Campaign concept for a e-waste recycling firm in India. The campaign was a B2B exercise to create awareness of the recycling services provided by Attero by highlighting the monumentality of the problem and possibilities borne out of it. Also important to highlight was the idea of recycling e-waste as a positive process rather than a “negative” or subtractive one.
Pepsi India’s new tag line for 2010 is “Youngistaan Ka Wow” (The Wow of ‘Youngistaan’, the proverbial land of the young). For their visual language, I introduced a palette of young, bright colors with big and bold typography, unprecedented for Pepsi (and most companies) in India. The new look ties in with the North American campaign by Pepsi with its own distinct local flavor.
The same language has been carried into all applications including a simple yet innovative and interactive lookbook designed to outline the new brand guidelines for 2010. Applications range from posters to websites to massive billboards to special edition products like bowling pins. There were celebrity and product photo-shoots combined with continuous interaction with clients, studio personnel, vendors, printers etc. The look continues to find expression in other campaigns and heralds a new era for Pepsi in India.
Campaign executed in JWT Delhi under creative supervision of Sumati Singh and Soumitra Karnik.