0D-vjSQqSkQMXQUMKAAv68mwtIUFlBafjlfHhTbUAKtvQ6KqGNyj8ISVstWFiYsec3DFATN76QB1Ub-8QWkT8nQAXEmJrOqoxo7QZYrckG8NVY-LuvJrt2E1sXwRbXR0Zr5/s1600/Political+Campaign+by+Muse+05.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0kONBzc3-q0D-vjSQqSkQMXQUMKAAv68mwtIUFlBafjlfHhTbUAKtvQ6KqGNyj8ISVstWFiYsec3DFATN76QB1Ub-8QWkT8nQAXEmJrOqoxo7QZYrckG8NVY-LuvJrt2E1sXwRbXR0Zr5/s1600/Political+Campaign+by+Muse+05.jpg" height="308" width="400" /></a></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><br /></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><br /></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b>Response:</b></span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b><br /></b></span></span><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;">What
began as a ‘Teaser’ to open the campaign soon started catching up as the Talk
of the Town. The Teaser proved instrumental in driving mass engagement towards
the campaign as it triggered curiosity and left masses asking for its unveil.
The campaign was all encompassing as it involved professionals, youth, auto
drivers, hawkers, commuters, housewives. With the campaign “Wada Bhi Irada
Bhi”, Dr. Sanjeev Naik became household name within the target audience.</span></span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-size: 12pt;"><br /></span></span><span style="font-family: Arial, Helvetica, sans-serif;"><span style="font-size: 12pt;"><b>Teaser Unveil:</b></span></span><br />
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com1tag:blogger.com,1999:blog-6498590814946645460.post-89535728737327510482013-12-31T04:55:00.000-08:002014-02-14T01:16:51.806-08:00Raise Your Voice...Women<div dir="ltr" style="text-align: left;" trbidi="on">
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<tr><td class="tr-caption" style="text-align: center;"><span style="font-size: small; text-align: left;"> </span><a href="http://www.youtube.com/watch?v=1GcAYMToBjQ" style="font-size: medium; text-align: left;">http://www.youtube.com/watch?v=1GcAYMToBjQ</a></td></tr>
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<span style="font-family: Arial, Helvetica, sans-serif;">The Television Commercial Spots for Officer's Choice Blue
seems contemporary remake of the hackneyed Hero rescues Heroine plot. The films supposedly urge</span><span style="font-family: Arial, Helvetica, sans-serif;"> only men (not women) to Raise their Voice
against atrocities committed against women while women conveniently tolerate
them without showing any offense forget putting up a fight.</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Nothing can get more regressive than showing two emancipated
women, one a corporate woman and other a suave modern woman becoming victims to
violence and harassment just to make a male, a hero. These two women could have
Raised Their Voice and easily taken control of the situation especially in the
setting they have shown to be; a restaurant & an office, both have enough
public to support them in case they want one. Out of the huge crowd
setting, why only a single male is shown to resist the atrocities, why a female
isn’t shown with the same poise? </span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">Can such an ad proclaim that it is made to reduce atrocities
against women when it explicitly encourages the same?</span></div>
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<span style="font-family: Arial, Helvetica, sans-serif;">If fairness creams could be attacked under the pretext of
encouraging racial discrimination, such films should be condemned for promoting
gender discrimination. As they portray women as weak creatures who are
dependent on others (in this case, males) and attribute strength and power to the male
dominion.</span><br />
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<span style="font-family: Arial, Helvetica, sans-serif;">Without delving into the discussions on whether these films
will be able to position the brand within its Target Audience, I would like to
conclude with one message that as long as women are made to depend upon only
