Helpage India Design & Branding A HELPING HAND by Publicis Ambience Mumbai

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market India
Agency Publicis Ambience Mumbai
Executive Creative Director Tushar Kadam
Art Director Santosh Sonawane
Copywriter Manan Pandya
Photographer Samier Salunke
Released January 2011

Credits & Description

Category: Self Promotion
Product/Service: AGE CHARITY
Date of First Appearance: Jan 8 2011
Vice Chairman/National Creative Director: Ashish Khazanchi (Publicis Communications)
Executive Creative Director: Tushar Kadam (Publicis Communications)
Senior Creative Director: Shahrukh Irani (Publicis Communications)
Senior Creative Director: Vivek Rao (Publicis Communications)
Art Director: Santosh Sonawane (Publicis Communications)
Copywriter: Manan Pandya (Publicis Communications)
Account Director: Natasha Dani (Publicis Communications)
Photographer: Samier Salunke
Media placement: Walking Stick - Given To Old People Registering With HelpAge India - 8th Jan,2011

Describe the brief from the client
HelpAge India, a non-profit organization working for the welfare of the elderly, wanted to tell old people that they would be cared for at every step through an innovative medium.

Describe the challenges and key objectives
The target audience was old, lonely and forgetful and therefore needed something that would be simple, thoughtful and a reminder of HelpAge India's support.

Describe how you arrived at the final design
We took an object that most old people depend on everyday - their walking stick and redesigned it. The handle of the stick was made to resemble a human hand with the helpline number of HelpAge India printed on it. These were given to old people registering with HelpAge India.

Give some indication of how successful the outcome was in the market
Apart from the obvious physical support, the hand-shaped handle gave these old people tremendous mental support. This was evident by the increase in the number of calls to the helpline number.