The most awaited time of the year is here. The biggest democracy in the world is amidst its General Elections. The political war has changed turfs from being solely offline to raging campaigns online as well. Most of the campaigns are targeted at the young demographic and are attempting to entice and appeal to them in whichever way possible. This event has garnered great attention from brands across industries. Each one is trying to claim a unique position on its significance this election.
Events such as these are heavily driven by insight. It is important to say something that not only connects with the audience and encourages them to take action but also something that makes them appreciate your brand and make you valuable. Smart brands are working towards building narratives around getting voters to polling booths. I’ve enlisted a couple of brands that have really made the cut and didn’t just create campaigns for the sake of trending topics.
The campaign insight is based on the fact that many people have moved out of the city of their birth for work or other reasons. However, they do not go back to their hometowns to cast their vote. Samsonite encourages and urges people to take a day off and travel to vote. It is a compelling message that brings out the importance of voting as well as the fact that it is our duty as citizens of this country to exercise our right to vote.
I love the position that MX player has taken by calling itself the destination for ‘everytainment’. The campaign in this light is a humorously negative take on the drama that surrounds the elections. It talks about the fake promises made by politicians as well as cleverly hints at issues such as ‘Gauraksha’ and the politics that is played using caste and community as tools. The ad ends with showing ‘live debates, comedy and news as categories that one can watch and enjoy the general elections on.
The automotive and industrial lubricant brand has continued with its cause based marketing approach. The campaign encourages youngsters with two wheelers to give rides to people and help in facilitating a large voter turnout. It is in line with their brand proposition of continuous protection and has reached out to their target audience of bike owners in India to do what they love while helping the community.
Flipkart never misses out on making edgy and really commendable takes on topics of relevance. This campaign uses the symbolic meaning of pointing fingers at each other while playing the blame game and converts it to standing together as equals. It has beautifully depicted the cultural differences across the country and talks about the elections as a festival celebrated by everyone. It focuses on how we may be divided by caste and community but we are treated as equals when it comes to casting our vote. Each of us has only one vote and thus stating that we are all equal.
Comedy central has always been appreciated as being spot on when it comes to commercials. Its campaign for the election features an operation theatre setting wherein the patient is in for a knee transplant operation however, the doctors seem to operate on the wrong knee by the toss of a coin and even the random selection by the nurse. The brand puts out the fact that ‘it ain’t funny when someone else chooses for you’ and urges its viewers to vote.
This campaign is about increasing the voter turnout to actual ground work. The Red FM team has successfully inspired residents of Dalelpur who had announced their boycott of the elections due to being ignored by the government to come out and vote. They have arranged for transportation and other facilities to increase connectivity and accessibility to polling booths. The aim is to make voting a habit by capturing first time voters, educating them and resolving their queries.
The food delivery giant has gone ahead and created a unique and compelling campaign. The app has become a part of the daily lives of youngsters today. This demographic uses their phones almost all the time. The ad brilliantly captures the fact that some things cannot be ordered online and that one needs to take an initiative to bring about a change that you wish to see.
Several brands are also running internal campaigns that encourage their staff to vote. Flipkart’s, voter registration camps for staffers, Swiggy’s ‘pledge to vote’ campaign, Samsonite with offering a leave to their employees,
Brands are trying to incentivize voters this election season. Thomas cook has initiated a discount to homebound travelers who are going to cast their vote. Hero Motocorp calls its customers to show their inked finger at their service centers in exchange for a free two wheeler wash. Subway has announced an 18% discount to voters. Mc.Donald’s is giving Rs.50 discount on select items for voters. Uber has announced the availability of rides to polling stations at discounted rates. Besides these, several local restaurants are offering their customers a discount on their bill by showing their inked finger at the location.
The greatest threat to democracy is apathy. I’m glad that it’s not just complacent communication or newsjacking but a genuine attempt at building a stronger community. Brands have chosen the right avenue to appeal to voters and to sensitize them about the importance of voting. Every single vote is important in the manifestation of a better future. Take responsibility and Vote.