external factors like system, police, officers, men to protect their
sovereignty without Raising their own Voice, the atrocities against them are
going to amplify without having a choice. </span></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com1tag:blogger.com,1999:blog-6498590814946645460.post-78205605790279552482013-12-03T23:56:00.000-08:002016-05-13T00:47:01.490-07:00Painting becomes Brand Identity for Padma Binani Foundation<div dir="ltr" style="text-align: left;" trbidi="on">
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Padma Binani Foundation, the cultural and social wing of Braj Binani Group approached Muse for Creative Development & Branding of their annual event, Vatysalya Awards. The brief consisted of developing concept theme, event branding, creative event merchandising, collaterals, invitations and giveways for Vatsalya Awards which gives awards and acknowledges regional language writers of children literature.</span></span><br />
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">Muse Approach</span></b><span style="line-height: 115%;">:</span></span></span><br />
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Muse is always excited to work for projects with social and cultural relevance. The Padma Binani Foundation strives to create a widespread awareness of our rich cultural heritage and endeavors to bring Indian cultural heritage closer to the younger minds. </span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">After one to one interaction sessions with the team members and advisory board of the Foundation and having researched their past work, Muse suggested to develop a concept that will give a comprehensive view of the Foundation’s mission and activities. The Padma Binani Foundation has established three bodies - Vatsalya, Akshar and Suranjali to achieve its objectives to make notable contributions in the fields of education, literature, the fine arts and music. Muse suggested that branding exclusively only one of the three wings of foundation, in this case Vatsalya will not be able to create the desired brand identity of the same. The three bodies though catering to different elements of the society and culture (literature and music) share a common core essence, which is the vision of the Foundation. Hence, Muse proposed to develop an exclusive painting which will not only encompasses all the aspects of the Foundation but will give a unique identity to each of the Foundation’s bodies. <b>The painting will visually journey through the core values and goals of the Foundation. </b>The proposal was welcomed by the Foundation with hope and excitement.<span style="line-height: 115%;"> </span></span></span><br />
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</span></span></span> <span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">Decoding the Elements of the Painting </span></b></span></span><br />
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXuJZzJOa0wPdWpwr8G25dABi2N3HzKug6MA4qwCKm4aVIkXPi-X-7BG6jx5gyr37NxFt1SNuLEpoizBJzghh64nY_0BB6AkgdzsGzmg2zrfBYRQasP7Wc9J87XZKpV-6JCAt-CiuuRZ22/s1600/Final+padma+binani+painting.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="512" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgXuJZzJOa0wPdWpwr8G25dABi2N3HzKug6MA4qwCKm4aVIkXPi-X-7BG6jx5gyr37NxFt1SNuLEpoizBJzghh64nY_0BB6AkgdzsGzmg2zrfBYRQasP7Wc9J87XZKpV-6JCAt-CiuuRZ22/s640/Final+padma+binani+painting.jpg" width="640" /></a></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The concept of developing a Painting for The Padma Binani Foundation was envisioned and executed by Manoj Maurya, Director, Muse Advertising. <b>Says Manoj, “It was a challenging task for me as it is difficult to segregate a part from the whole, without disintegrating the whole. It is just like human beings and the universe; though identifiable as separate persons, we are fully connected parts of the larger physical world."