Wimco Design & Branding SPARK-DANDI MARCH by DDB Mudra Group Mumbai

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SPARK-DANDI MARCH

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Industry Household maintenance & pet products
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Director Deepak Singh Dogra
Copywriter Sneha Mirgal
Released April 2011

Credits & Description

Category: Illustration
Advertiser: WIMCO
Product/Service: SHIP SAFETY MATCHES
Agency: MUDRA COMMUNICATIONS
Date of First Appearance: Apr 30 2011
Entrant Company: MUDRA COMMUNICATIONS, Mumbai, INDIA
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Creative Head: K.B. Vinod (Mudra Communications)
Creative Director: Deepak Singh (Mudra Communications)
Art Director: Sneha Mirgal (Mudra Communications)
Illustration: Sneha Mirgal (Mudra Communications)
Copywriter: Sneha Mirgal (Mudra Communications)
Media placement: Poster - Shops - 01/12/2010
Media placement: Poster - Malls - 06/03/2011
Media placement: Poster - Supermarkets - 06/02/2010
Media placement: Print - Newspapers - 30/04/2011
Media placement: Print - Newspapers - 30/04/2011
Media placement: Print - Newspapers - 30/04/2011

Describe the brief from the client
To remind the audience that Ship Matchsticks have been a part of their lives since 1928

Describe the challenges and key objectives
Its a challenge to compile a lineage so vast is one communication piece.

Describe how you arrived at the final design
Image is painted on to paper with fire.

First image portrays Dandi March of 1930, an iconic moment when Gandhi walked to Dandi in nonviolent protest against British salt monopoly . This act triggered a nationwide 'civil disobedience movement'

Translation of copy: A spark can start a wildfire. Ship matchboxes. In service of the nation since 1928.

Give some indication of how successful the outcome was in the market
Brand recall went up by 112% and ship matchboxes became the most recalled brand.