The Idea

How the truths come together

31st July 2020
 An inspiring idea that draws from the
Cultural truths are found in the
‘truths’ and is a unifying platform around
collective aspirations, conflicts,
which the brand could create all its
tensions, values, beliefs and attitudes
communication – not just one ad, but
of people. These are often reflected
campaigns, events, digital content, CSR
in popular culture – cinema, music,
communication, packaging
advertising, social media behavior,
rituals, buying behavior
CULTURAL TRUTH

Category Truths lie in how

Brand truths are about
their purpose, vision and
values, associations,
emotions, physical
experience, visual imagery,
nostalgia, rituals
people relate to a category –
BRAND IDEA
what needs it fulfils, what
purpose it serves in their lives,
the way they use it, the rituals
BRAND TRUTH CATEGORY TRUTH surrounding it, the physicality,
semiotics, and competitive
narratives as reflected in
advertising

Great Brand ideas are found at the cusp of brand, category and cultural truths
Example : Medical Product for poorer sections
Task: Brand Platform
Example: Diagnostic ATM
• An ATM-like device that is armed with the capability of conducting
several diagnostic tests – and the ability to dispense results and
facilitate doctor consultation in real-time
• The product uses the latest technology and delivers remarkably
accurate results in minutes
• A subscription-based model in the urban areas, targeted at poorer
sections where people can avail unlimited usage of the diagnostics
services at a fixed, affordable annual fee. (Say, 1000/-)
It should not be seen as something for poorer
people, thereby suggesting that it is
Diagnostic ATM Brand
something less People must see it as the most
modern, most advanced way of taking care of
their health
In fact, by opting for this people must feel
that they are participating in the first world
The idea leverages the
technological core
Provides access to something
exclusive and modern –a
change, a movement that will
inspiring
A new-age offering from a new-
age company
Hi-Tech and advanced, yet
The core of the offering is
cutting edge technology – and
hence our brand must leverage
this. It is not an alternative way,
it is a superior way – most
modern, most advanced
• Common of people have big dreams
However, they are also faced often
with existential realities – poor
infrastructure, education, health –
which creates a tension between
CULTURAL TRUTH what they seek, and how to get there.
Ist world ambition vs 3rd The make compromises all the time
world reality as their resources.
The smarter way to good health
BRAND TRUTH
CATEGORY TRUTH
Underserved public,
Poorer Indians are used to feeling
patronage, lack of access
accessible.
and low tech ‘under-served’ – especially in the area
of health care. While wealthy people
find their own ways of working around
the system poorer people still depend a
lot on government and remain
disappointed with what they get
Example : For a new cookie brand
Task : Brand Launch
5 ideas for the same brand – exploring different
‘combination of truths.
 Brand Idea # 1

CULTURAL TRUTH In a ‘packaged’ world,

XYZ brings the
The dilemma of authenticity of
home-cooked vs bought
grandma into baking –
original recipes,
warmth, love,
nurturance and
The Grandma of Baking wholesomeness. Little
wonder that each of
her offerings have that
BRAND TRUTH CATEGORY TRUTH extra dose of magic
The promise of superior Rooted in
taste nourishment
 Brand Idea # 1A

CULTURAL TRUTH

The Dilemma of
home-cooked vs bought

Happiness is Mom-made

BRAND TRUTH CATEGORY TRUTH

The promise of superior Rooted in

taste nourishment
 Brand Idea # 2
There are times when every
mother looks for help and
reassurance – and who else can
CULTURAL TRUTH
she turn to but her own mother.
And XYZ embodies that idea – for
Every mother she is wise, experienced and fully
needs pampering understands what it takes to be a
mother. Her baking is dedicated to
the needs of every young mother
out there
From one mother to another