</b></span></span> </div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">In order for me to create a piece of art, I need to be completely convinced with the ideologies and the values. I started thoroughly researching the goals of each of the bodies of the Foundation. The first arm- Vatsalya has projects that are child-centric and are envisioned as conduits to knowledge for young and impressionable minds. On personal front, I been working towards propagation of importance of knowledge and the same has been one of the core defining values of my being. For me knowledge is the light, (Tamso ma Jyotirgamaya). The potential of this light to create positive impressions is very high when the mind is young and raw. Hence, I have used the raw earthen effect with footprints which gradually turn into light with a small twig. Any seed to reap requires fertile soil, water and light. In case of young minds, they require love, knowledge and encouragement which Vatsalya provides. </span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">As another part of the whole, Akshar as the publishing arm of the Padma Binani Foundation continues to enrich the future of children with Indian literature in all the major languages of India. Well equipped with the knowledge, the twig develops into beautiful well spread branches. </span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Since Suranjali, the musical wing of the Padma Binani Foundation was conceived by Smt. Padma Binani, in fond remembrance of late Shri G.D. Binani, I was driven to use reds for this section. It not only represents fondness but music as way to enlighten soul finds perfect resonance with this color scheme. By this time, the branches have well grown into a wonderful tree which is capable of giving love and warmth to the society.” </span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The painting summarizes the goals of the Foundation and visually depicts the positive outcome that the Foundation is headed towards.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">Adaptations of the painting:</span></b></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">1. B</span></b><b><span style="line-height: 115%;">rochure</span></b></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;">The Foundation could easily assimilate itself with the painting and decided to adopt the painting as its Brand Identity. The Foundation was given the rights for adaptations into print and electronic media. Muse Advertising designed a 24 pages brochure for the event. The brochure talks about the Foundation and Vatsalya Awards. The scope of work for the brochure consisted of concept, design, content writing and illustrations.</span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">Muse suggested development of an illustration and copy for each for the three bodies- Vatsalya, Akshar and Suranjali in order to instantly communicate their objectives directly to the masses.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTMwur2FqCDy-PPIBXOe4YZmnDYKPKGBMLO29u0yJBHtMN9UzuHOOE9TZcgqZUd5SumIuFGWi2CzBai0rabjvq20Usngd9J6sYdbDleRoTiBjPIbYXCxZStZ2dNcw70sIGibgoRbwpYmv4/s1600/DSC_0192.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhTMwur2FqCDy-PPIBXOe4YZmnDYKPKGBMLO29u0yJBHtMN9UzuHOOE9TZcgqZUd5SumIuFGWi2CzBai0rabjvq20Usngd9J6sYdbDleRoTiBjPIbYXCxZStZ2dNcw70sIGibgoRbwpYmv4/s320/DSC_0192.jpg" width="241" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAFeTkRHBNvEqMmxExVXC9NyILA6MSWg8O1Z7j0ZQa4xr4bNLLNxQII_lBmgWvgsjXCIrDpPnWRe24bIpNGO4-sgb3TVIQ6ISFK3pN3y24uVivPWDZkmqF88bDoLf7z8BNj8YIscFraMUq/s1600/DSC_0191.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiAFeTkRHBNvEqMmxExVXC9NyILA6MSWg8O1Z7j0ZQa4xr4bNLLNxQII_lBmgWvgsjXCIrDpPnWRe24bIpNGO4-sgb3TVIQ6ISFK3pN3y24uVivPWDZkmqF88bDoLf7z8BNj8YIscFraMUq/s320/DSC_0191.jpg" width="236" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0UHA6WoXIxlC9CJJ-HGnBSJGaXpOZiXdV99hzFgk3D2p2XSm_AAs3-ixssCjjfYLHBh3BNpiOWZ4IynhHFOg0mdLGSjWrbef-UcV_m087g1Q3udfqCS8D5ZpJr6jqNGVtD-gc903B7rjk/s1600/DSC_0190.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj0UHA6WoXIxlC9CJJ-HGnBSJGaXpOZiXdV99hzFgk3D2p2XSm_AAs3-ixssCjjfYLHBh3BNpiOWZ4IynhHFOg0mdLGSjWrbef-UcV_m087g1Q3udfqCS8D5ZpJr6jqNGVtD-gc903B7rjk/s320/DSC_0190.jpg" width="236" /></a></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b>2. <span style="text-indent: -24px;">Invitation Cards</span></b></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;">The invitation was as Indian and exotic as
