SHADE/VISITING CARD by McCann Erickson Mumbai for Kansai Nerolac Paints

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SHADE/VISITING CARD

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Industry Paints, Paint Brushes, Adhesives
Media Design & Branding
Market India
Agency McCann Erickson Mumbai
Executive Creative Director Ryan Menezes
Copywriter Namrata Rao
Photographer Denzil Machado
Released October 2009

Credits & Description

Category: Stationery
Advertiser: KANSAI NEROLAC PAINTS
Product/Service: PAINT
Agency: McCANN WORLDGROUP
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: McCANN WORLDGROUP, Mumbai, INDIA
Chief Creative Officer: Prasoon Joshi (McCann Worldgroup)
Executive Creative Director: Ryan S Menezes (McCann Worldgroup)
Art Director: Namrata Rao (McCann Worldgroup)
Copywriter: Namrata Rao (McCann Worldgroup)
Photographer: Denzil Machado (McCann Worldgroup)
Production: Robert Joseph (McCann Worldgroup)
Production: Sunil Chalke (McCann Worldgroup)
System Correction: Harshal Pandere (McCann Worldgroup)
Media placement: Visiting Cards - trade fairs and exhibitions - 7 October 2010

Describe the challenges and key objectives
There were four distinct objectives, design a unique visiting card, cut the clutter, keep it cost-effective and above all, make it more than ‘just a visiting card’. The challenge was to achieve all these at the same time.

Describe the brief from the client
In the paint and home maintenance category, a significant amount of business transactions take place at huge trade fairs and exhibitions. At these venues, a lot of business cards are handed out to visitors and potential clients. As a result, the potential client invariably ends up with a confusing handful of business cards from competing companies. Hence the task here was to design visiting cards that would stand out in the clutter.

Describe how you arrived at the final design
We created business cards that served a dual purpose – they doubled up as paint shade swatches / shade cards. When prospective clients asked for a business card, they were shown the impressive shade card range and asked to pick their favourite colour, any colour. When they did, it was promptly torn out of the swatch booklet and handed to them.

Give some indication of how successful the outcome was in the market
This unique visiting card helped to create a personal, human interaction that was remembered by many. This, in turn, led to clients retaining the visiting card. And since the swatches were smaller than regular business cards, they were also cost efficient to produce.