Filter Design & Branding INDIAN STRETCHABLE TIME by Alok Nanda & Company, Hyphen

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Industry Accessories, Bags, Leather, Watches & Eyewear
Media Design & Branding
Market India
Agency Alok Nanda & Company
Copywriter Cyrus Daruwala
Designer Prasanna M. Sankhe
Photographer Ashish Vaidya
Agency Hyphen
Released July 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: FILTER
Product/Service: ISH WATCH
Agency: HYPHEN
Managing Partner: Prasanna Sankhe (Hyphen)
Chief Executive Officer: Alok Nanda (Alok Nanda And Company)
Copywriter: Cyrus Daruwala (Alok Nanda And Company)
Photographer: Ashish Vaidya
Designer: Prasanna Sankhe (Hyphen)
Media placement: Watch - Filter Store - 20th November 2011 / Till Date
Media placement: Watch Packaging - Filter Store - 20th November 2011 / Till Date

Describe the brief from the client
Filter is a design store that retails curated works from designers, artists and the like. They approached us to design a watch for their retail purposes, one that would sync well with the Indian audience.

Describe the challenges and key objectives
However, as India is a country that seldom runs on time. ‘Fashionably late’ is safely replaced with ‘predictably late’. Cow blockades, politician escorts, and cratered roads, compound the problem and offer a valid excuse

Describe how you arrived at the final design
As the watch was a premium designer product, we used hand-crafted packaging for the watch, rather than opting for mass-produced machinery boxes. All the boxes were folded and hand-created with recycled paper. It was made through a single-cut paper fold, with no use of adhesives. In India there is no shortage of cost-effective and skilled labour, so creating the packaging was also a viable option from a commercial standpoint.
The watch was meant to run on 'Indian time'. We added a suffix to time periods and moved the numerals from their classic positions, to an approximate point on the dial.

Give some indication of how successful the outcome was in the market
The recycled paper texture gave a differentiated feel from the everyday boxes and plastic covered products. This unusual look gave a very exclusive feel, elevating it from the run-of-the-mill products.
The audience instantly connected with the watch, as it reminded them of the times they had been either the victim or culprit of tardiness. However, as an unpunctual attitude is almost part of the Indian ethos, they bought the idea and the watch, without delay. Orders have been pouring in from across the world, as it caught on in the digital space through design blogs, websites and referrals.