the event and its target audience consisted of political class, community
leaders, literary stalwarts and dignitaries. The Invitation was given the shape
of a flower whose each petal carries an important announcement of the event. Along
with the Invitation Card, we designed a personalized letter from Shri. Padma
Binani inviting the guests to be a part of the event.</span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">3. </span><span style="line-height: 115%;">Event Backdrops</span></b></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;">The Vatsalya Award
2008 was given to the eminent Marathi writer Prof. Shri. Anant Bhave at a
glittering function organized at Taj President, Mumbai. The function was
presided over by Shri Ashok Chavan, the Chief Minister of Maharashtra and other
eminent guests were Shri. Dilip Walse Patil and Shri. Nana Chudasama. At this
event a music album for children titled ‘Nanhi Kiran’ and a book ‘Bharat
Darshan’ were released in the scope of Suranjali and Akshar respectively.</span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgc4WuYbDziaBR1u-Wevb5qz-vewIt5j4YfV68SGqOc4ORL0AZ1DAvpoYrEqR6S26_epoPDIFhpJ2yPgyk1lU2o70bOUVir4wEDHtWQjEjCwU-gIobWGC5JSyrZBwA20Y6xTZJ98xGNbgQK/s1600/1..jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" height="402" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgc4WuYbDziaBR1u-Wevb5qz-vewIt5j4YfV68SGqOc4ORL0AZ1DAvpoYrEqR6S26_epoPDIFhpJ2yPgyk1lU2o70bOUVir4wEDHtWQjEjCwU-gIobWGC5JSyrZBwA20Y6xTZJ98xGNbgQK/s640/1..jpg" width="640" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8R7X1RzdjpcXozU0p93aaMBpo6GFXYEA1HHtmMElVQfMyrp7CDQUmffcqmukb-kyT0lu8Cvs4Nsko20l9NTpW5TQUmP3eJik2jcmRSU9PXAFA_x-q25uwzmwPsmJDpSt3SYc-DibyBiwn/s1600/2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em; text-align: center;"><img border="0" height="402" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg8R7X1RzdjpcXozU0p93aaMBpo6GFXYEA1HHtmMElVQfMyrp7CDQUmffcqmukb-kyT0lu8Cvs4Nsko20l9NTpW5TQUmP3eJik2jcmRSU9PXAFA_x-q25uwzmwPsmJDpSt3SYc-DibyBiwn/s640/2.jpg" width="640" /></a></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><br /></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">4. </span><span style="line-height: 115%;">Event Give Aways for
the Dignitaries</span></b></span></span></div>
<div class="separator" style="clear: both; text-align: left;">
<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;">The Give Aways in the
form of the music album titled ‘Nanhi Kiran’, the book ‘Bharat Darshan’, event
brochure and other event merchandising were presented to the guests in the form
of an exclusive customized box made for the event.</span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;"><br /></span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8ZRCQpuALOjnv39EniOiCRG2CUEToeXv5vukBOPlvd2gS65oS1N-g241FYNf7XGsj4G5DXhqb2kTQDJJw7EDBeMYe0YGsgaINlK9qie2BmHDwqQ9Ni52vetrBcv4z0C1MCbQ8HtkI6xVo/s1600/20131007_164541.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="556" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEi8ZRCQpuALOjnv39EniOiCRG2CUEToeXv5vukBOPlvd2gS65oS1N-g241FYNf7XGsj4G5DXhqb2kTQDJJw7EDBeMYe0YGsgaINlK9qie2BmHDwqQ9Ni52vetrBcv4z0C1MCbQ8HtkI6xVo/s640/20131007_164541.png" width="640" /></a></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;"><br /></span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;"><br /></span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><b><span style="line-height: 115%;">5.</span><span style="line-height: 115%;">Website & Social
Media</span></b></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><span style="line-height: 115%;">The official website
of the Foundation and its social media perfectly synched with the Foundation’s
branding.</span></span></span></div>
