This is a story of ambition. But more importantly this is a story of a vision. A relentless vision that took birth with one lakh rupees and forty years later has grown to become a household name in India with multiple product categories and an annual turnover of INR 21.5 billion. Founded in 1977, V-Guard has come a long way from a small manufacturing unit of voltage stabilizers to become a brand that offers a wide range of innovative electronic goods.
by Ronita Mukerjee
I travel a fair bit for work. Despite the countless number of times work takes me around India, I am always struck by Calcutta’s laid-back charm, Bangalore’s cosmopolitan buzz and Delhi’s flamboyance. The city layouts, the people and the overall energy are so distinct. They are thriving agile ecosystems of infrastructure, people, beliefs, behaviors and hopes. They are brands by themselves. And I see three key takeaways for brand professionals.
Co-authored by Sanjana Mathur, Ronita Mukerjee & Hiren Dedhia
It’s November, and those of us who have been glued to our desks all year long are already gearing up for December. Here at Landor (amidst frantic holiday planning) we felt this was a great opportunity to reflect on the year 2017 – and what a year it’s been!
We saw an explosion in FMCG and packaging projects, everything from alcohol to milk, from indulgent to healthy, from mass to premium. After spending the year soaking in consumer profiles, printing, prototyping and testing, three of us (from across client management, strategy, and design) wanted to pen down some of our learnings on what is going on in this space.
At Landor we love to excite the minds of our clients by offering them new perspectives on potentially mundane topics. This gave rise to the creation of our bi-annual thought leadership journal, SHIFT. The objective of SHIFT is simply to inspire new ideas and spark fresh thoughts. Each volume would focus on one branding topic of burning relevance to our clients. The design and copy would be aligned to bring to life the topic using powerful visuals and a compelling narrative.
It was a Saturday evening in Goa. The breeze had calmed the tropical weather and the crowd was restless with anticipation—the Kyoorius Design Awards ceremony was due to start. The late nights, the photo shoots, the multiple revisions of the designs; the blood, sweat, and tears of the team had boiled down to this one moment—was it going to be us?
Kyoorius Design Awards, the foremost creative awards for design and visual communication in India, were conceptualized in association with D&AD to honor and award the most outstanding work in the industry. The judging panel is selected in collaboration with D&AD and consists of top creatives from around the world to ensure the highest standard of judging.
Every year Kyoorius hosts a three-day event in Goa where hundreds of industry professionals gather to create a truly inspiring space. Ideas are exchanged, work is critiqued, and new associations are formed. At the end of the three days is the award ceremony where the outstanding works of the year are given recognition.
Our year had come. All the hard work and dedication finally paid off—Landor Mumbai was the proud recipient of two Blue Elephants, the symbol of the highest creative achievement. We were awarded the Blue Elephants for packaging design and the craft of design for our work for Miss Chhotee’s.
Miss Chhotee’s range of home-style sauces was born from the creator’s love for food, travel, and art. True to origin, the creator used authentic ingredients and local recipes that were collected during her travels. Our design takes inspiration from the patterns intrinsic to the art and the architecture of the countries where the sauces originate; the team brought the patterns to life using the ingredients found in each recipe. These unique label designs have managed to create instant recall on shelves and an instant aspirational appeal for Indian consumers who crave global flavours.
To add to the sweet victory, our book cover design for Crime and Punishment garnered us two in-book awards.
The excitement and energy are still running high from our recent achievement and we cannot wait to grow our animal kingdom.
See more of our work on: landor.com/work