CATEGORY TRUTH
BRAND TRUTH
Biscuits are a
‘Baked with love’
mother’s ally
 Brand Idea # 3
A mother’s love they say is
incomparable, unconditional
and uncompromising. So while
she will indulge her kids most
of the time, she will also ensure
CULTURAL TRUTH
that she instills the right values
The need for ‘tough love’ in them – even if it means
being firm. XYZ too is
uncompromising in the same
way – she will insist on the
finest quality ingredients and
Uncompromising Love. perfection in her recipes - for it
Uncompromising Values. is this that brings out her love
in more delightful ways
BRAND TRUTH
CATEGORY TRUTH
The promise of
Indulgent and Frivolous
superior form and taste
 Brand Idea # 3A
A mother’s love they say is
incomparable, unconditional
and uncompromising. So while
she will indulge her kids most
of the time, she will also ensure
CULTURAL TRUTH
that she instills the right values
The need for ‘tough love’ in them – even if it means
being firm. XYZ too is
uncompromising in the same
way – she will insist on the
finest quality ingredients and
Values that never crumble perfection in her recipes - for it
is this that brings out her love
in more delightful ways
BRAND TRUTH
CATEGORY TRUTH
The promise of
Indulgent and Frivolous
superior form and taste
 Brand Idea # 4
The world of biscuits is changing – from
being boringly British to the extravagance
of the American cookie. Biscuits are
expected to be concentrated doses of
sensory pleasure – layered and
CULTURAL TRUTH embellished! XYZ is a never-ending source
The fighting of ‘boredom’
of new delights – new recipes, new tastes,
new twists…inspiring you to be the same

Expect something new

BRAND TRUTH CATEGORY TRUTH

Innovations in baking* From utilitarian simplicity

To sensory seduction
Example : A Construction Material Brand
Task : Imagery Change
 Construction Material Brand
The Task
The Ambition
To lead a relevant, distinctive
conversation built around our
commitment to sustainability
The Challenge
Sustainability and Construction
are not natural allies.
The Task
Create a narrative that expresses
our purpose and gives meaning to
our portfolio and policies
Insight
Brand Truth
Vivid demonstration of strength.
Rooted in the idea of home.
Soft, vulnerable interiors.
Category Truth
Sea of sameness – cliched feel-
good tropes of character strength,
social equality, nation building..
Cultural Truth
The tension between consumption
and environmentalism
Growing trend of ‘eco-anxiety’
Solution
Approach
• Stay with core value of
physical ‘strength’
• Reinterpret it relevantly to
contemporary culture -
finding ways that can resolve
the prevailing ‘tensions’ in a
win-win manner
• Use these linkages to justify
and explain our products and
actions
Idea
Towards a Stronger World
A Stronger World
Today, the world seems under constant siege. From unprecedented heatwaves to chilling cold-waves,
excessive rainfall to prolonged drought, from floods, from pollution, new strains of viruses and bacteria….
We are also under duress from increasing societal prejudices, from polarised world views, from a growing
sense of insularity.
It is a time to be strong. Not just to be able to ward off these dangers, but to reclaim our world, embrace
it, keep it flourishing, for our children and their children to enjoy
We need to make homes that help us to touch the world, not shut it out. We need to make homes that
not just fight the elements, but actually harness their largesse for the greater good.
To do that we need to be strong, from within and from the outside. Strong enough to withstand, strong
enough to ignore when necessary, strong enough to embrace the new.
At XYZ we have committed ourselves to making a stronger world….

(This could be a long format corporate brand film)

A Stronger World - Communication
Possibilities
• We make products that withstand letting you enjoy your home for
ever. We are committed to products that cut CO2 emissions through
constant innovation (Demo ads, product feature ads within the larger
theme)
• We provide services on how to actually use our spaces to leverage the
elements e.g. RWH and Solar Energy (CSR activity, digital content)
• We would want to be, and we’d like to celebrate people who use their
strength for good (Social Content, Award possibility)
Example : A headache medicine
trying to reinvent itself
Task : Brand repositioning
3 ideas for the same brand – exploring different
‘combination of truths.
 Pain Balm

The Brief Insight Solution

Our Ambition Category Strategy

To grow beyond being a headache
remedy to leading the body pain
category
The Reality
We have very little share of mind
– squeezed from all sides by Rx,
Homeopathy and Ayurveda
The Challenge
Create a credible, evocative brand
narrative that builds credibility
across various pain categories
We are stuck in an older narrative
– while the category is about
modern pain
Culture
Health and the discourse around
wellness is an important element
of social capital
Brand
Long legacy in pain management
Nature plus science
Ayurveda
Build a wider credibility umbrella
through a sharp belief system – to
empower the self-remedy seeker
Idea 1
Ayurveda Works
Idea 2
Prevention is better than
cure – ‘The first resort’
Idea 3
Game for life!