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<span style="font-size: small;"><span style="font-family: "arial" , "helvetica" , sans-serif;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvM601dP-Kg-ZhZNnRlumW0xuXtinc4TxQ49rhs9RfjKdj8pNg0LanGM6VQBtFne3aMyTCMT1XAskRtnAw_eF0ZDQcAfEYxr8h1pEeZhKAz_6awc0zn5nvvILc5l54bxEGSbmU6m3SGCKV/s1600/pbf.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="364" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhvM601dP-Kg-ZhZNnRlumW0xuXtinc4TxQ49rhs9RfjKdj8pNg0LanGM6VQBtFne3aMyTCMT1XAskRtnAw_eF0ZDQcAfEYxr8h1pEeZhKAz_6awc0zn5nvvILc5l54bxEGSbmU6m3SGCKV/s640/pbf.jpg" width="640" /></a><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3KAy8vwC14Rnk4dmrBNABsgxZ4xF7dWFEBnOYvqp7BNcTKz3HISE0aNJGEr7Z65ZpUida-owL027Tj-oRULXgD9a6cG8edab2Uihzhgtq3sLwyN-RHtKE2wYTw3vQ5Qy2uV-BfDWydc8O/s1600/fb_pbf.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="436" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj3KAy8vwC14Rnk4dmrBNABsgxZ4xF7dWFEBnOYvqp7BNcTKz3HISE0aNJGEr7Z65ZpUida-owL027Tj-oRULXgD9a6cG8edab2Uihzhgtq3sLwyN-RHtKE2wYTw3vQ5Qy2uV-BfDWydc8O/s640/fb_pbf.jpg" width="640" /></a></span></span></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com1tag:blogger.com,1999:blog-6498590814946645460.post-22172259123692825642013-08-26T06:21:00.001-07:002013-08-26T06:23:56.334-07:00SOUND OF VISUAL<div dir="ltr" style="text-align: left;" trbidi="on">
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWFMmFjDYsR1QzRYXDLGHo6uYF5pfwI6y2i2lwNykMt3kF8Yg_cUbT4x9mnyTNEvxGUx7TP0RqBMKV4DoZQQPKpt33gpWfbTPRo_0k3MpKkYRgNYGclCM3J-sRJWQ9RYAXgUKMszL2z1i-/s1600/1016429_508547285889564_524744830_n.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="146" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiWFMmFjDYsR1QzRYXDLGHo6uYF5pfwI6y2i2lwNykMt3kF8Yg_cUbT4x9mnyTNEvxGUx7TP0RqBMKV4DoZQQPKpt33gpWfbTPRo_0k3MpKkYRgNYGclCM3J-sRJWQ9RYAXgUKMszL2z1i-/s400/1016429_508547285889564_524744830_n.jpg" width="400" /></a></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com0tag:blogger.com,1999:blog-6498590814946645460.post-17071185804595740092013-07-24T05:15:00.001-07:002013-07-24T05:19:47.684-07:00Build your Brand with muse<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5ScCvQM7LoxzFtTbnmaLsuym7unwCiBpmcC-zlFbKmnHQ3FgbU_7Hn8ehKnTk30b4j5R360CTtNTtw1jGQx_qKF8Q8rMYOV0WXSW4wYPOGoYnaFnw6639ck0_FVcy4AkMydAXviHmtK_-/s1600/Muse+1.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg5ScCvQM7LoxzFtTbnmaLsuym7unwCiBpmcC-zlFbKmnHQ3FgbU_7Hn8ehKnTk30b4j5R360CTtNTtw1jGQx_qKF8Q8rMYOV0WXSW4wYPOGoYnaFnw6639ck0_FVcy4AkMydAXviHmtK_-/s400/Muse+1.jpg" width="400" /></a></div>
<div class="MsoNormal">
<i><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">An Idea is an illusion till it kicks
the sales.<o:p></o:p></span></i></div>
<br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">We are in the business of
making brands grow through ideas. Our grey cells exercise to keep
your brand fit and young. A healthy brand has all the reason to feel proud. If
health is wealth, your brand remains always prosperous with us. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEio05URC6h_k0zntI80kB09EVJN88V6JtRVWjQRLalzva-l4ZR4Ntf_g6ClvpIBJyTZlQ_cNfpb9YC5jQmv1iQVcRJJniIDa5Ns7Y-F7Z1jMs_a018v73VBvRcDO5W2VUYwX8p_M9ODj1mX/s1600/Muse+2.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEio05URC6h_k0zntI80kB09EVJN88V6JtRVWjQRLalzva-l4ZR4Ntf_g6ClvpIBJyTZlQ_cNfpb9YC5jQmv1iQVcRJJniIDa5Ns7Y-F7Z1jMs_a018v73VBvRcDO5W2VUYwX8p_M9ODj1mX/s400/Muse+2.jpg" width="400" /></a></div>
<div class="MsoNormal">
<i><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">Advertising that cannot provoke
thought is merely marketing.<o:p></o:p></span></i></div>
<div class="MsoNormal">
</div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">The thought-centric agency derives
its power from the eccentricities of its inhabitants. Unanimously,
the elements of art, aestheticism, imagination, intellect and research feed
your brand and fulcrum it towards its goal. <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizKu9H7Z591LwXzqUCcXPYX0zhjtyf5NPHwLcApUJAp3v14tyUnIc3fyDdzO2xFF1qMtav_wASutUBH8PfAyBBCYAMPyCJiVo61Mv7kkT_99NKXDEM2rmMSwhR_6aA9U2EVq8ujk9WsVw6/s1600/Muse+3.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEizKu9H7Z591LwXzqUCcXPYX0zhjtyf5NPHwLcApUJAp3v14tyUnIc3fyDdzO2xFF1qMtav_wASutUBH8PfAyBBCYAMPyCJiVo61Mv7kkT_99NKXDEM2rmMSwhR_6aA9U2EVq8ujk9WsVw6/s400/Muse+3.jpg" width="400" /></a></div>
