Happydent Design & Branding HAPPY INDIANS by McCann Erickson Mumbai

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Industry Chewing-Gum
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Creative Director Denzil Machado, Abhinav Tripathi
Copywriter Purva Bakalkar
Designer Siddhi Yadav
Released November 2011

Credits & Description

Category: Illustration
Chief Creative Officer: Prasoon Joshi (Mccann Worldgroup)
Creative Director: Denzil Machado (Mccann Worldgroup)
Creative Director: Abhinav Tripathi (Mccann Worldgroup)
Art Director: Purva Bakalkar (Mccann Worldgroup)
Art Director: Siddhi Yadav (Mccann Worldgroup)
Copywriter: Purva Bakalkar (Mccann Worldgroup)
Illustrator: Siddhi Yadav (Mccann Worldgroup)
Image Retouching: Bharat Lakhani (Mccann Worldgroup)
Production: Robert Joseph (Mccann Worldgroup)
Account Manager: Swati Mongia (Mccann Worldgroup)
Designer: Siddhi Yadav (Mccann Worldgroup)
Media placement: Packaging - Retail - 23rd November 2011

Describe the brief from the client
Though many battles in retail are fought above the line, in a country of 1.21 billion, the war is often won at the counter shelf. Happydent Complete, a teeth protection gum, was fighting a losing battle at POS. The challenge thus was to create visibility in a heavily cluttered segment.

Describe the challenges and key objectives
Create packaging with a bite, literally.

Describe how you arrived at the final design
Borrowing a vibrant street-art style, we took popular Indian archetypes and crafted their colourful caricatures. What we got was a fun and vibrant design solution that didn’t just leave a smile on our face, but on the pack itself.

Give some indication of how successful the outcome was in the market
The response we’ve got so far on the new pack has been overwhelming. Even in smaller towns, where product placement on the shelf is as unorganized as the shelf itself, we’ve managed to kick the competitions teeth in. And Happydent Complete is on its way to becoming India’s favourite teeth protection gum.