The year was 2008. Royal Enfield was at a crossroads as to how to plan their portfolio, leveraging brand strengths while correcting for weaknesses.
Drshti partnered RE over a 5 year period:
initially understanding the Royal Enfield Brand DNA of the mother brand and sub brands through ethnographic immersions and ride outs with Enfield users, rider clubs.
User experience also guided design and portfolio decisions.
Internal insighting workshops created consumer sensitivity within the organisation
When new designs emerged, we conducted quantitative bike clinics and product tests to evolve their new offerings. The highly successful Royal Enfield Classic, and many sub brands thereafter, emerged from this process. To date, Drshti is closely involved with Royal Enfield brands and continues to test their products prior to launch.
A leading shaving products company wanted a deep understanding of the small town Indian male and approached us.
We did a video-ethnographic research carefully designed to ensure that we were able to convey visually the lifestyle and attitudes of the small town Indian male, without being intrusive.
The study was not only successful in obtaining high quality insight, but also was presented as a series of films, carefully edited to meet international standards.
We evolved Rear Window with this research and laid down some best practices for video-ethnography based on our experiences in this study.
Our client wanted to discover a new series of juices and drinks. Drshti took on an exploratory study to uncover fruit flavours pan India. The idea was to unearth traditional as well as popular fruit based drinks and identify the ‘twist’ that brought in the magic to the concoction. In order to decipher the layers of varied fruit juices and spices/condiments, we undertook the study in 2 phases :
Phase 1 : Flavour Trail: researchers as well as clients together explored the popular drinks of various regions pan India. These were subsequently analysed, culminating in a report with the key emerging themes from the flavour trail – pan India as well as region specific ones
Phase 2: A day long workshop in which the emerging flavour themes like ‘fire & Ice’, ‘the dark side’, ‘the thirst quencher’, ’good for you’, ’Decadent Indian’ et al were decoded as well as the participants experienced the regional flavours, wherein they tasted the drink – guessed the base, combination of fruits as well as the condiments and in the process link it back to the themes discussed earlier on
This methodology of open ended exploration and experiencing varied fruit based drinks and uncovering the ‘kick’ that made it popular was to inspire the R&D to create varied flavours for candies in the future
A leading paints major approached us to help evolve their fashion colour palette for the forthcoming year. This would guide their entire colour projection for the next year.
We formed a core team with their core marketing and their in house architect/ interior designer experts and followed a phased pattern involving the following:
- A colour scan based on cross category use of colour in décor, to arrive at the trending colours across the country, analysed against the backdrop of culture
- Involvement of leading Sociologists, Design experts, Film Designers, etc. to help interpret and ratify emerging themes, evolving them further
- A consumer scan of homes of select Lead Consumers to arrive at trends from the consumer perspective
- Analysis and presentation of themes to the internal team who then used these to evolve these further using the research inputs
- Creative workshop involving leading experts to ratify the themes and create mood boards that helped their creative expression
How do you differentiate your pension plan from others in a parity market? Aegon Religare needed a strong relevant human insight to peg a clutter breaking campaign.
Drshti conducted a multi method qualitative study using Focus Groups and In depth interviews to arrive at key insights on the category.
The biggest insight that we came back with:
Pension Planning is a shot in the dark- a decision made based on pure conjecture and total lack of credible information
Aegon Religare created an entire campaign on this insight popularly known as “KILB” – kam insurance lene ki bimari
The campaign was a huge success and raised queries for the plan significantly
Our client, a well known brand of chewing gum, wanted to build their food brand around the concept of romance, adapting an ad for international audiences for India. But Indian concepts of love and romance were starkly different! This needed a thorough understanding of romance – as Indians saw it.
Our study was built on a series of Indian love stories, meeting couples who had had ‘love marriages’ ‘love cum arranged matches’ or were simply currently dating- gave them pre-tasks, looked at memorabilia
This pheromone filled exercise yielded deep insights on how Indians love, and enough vignettes and examples for the agency to develop creatives around this theme
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A leading brand of automobiles wanted to understand the concept of southern Indian masculinity and how this affected response to the design of their own line of automobiles. Our study used implicit methods and semiotics to arrive at the codes for southern masculinity and aligned these with their perspectives on automobiles to provide a direction for strategy.
What does ‘fun’ mean to kids? Is it the same as we see it?
We conducted a study where we spent highly enjoyable time, simply having fun with kids- ethnographic , and insightful.
Through this we were able to identify many different types of fun , the cues- all of which went into developing a series of ads for a brand of bubble gum