<div class="style3">
<i><span style="font-size: 11.0pt;">Your investment in media will
become charity if you try to save on creative communication.<o:p></o:p></span></i></div>
<span class="style8"><span style="font-size: 11.0pt;">Our strategic</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style10"><span style="font-size: 11.0pt;">creative communication</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style8"><span style="font-size: 11.0pt;">helps you buy visibility and sales
for</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style10"><span style="font-size: 11.0pt;">print</span></span><span class="style8"><span style="font-size: 11.0pt;">(newspapers, magazines, bulletins…),</span></span><span class="style10"><span style="font-size: 11.0pt;">electronic</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style8"><span style="font-size: 11.0pt;">(radio -television),</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style10"><span style="font-size: 11.0pt;">OOH, social media campaigns</span></span><span class="style8"><span style="font-size: 11.0pt;">. We potentiate your investments
by:</span></span><span style="font-size: 11.0pt;"><o:p></o:p></span><br />
<span style="font-size: 11pt;">Creative Campaign Planning,
Designing, Copy</span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDqM624xOjN8otJZB84GfdxoRUVfzMPfwyiGdN1PcGsi0M40VVbKLXiavPvVToSvNQre0xTMlLqJ4kT2MEh7pG7FrYoJj7bVEh4gOBJprZgDj2fdA89hfOWVPXcDiuXYREmlgH4mIPkbbQ/s1600/Muse+4.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjDqM624xOjN8otJZB84GfdxoRUVfzMPfwyiGdN1PcGsi0M40VVbKLXiavPvVToSvNQre0xTMlLqJ4kT2MEh7pG7FrYoJj7bVEh4gOBJprZgDj2fdA89hfOWVPXcDiuXYREmlgH4mIPkbbQ/s400/Muse+4.jpg" width="400" /></a></div>
<i><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">If you are in the trend, you are out
from setting the trend.</span></i><br />
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">We protect your brand from being
stereotyped in the market (unless required). We manage your internal and
external communications to sync the brand to a uniform tone. Brand
identity (logo, corporate stationery) forms an integral part to the
above process in addition to Collaterals (brochures, catalog, direct mailer, and
posters, pop). <o:p></o:p></span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";"><br /></span></div>
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8xOzYhuYF8Wx11DaBs_j8nWGIDAKHxhHcf9162es9ovX7O4JdjBDZ4whuf8aTriorP6T5MS1LZyraS7BIY9Vo9xEogg1XuPj4aE5MV3lNTBCusV8ZsKgrENgQRIRz27ft5yDdSHxgwDtB/s1600/Muse+5.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh8xOzYhuYF8Wx11DaBs_j8nWGIDAKHxhHcf9162es9ovX7O4JdjBDZ4whuf8aTriorP6T5MS1LZyraS7BIY9Vo9xEogg1XuPj4aE5MV3lNTBCusV8ZsKgrENgQRIRz27ft5yDdSHxgwDtB/s400/Muse+5.jpg" width="400" /></a></div>
<div class="style3">
<i><span style="font-size: 11.0pt;">Unless Brand transfers its
energy, it gets depleted.<o:p></o:p></span></i></div>
<span class="style8"><span style="font-size: 11.0pt;">Your brand gets various
channels to transfer its energy through</span></span><span class="apple-converted-space"><span style="font-size: 11.0pt;"> </span></span><span class="style9"><span style="font-size: 11.0pt;">Corporate Videos, Infomercials,
Public Service Video, Sales Video, Demo / Presentation Video, Film Promos,
Television Commercials, Radio Jingles, Documentary Features.</span></span><br />
<br />
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjU1JM6CQcnUSNJRPrNP54bc7wI6TK00T6P7e5U9iddcccjQFnVmuju-j4h4bMRSnlZe35zLJpTJjfj1Ij7it_m8Iu7-NPfJu9KjYwmmg-q2K_5i7pkOplcSJj7eiIZQI2V8Sij4vpUfU0D/s1600/Muse+6.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjU1JM6CQcnUSNJRPrNP54bc7wI6TK00T6P7e5U9iddcccjQFnVmuju-j4h4bMRSnlZe35zLJpTJjfj1Ij7it_m8Iu7-NPfJu9KjYwmmg-q2K_5i7pkOplcSJj7eiIZQI2V8Sij4vpUfU0D/s400/Muse+6.jpg" width="400" /></a></div>
<div class="MsoNormal">
<i><span style="font-family: "Times New Roman","serif"; mso-fareast-font-family: "Times New Roman";">If you are not seen, you are not
