Venus Drugs & Cosmetics Design & Branding SPIKE HOLD CALENDAR by Publicis Beehive Mumbai

SPIKE HOLD CALENDAR

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Industry Hair Care
Media Design & Branding
Market India
Agency Publicis Beehive Mumbai
Art Director Amit Malik
Illustrator Amit Mithkar
Print Production Manager Suresh Madge
Released December 2011

Credits & Description

Category: Calendars
Advertiser: VENUS DRUGS & COSMETICS
Product/Service: HIPHOP HAIR STYLING GEL
Agency: BEEHIVE COMMUNICATIONS
Creative Director/Copywriter: Shyamashree D'Mello (Beehive Communications)
Art Director: Amit Malik (Beehive Communications)
Illustrator: Amit Mithkar (Beehive Communications)
Vice President - Client Sevices: Unmesh Vichare (Beehive Communications)
Account Manager: Samraat Manchekar (Beehive Communications)
Print Production Manager: Suresh Madge (Beehive Communications)
Print Production: Suresh Rane (Sneha Prints)
Production: Neelesh Kamat (Zenograph)
Media placement: Spike Hold Calendar - Distributed To Hair Stylists, Prominent Salons And Male Grooming Parlors - 15th December 2011

Describe the brief from the client
Announce the launch of the Spike Hold Hair Styling Gel from Hip Hop, a consumer products company specialising in grooming products for the metrosexual male.
Visualise and execute an interactive product showcase to create product advocates and engage the end consumers

Describe the challenges and key objectives
Focus at the young and the adventurous audience looking at experimenting with a new extreme look for the upcoming party season.
Devise a memorable communication keeping in mind the ‘Spike Hold’ concept of the hair gel product and promote the product with an aggressive visual message in line with this concept.

Describe how you arrived at the final design
An end of the year launch fuelled the idea for a ‘Hair-raising’ calendar concept, for higher acceptance levels among end consumers.
With hair stylists being trendsetters, communication was targeted through them, at prominent men's salons and parlours.
6 tear off sheets, each featuring 2 months and unique hair-raising situations against every month were displayed. These situations were depicted using hilarious illustrations that the audience could relate to.
The calendar mechanism is a vertically movable slider with a product image, which when adjusted against the desired month immediately spikes the hairdo of the illustration, which further establishes the 'Spike Hold' concept of the product.

Give some indication of how successful the outcome was in the market
The dearth of such an innovative concept calendar in this segment ensured it was used perpetually targeted by every salon and parlour.
The intrigue created by the innovation resulted in a large number of hair stylists either using or recommending the gel to several of its extreme audiences.
The unique presentation of the concept created heightened interest levels amongst consumers for an extreme/adventurous look.
The out-of-the-box idea put forth the value proposition of the product to its end users in an exciting way - instantly generating an interest to try, if not purchase, samples of Spike Hold Hair Styling Gel.