Partner
With 15+ years of spatial design experience, Sveta leads the team that helps extend brands to three-dimensional spaces. She has the ability to visualise intangible attributes such as brand positioning and translate them to materials, finishes and furniture in every space. Her belief is simple – ‘every detail in retail design has to reflect the brand.’ Over the years she has worked with some of the biggest brands in the hospitality and retail industry. At ABND, she is pivotal in projects that require branded interior design, retail design, way-finding and signage systems. Sveta is as defined and disciplined in dance as she is in her work!
March 1, 2018
The pioneer of liberal education in India, Pune based FLAME University is creating waves in liberating young minds. Over the years, the institution has built a reputation for itself that is significant enough to reckon with. Built on the methodology of psychologist Howard Gardner’s ‘multiple intelligence,’ there is a renewed focus on interdisciplinary learning. A vast array of options lies for students as there are over 250 unique major-minor combinations to choose from here. While you can major in subjects like Economics, Psychology, International Studies, Environmental Studies and Journalism, you can also graduate in Dance, Music, Theatre and Design. At FLAME, you could also do a BSc in Applied Mathematics and BBA degrees in Finance, Marketing, Communications Management, HRM, Operations and Entrepreneurship.
At a time when private players are still not trusted in the field of higher education, FLAME University is still a clear preference for young minds, owing to its unique approach. The string of collaborations it has made makes it an institution of excellence which stands out. Renowned foreign universities including Nuffield College, York University of Canada, and Wellesley College, Babson Collaborative and other institutes of repute have tied up with FLAME University.
At ABND, FLAME University was given a rejuvenated identity. Several competing institutions offered Liberal Education as part of the curriculum as well. In an attempt to set themselves apart from the clutter, FLAME University needed to rebrand themselves by giving Liberal Education a new way of expression we proposed for them – ‘Diversity of the Mind.’ To know more on how this reputed institute was envisioned anew and given a dynamic visual identity. To know more Click Here
Founder-Partner
Kunal says, “I’ve no specific talent, I’m merely inquisitive.” While his past experiences include product design, retail branding, packaging and design for manufacturing his true passion lies in branding and strategy. He’s the go-to person whenever the crafting needs finesse or the creation needs a fresh perspective. A certain sixth sense guides him in business and branding, honing the skill through experience. Kunal is also a guest lecturer and visiting faculty at a college in Mumbai, teaching branding to young bright minds.
February 27, 2018
Coming into view, the emerging logistics company, Grab, have recently received heavy government investment backing from Small Industries Development Bank of India’s wholly owned subsidiary, SIDBI Venture Capital Limited. Pratish Sanghvi, the co-founder of Grab, said that this funding of $1.5million is detrimental to their growth as the company is currently working on a crowdsourcing distribution model. SIDBI has joined a list of their big investors including Aramex, Zomato, Sixth Sense Ventures and Oliphans Capital. In spite of the hyperlocal delivery space being overcrowded, Grab was a prominent player for SIDBI to consider because of its sector-agnostic approach and its high chances of being EBITDA positive.
Providing hyperlocal and intracity logistics services to businesses including restaurants, food tech platforms, pharmacies and banks, Grab was once only doing food deliveries, being known as Grab-A- Grub. ABND had worked on the brand’s identity when they wanted to expand from being a food delivery startup to an all-encompassing hyperlocal logistics company. Changing from Grab-A- Grub to Grab, their rebranding made for a more sharper and agile brand. To know more Click Here
February 22, 2018
Thursdays at ABND just got chocolaty! Each of us brought our favourite chocolate to office. There was a huge goblet brimming over with chocolates of all kinds, apart from our favourite ones too. In a game of passing the parcel, the rubik’s cube filling in for the parcel in the last moment, the chocolates were exchanged amongst the chocoholics! What you got to pick in the lottery became your chocolate.The twist in the story came with the fact that the last person to pick her own chocolate in the lottery, got a chance to win the entire Goblet of Chocolates! Poornima won the Goblet. Following that we quirked it up by trading some of our chocolates with the Goblet Queen. It was a fun trade off. There were some toothaches after, but it was a happy sugar rush.