sold<o:p></o:p></span></i></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;">How can brand escape audience’s amnesia? How can
shelf life of brand be prolonged? What does it take for
the brand make a red carpet entry into public’s long term
memory?</span></div>
<div class="MsoNormal">
<span style="font-family: "Times New Roman","serif"; font-size: 11.0pt; line-height: 115%; mso-ansi-language: EN-US; mso-bidi-language: AR-SA; mso-fareast-font-family: "Times New Roman"; mso-fareast-language: EN-US;"><br /></span></div>
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com0tag:blogger.com,1999:blog-6498590814946645460.post-68309175480527147662013-07-17T05:44:00.000-07:002013-09-28T05:09:10.747-07:00Advertising, Branding & Marketing Trends for Education Sector<div dir="ltr" style="text-align: left;" trbidi="on">
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Anonymoushttp://www.blogger.com/profile/12331713241292490020noreply@blogger.com2tag:blogger.com,1999:blog-6498590814946645460.post-61981195441039946192013-06-19T05:03:00.001-07:002013-07-17T05:46:12.092-07:00The changing phase of Creative Communications in Public Service Sector<div dir="ltr" style="text-align: left;" trbidi="on">
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Today, if creative communication in public service sector
should continue its power of achieving long term sustainable behavior within
the community, it needs to be coherent with the evolving needs of the society. The
public service campaigns, in contemporary times, need not be only mass
awareness driven but mass infotainment driven. Earlier where our IEC prototypes
reflected more colloquial influences, today they are enjoying more universal
feel. The reason for change in the pattern and type of communication lies in
the changing aspirations, new media and its easy accessibility. Where youth in
rural India is connected with his peers across globe with just a shake of
social networking app, there is a desire to move from local to global. Though
the same implication may not hold true for the older generation in Indian
rural, the need for change is penetrating deeper. Earlier the expected mothers
in rural areas looked for the information in the collaterals and communications.
Today the ‘moms to be’ are looking for the aesthetics of the collaterals and
the depiction of their own personality.<br />
They better connect with those artworks
which depict <i>‘them’</i> more beautifully. As a part of our primary
research in Bihar, we developed two artworks and sent them across the community
where our campaign was to go live. One artwork was developed keeping the
strong local influence and the other artwork was given a more universal feel.
The target audience found better connectivity to the latter artwork as the
latter depicted progressive and beautiful characters. The important thing to
remember is that rural India is receptive to only those
innovations/changes/products which add modernity to their existing Indianness
not the ones that endanger their social structure.</div>
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<w:LsdException Locked="false" Priority="33" SemiHidden="false"
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<w:LsdException Locked="false" Priority="37" Name="Bibliography"/>
<w:LsdException Locked="false" Priority="39" QFormat="true" Name="TOC Heading"/>
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<style>
/* Style Definitions */
table.MsoNormalTable
{mso-style-name:"Table Normal";
mso-tstyle-rowband-size:0;
mso-tstyle-colband-size:0;
mso-style-noshow:yes;
mso-style-priority:99;
mso-style-parent:"";
mso-padding-alt:0in 5.4pt 0in 5.4pt;
mso-para-margin-top:0in;
mso-para-margin-right:0in;
mso-para-margin-bottom:10.0pt;
mso-para-margin-left:0in;
line-height:115%;
mso-pagination:widow-orphan;
font-size:11.0pt;
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mso-ascii-font-family:Calibri;
mso-ascii-theme-font:minor-latin;
mso-hansi-font-family:Calibri;
mso-hansi-theme-font:minor-latin;}
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