STRAIGHT LINES by Ogilvy & Mather Mumbai for Hindustan Pencils

STRAIGHT LINES

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Industry Household maintenance & pet products
Media Design & Branding
Market India
Agency Ogilvy & Mather Mumbai
Executive Creative Director Zenobia Pithawalla
Creative Director Mihir Chanchani
Copywriter Varsha Desai
Illustrator Sneha Sathe
Released December 2010

Credits & Description

Category: Posters
Advertiser: HINDUSTAN PENCILS
Product/Service: NATARAJ SCALES
Agency: OGILVY & MATHER
Date of First Appearance: Dec 12 2010
Entrant Company: OGILVY & MATHER, Mumbai, INDIA
National Creative Director: Abhijit Avasthi (Ogilvy & Mather)
National Creative Director: Rajiv Rao (Ogilvy & Mather)
Executive Creative Director: Zenobia Pithawalla (Ogilvy & Mather)
Creative Director: Mihir Chanchani (Ogilvy & Mather)
Art Director: Sneha Sathe (Ogilvy & Mather)
Copywriter: Varsha Desai (Ogilvy & Mather)
Illustrator: Sneha Sathe (Ogilvy & Mather)
Media placement: Posters - Stationery Shops - 12th December 2010

Describe the brief from the client
When it came to scales, people were not fussed about which brand to buy. The client wanted Nataraj to become top of mind.

Describe the challenges and key objectives
To show that there is a lot more you can do with the humble scale than just make boring lines

Describe how you arrived at the final design
We took a conscious decision of staying with the benefit of straight lines. As it was important to the consumer.
However with the scale we created shapes you would never attribute to a scale.

Give some indication of how successful the outcome was in the market
Nataraj Scales stand for radical thinking and creativity. Quite an image makeover for a brand that has been around for almost 2 decades.