People Creds

THE TRUTHPEOPLE VALUE RELATIONSHIPS THE MOST.

OUR PURPOSETO NURTURE STRONG AND MEANINGFUL RELATIONSHIPS BETWEEN PEOPLE AND BRANDS.

OUR GOALTO EVOLVE IDEAS THAT HELP OUR CLIENT’S BUSINESS GROW.

OUR BELIEFOUR BRANDS AND IDEAS FIT INTO PEOPLE’S LIVES AND NOT THE OTHER WAY AROUND.

LET'S GET BACK TO BASICS. LET'S GET TO

THE BOTTOM OF THE PROBLEM. LET'S SOLVE

ISSUES. LET'S EXPLORE OPPORTUNITIES.

LET'S BUILD RELATIONSHIPS BETWEEN

BRANDS AND CONSUMERS.

LET'S REMEMBER THAT THIS BUSINESS HAS

ALWAYS BEEN ABOUT

OURCLIENTS

SOME WORK

VIJAY KARNATAKAARGETReaders of Kannada Daily in Karnataka, especially between 18 to 40 years old

OPPORTUNITYIndia is becoming a younger nation by the year. We thought it’s time we started connecting with the youth of this land and positioned the brand/product for them.

IDEA‘YUVA GARJANE’ – The uproar of youth

VIJAY KARNATAKAVIJAY KARNATAKATARGETAdvertisers and marketers

OPPORTUNITYVijay Karnataka is the No.1 Kannada Daily in Karnataka. It also has a significant number of people who matter to advertisers and marketers.

IDEA“Why try so hard when you can easily reach the affluent people in Karnataka”

VIJAY KARNATAKATARGET: Advertisers And Media Planners

OPPORTUNITY: Apart From Being Karnataka’s No.1 Daily With 34 Lakh Readership, It Had A Sole Readership Of 83%. It Simply Meant These Readers Couldn’t Be Reached Through Any Other Daily.

IDEA: Present Our Sole Readers As A Collective Just Waiting To Be Spoken With.

VIJAY KARNATAKAOBJECTIVE:Put pressure on Bangalore’s Municipality to fix dangerous road humps in the city.

THE ISSUE:Apathy. Bangaloreansare too preoccupied with their own lives to bother about macro-issues. In fact, we are so proud of this laziness and indi�erence that we coined a catchphrase for it –solpa adjust maadi. Meaning thoda adjust karo yaar or ‘take it easy’. It’s the uno�cial slogan of this city. It is also symptomatic of what’s wrong.

ROLE OF COMMUNICATION: Incite some sort of action but not be activist in nature. People are frustrated because they don’t know who to turn to for help. Motivate them to express themselves.

VK CLASSIEFIEDSOBJECTIVE:Re-launch VK Classifieds and generate extra revenues from Vijya Kanrataka’s massive readership base.

THE INSIGHT:People tend to get stuck into a rut of waiting for things to happen instead of doing something about it.

THE IDEA:Don’t wait till it’s too late.

VIJAYA NEXTOBJECTIVE:Launch Times Of India Group’s new Kannada weekly magazine, that looks like a newspaper.

THE BARRIER:“I don’t want another newspaper.”

THE SOLUTION:Set expectations right. Tell our reader that it’s not a newspaper.

VIJAYA NEXTAs a follow-up to the launch campaign, we followed-up with a brand campaign positioned Vijaya Next as a paper for weekend reading.

MANCHESTER UNITED RESTAURANT & BARTHE OBJECTIVE:Launch Manchester United Restaurant and Bar in Bangalore.

THE CHALLENGE: Make the outlet relevant to more than just fans .

THE INSIGHT:Indians by nature love to celebrate every little peak in their day-to-day lives. It could be a job promotion, a new bike, cracking a deal or becoming a parent.

THE SOLUTION: Celebrate everyday victories in a place that’s virtually a temple to a brand synonymous with winning and greatness.

MANIPAL HOSPITALSTHE OBJECTIVE: To educate people about a startling medical fact: protecting your kidneys can save your heart.

THE BARRIER: People tend to have a "If I don't know, it can't hurt me" attitude about medical facts and health. And therefore find it easy to ignore warnings and heads-up messages. Add to that the serious, overbearing tone of medical communication as more reason to look the other way.

THE SOLUTION: Disarm people with non-medical, non-preachy messaging that doesn't scare or intimidate.

VDB WILLOW FARMTARGETThe affluent

OPPORTUNITYSell the location (Whitefield) which is away from the maddening crowd.

IDEARomancing the location.

VDB CELADONTHE OBJECTIVE: Sell Celadon homes in Yelahanka, Bangalore

THE BARRIER: “Yelehanka? Too far.”

THE SOLUTION: Turn the barrier on its head and show our TG what Celadon is ‘far away’ from.

VDB NUSA DUATHE OBJECTIVE: Sell the one solitary villa left

THE BARRIER: For inexplicable reasons, only one villa remained unsold. Nusa Dua as a name was out of the newspapers and so out of mind.

THE SOLUTION: Invite readers to speak with Mr.Koshy Varghese (MD of VDB) who’d moved into one of these homes himself.

THE COLLECTIVETHE OBJECTIVE: Launch Madura Garments’ premium lifestyle store for men.

THE BARRIER: Fancy foreign labels are for fancy foreign models. They won’t look good on my humble Indian body.

THE SOLUTION: We don’t just sell clothes, we help find you a look. So there’s no need to be intimidated by foreign brands and looks any more.

PEPSTHE CHALLENGE: Sell mattresses to Indians - a product category that’s a lowly 18th on their consideration set.

THE BARRIER: Sleep itself is a much neglected and ignored commodity is today’s crazy world. So where does the question of a mattress pop up in the first place?

THE SOLUTION: Peps isn’t selling mattresses. It wants you to start respecting and practicing sleep again.

VERBATTLETHE CHALLENGE: Gain participation from schools and colleges for a state- level debate contest.

THE BARRIER: Another contest? How boring.

THE SOLUTION: Create a larger than life context for the contest. Show kids that their ideas truly can shape the solutions the world needs.

PEOPLE DESIGN AND COMMUNICATIONS (INDIA) PVT LTD A 306, Chitrakut Environs, 184, 4th Cross, II Stage,

Veerabadra Nagar, Vibuthipura, Bangalore 5600 037 balaji@peopleindia.biz, rajeev@peopleindia.biz

Ph: 9845294350, 9845073016.