The Miniland Playschool Design & Branding PUZZLING CALENDAR by DDB Mudra Group Mumbai


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Industry Education
Media Design & Branding
Market India
Agency DDB Mudra Group Mumbai
Creative Group Head Parinita Purohit, Divyan Kriplani
Executive Creative Director Kb Vinod
Creative Director Ashish Phatak
Released December 2010

Credits & Description

Category: Calendars
Date of First Appearance: Dec 15 2010
Chief Creative Officer: Bobby Pawar (Mudra Communications)
Executive Creative Director: KB Vinod (Mudra Communications)
Creative Director: Ashish Phatak (Mudra Communications)
Creative Group Head: Parinita Purohit (Mudra Communications)
Creative Group Head: Divyan Kriplani (Mudra Communications)
Visualiser: Dylan Drego (Mudra Communications)
Media placement: Calendar - Distributed To Parents In The Vicinity Of The School - 15 December 2010

Describe the brief from the client
To begin with, Miniland School is a playschool for kids between 2 and 4 years of age. While most playschools tend to only touch upon the basics, Miniland has attempted to raise the bar by devising learning methods that are not only easy to understand but also entertaining and effective for the child.

This was the single-minded objective that Miniland School wished to convey to parents in the vicinity of their playschool.

Describe the challenges and key objectives
THE CHALLENGE(S): Firstly, Miniland School was just one amongst many playschools in the neighbourhood which promised to give their toddling students a headstart in a competitive education system. So the first challenge was to convince parents that were spoiled for choice, that Miniland School was indeed the best option for their children.

Secondly, we needed to give them an engaging example that perfectly exemplified the innovative learning techniques that Miniland claimed set them apart from other playschools.

THE OBJECTIVE: To create a communication that justified Miniland's claim of entertaining yet effective learning methods.

Describe how you arrived at the final design
Realizing the need to effectively communicate and demonstrate the Miniland's effective learning methods, we hit upon the idea of developing and designing the ‘puzzling calendar'. A calendar that featured basic puzzles for each day of the year (365 puzzles in total), which upon completion revealed the date.

Why a calendar?

2 reasons: Towards the end of the year is the period when admissions open. And in India, people across businesses send a new year calendar to existing and potential customers with a greeting.

So what better way to get a parent's attention than sending a calendar which can be used by both, parent and child.

Give some indication of how successful the outcome was in the market
A total of 100 calendars were door-dropped in the vicinity.

Miniland received 63 inquiries.

We know of 17 confirmed admissions.

But the biggest reward was to learn that parents were more than happy to send their kids to a playschool that would keep their kids occupied with effective learning methods. After all, kids between 2 and 4 aren’t really expected to know or tell the date