Consumer Research & AnalysisUser Experience & Usability TestingBranding & Advertizing

Innovation through DesignProduct Design & DevelopmentStrategic Design

CULTURAL BRANDING

ANEESHA BHARADWAJaneesha_bharadwaj@yahoo.co.in

AREAS OF INTEREST:

Projects (individual/ group)

Topics

FERRERO

PROCTER & GAMBLE

BARILLA

ELECTROLUX,

WASTE MANAGEMENT

ETHNOGRAPHY, NEPAL

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Implementing a communication campaign for Ferrero that provides a complete chocolate experience to the Indian consumer.

The Made in Italy brand has to build on its brand experience to suit India’s local tastes andvalues. With Cultural Branding, Ferrero will be able to build their Brand Loyalty and Trustthat goes beyond their product’s taste.

CULTURAL BRANDING

FOCUS ON FERRERO’S MARKET IN INDIA: To expand Ferrero from a premium chocolatebrand to an experience delivering entity in India.

CULTURAL BRANDING: Ferrero

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Varied size, height and taste

Assorted Packaging

Pocket size packsChocolate on Indian platter

Capturing the effort

Instagram

Ferrero chef

AWARENESS CAMPAIGN D.I.Y PROJECT CATALYST EFFECT

Chocolate making process

Tasting

CULTURAL BRANDING

INTERACTIONDIVERSITY

EFFECTIVE CONSUMPTION

FOCUS ON FERRERO’S MARKET IN INDIA: The Gateway of joy..

CULTURAL BRANDING

INNOVATIONMODEL

Benefits for theConsumer:

Communication Strategy

- Chocolate Experience- Platform to participate- Diverse product selection

FOCUS ON FERRERO’S MARKET IN INDIA:

The project hive is focused on exploring how Procter & Gamble can say the ‘thank- you mum’campaign around the world and beyond the Olympics. We want all moms to shine!

CULTURAL BRANDING

Presentation at P&G HQ. Geneva, Switzerland.June 2012.

MOM’S CAN SHINE: The campaign strategy is to communicate and provide everymother around the world an opportunity to express and accomplish her desiresand dreams, by consuming P&G’s products.

BRAND DESIGN: Procter & Gamble

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Benefits for ourmoms

- Discovering their needs- Community campaign- Teamwork

Massage Treatment Gym Membership Volunteer WorkDance Lessons

“A bottle of 20 minutes spa” Herbal Essences“A tube of 24 hours beautiful smile” Crest“A box of one hour free time” Ariel

Presentation at P&G HQ. Geneva, Switzerland.June 2012.

In the SuperMarkets, on the P&G’s products.

MOM’S CAN SHINE: Moms, reward yourself by empowering your hidden inner desires.Bring on that ‘shine’ to your precious time by following your heart.

BRAND DESIGN

Hidden Value

Time Coupons

‘Shine’ rewardsfor our moms

Expand Barilla from a food product driven company into a company delivering experiences,knowledge and model of life, through Passion + Artistic expression + Conviviality.

CULTURAL BRANDING

Presentation at Barilla HQParma, Italy.February 2012.

BARILLA OPEN KITCHENS: Developing an open platform community that encouragesand nurtures self expression, knowledge share that open up new opportunities forthose who dream of opening up their own restaurants.

DESIGN INNOVATION: Barilla

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

Key Players

DESIGN THINKING

Presentation at Barilla HQParma, Italy.February 2012.

Open Kitchens Positioning:

Phase1: ONLINE COMMUNITYCulture Hunter/ Gather

Participants create recipes which can earn high score online andget them popular to enter thenext phase.

This provides opportunity for thechosen chef to run their ownrestaurant under partnership withBarilla and Eataly.

15 Chefs- 6 days per chef with 1menu each. This stage cultivatesconviviality and sources a BarillaAmbassador.

Phase2: TRAVELING INCUBATORCulture Experience

Phase3: CHEF’S RESTAURANTCulture Broadcast

DESIGN INNOVATION

Quism is an interactive kitchen concept fostering communication virtually thereby targeting aglobal audience. Taste what the world can offer on your palatte. Meet others to share andlearn international recipes.

CULTURAL BRANDING

Electrolux Exhibition.Lasalle College, Singapore.December 2009.

QUISM: Tomorrow’s kitchen and kitchen appliances for the silver generation. Quism isdesigned with an innovative way to introduce fresh perspective to the cookingprocess and its preparation.

PRODUCT EXPERIENCE: ELECTROLUX & >60 DESIGN CENTRE

System components:Waterfall screenInduction cooking areaExtendable sub table

Applied Technology:Water screen projectionInfra-red proximity sensorZoneless Induction cooktopTransparent touch sense controls

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Product System developed to address hygiene and waste management issues where utmost importance to both the system and relevant product designed was sustainability and contextof place.

CULTURAL BRANDING

LASALLE SHOW Exhibition.Lasalle College Singapore.

June 2010.

‘DHEER’ elevating Hygiene: Addresses the issue of waste management at the grass rootand source levels in the rural areas in India. Dheer improves the quality of life of therural people while respecting their cultural and social behaviour.

PRODUCT EXPERIENCE: Elevating hygiene in rural areas.

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Attachment to thecow’s body withcareful considerations.

Product Placement

Labourers of the Seti River Sharing head-band carrier system

The focus of this project is to put ethnographic & design research methods into field practice.By observing how people behave and relate to their environment and proposing a bettertechnique for better work efficiency.

CULTURAL BRANDING

Nepal: Ethnography&DesignLasalle College, Singapore.published, August 2010.

POKHARA NEPAL, Seti River: To optimize the human load system in a quarry throughdesign interventions in the labour work-flow and the load carrying contraption inorder to create better working conditions for the workers.

DESIGN THINKING: Ethnography & Research

BRAND DESIGN

DESIGN INNOVATION

PRODUCT EXPERIENCE

DESIGN THINKING

Empty gunny sack thatis a cushion b/w the load and the person’sback.

Held by the forehead& attached to a rope.

Rope tightly pressesgunny sack. Heaviersack tighter the hold.