February 19, 2018
After back to back workshops and presentations through the weeks, the team felt like taking a break under the sun. Around the coffee table, there were some games and some lively chatter. While we had started the day all pumped up with a presentation for brand identity that went down well with the client, we ended the day on a light note at a coffee shop. From acting out the weirdest of movie names like ‘Matru ki Bijli ka Mandola’ and ‘Chameli ki shaadi’, we had great fun breaking down apparently simple ones too, when playing dumb charade. All of us had a crazy good time guessing interesting symbols and rhyming words when dissecting and decoding the films. We, at ABND, love our breaks as much as we enjoy the action!
Associate-Strategy
An experimenter at heart, Nikita’s experiences in interior design, sculpture design, advertising and branding has made her flexible to new ideas and new spaces. Nikita is a certified scuba diver. She has her own website, showcasing beautiful illustrations and paintings. Her art speaks of her love for animals and her admiration for the creatures of the sea. She loves to travel around the world and brainstorm on challenges.
Associate-Strategy
Stringing up the world with words, Sumanjari is driven by creativity, but with a purpose. Munching at her table always, she can (over)think but not on an empty stomach. She loves her coffee bittersweet and her strategies well researched. Academically inclined, she has written research papers on a wide range of topics from religion and music to branding to euthanasia. Sumanjari values spending time with her students, lecturing at a college by the weekends apart from her engagement at ABND.
Head-Creative
With a strong influence in the Applied Arts, our happy-go-lucky green haired creative lead has been a constant in team ABND right from its founding years. She is always humming a tune or two and livening up the pulse of the workspace. Ekta’s optimism and openness to new ideas fuels her creative best. Quirking it up in her attire, food and art, Ekta’s innovative at heart. She has a childish impulse of surprising others. Her love for bikes and nature deserves a special mention!
Founder-Partner
Priyanka Sachdev Shahra is a design thinker and serial entrepreneur. Her passions lie in bringing meaningful projects to life. Priyanka’s experience with entrepreneurship begun in 2010, when she cofounded ABND with Kunal Vora. Always having strongly felt for what’s environmentally and socially sustainable, she set up One With Earth in 2014 as a vehicle to support such projects. She has also been involved in an interesting venture which is a first of its kind in Singapore, an online swapping platform called Swapaholic. Priyanka manages the Singapore office of ABND.
Associate-Creative
A woman of less words and more action, this designer on the dot likes to keep it short and sweet. Having mastered in design in college, Poornima is driven by discipline and style. Zumba is a favourite pastime and she is also passionate for the cause of saving stray animals. Simplicity is what defines her spirit, whether she is designing or talking.
Associate-Creative
Debugging and resolving errors, Hitesh is the techie in the house responsible for digital and web strategies. A smooth operator, he is persistent in problem-solving. He is very passionate about solving the Rubik’s cube and we can see him at it often. We can tell that at school he must have been immersed in his science projects, which led him further to study information technology. In sports too it’s always the technique which fascinates him. The music in his ears is always loud enough for the entire office to hear!
Associate-Creative
With several years of experience in Interior Design, Deepu is the go to guy for detailing each space to the T. He lives Mies Van Der Rohe’s quote “god is in the detail”. His experience helps the team visualize design concepts from a detailed point of view, mapping it on to real spaces. A quiet and simple soul, we can always see Deepu working at his desk with complete concentration. A workaholic at heart, he is also a cricket buff and a harmonium player. He likes sticking to a rule book but won’t mind swinging to a catchy rhythm when he’s off work.
Administrator
Organized and to the point, our administrator likes keeping the house in order. Florie also has varied talents in cooking, sewing and embroidering. Diligence drives us as a team and so does it drive the person who holds the pack together. Florie is fond of country music and likes reading murder mysteries.