BRAND

When Monarch rejigged its

business offering,
a compelling brand refresh
was all but inevitable.

01
BACKGROUND

Monarch is a renowned workspace solutions

brand in India with several prestigious client
engagements from various industries. The
company’s reputation, built over two decades,
has enabled Monarch to look beyond. They’ve
expanded their business plans from providing
seating solutions to offering Modular Office
Furniture.
Even though Monarch shifted its business
focus to the new range of products, it was
still being perceived as the brand known
only for its chairs and seating solutions. A
brand transformation became the need-of-
the-hour to differentiate themselves from
their competitors. And that meant a big
transformation, right from the product,
philosophy to their logo.

02 PROBLEM
 03 S0LUTION
04 RESULT

The rebranding exercise gave

We designed an appealing logo Monarch an edge over its
that reflected Monarch’s competitors and emerged as one
philosophy of Design, Quality of the premium brands in the
and Innovation. The new logo workspace solutions domain.
brought about a refreshing
change with a new visual
identity and encompassed
everything from business
cards, brand manual,
brochures, product catalogue,
internal branding, creatives for
exhibition stalls to a video that
showcased the big change.
BRAND
A free diagnostics initiative
by Telangana Government
inspired a strong brand
identity.
01
BACKGROUND
Telangana State Government came up with
Telangana Diagnostics, a welfare health scheme to 02PROBLEM
help people from the State with free diagnostic
services. Health Minister Dr. C. Laxma Reddy and IT
Minister K.T. Rama Rao inaugurated the central
laboratory in the month of June 2018.
The big initiative dedicated to the
people of Telangana then required a
visual identity to reflect the best quality
diagnostic services offered with
accuracy and safety.
The Medical, Health & Family Welfare
Dept., Telangana Government scouted
for a creative agency to carry out its
branding project. White Thoughts was
among a few other agencies, who was
called in for a pitch presentation. We
got empaneled to develop the branding
assignment in the first go!
 03 S0LUTION

After a thorough research and many

04 RESULT

The unique logo identity for

rounds of brainstorming, we articulated Telangana Diagnostics effectively
the new logo as TD. A test-tube in the reached out to the masses and
logo was designed in a way that it enabled them to get benefitted
visually looked like the initials of through Telangana Diagnostics.
Telangana Diagnostics, ‘T’ and ‘D’. The
test-tube also stood for laboratories,
where the sample analysis would be
carried out.
The colour green in the logo was used to
represent growth, endurance, health and
hope. And finally, the circular logo
pattern depicted a holistic healing
approach.
Apart from the logo designing and visual
identity, we developed easy
communication collaterals for people to
understand.
PERCEPTION
Design expertise helped
solve brand identity crisis of
a well-established

01
healthcare institution
BACKGROUND

Homeocare International, a network
of world-class premium Homeopathic
clinics, is committed to providing
advanced homeopathic treatment
enriched with decades of rich
experience, excellence and expertise
in treating various diseases.
Homeocare is present in the states of
Telangana, Andhra Pradesh, Tamil
Nadu, Karnataka and Puducherry.
02
PROBLEM
Srikanth Morlawar, the founder of
Homeocare International, had a great
vision for his organization. He wanted it
to be an Institution rather than just a
group of clinics. But Homeocare was
being considered as a new homeopathy
clinic in the neighbourhood, and that
intensified its identity crisis. Our
challenge with Homeocare International
was to bring about a major Brand
Transformation with a fresh perspective.
 04 RESULT

The new logo and identity helped

Homecare International re-
establish itself as a strong
corporate entity. Within a short
span of over three years,

03
Homecare International has
established 50+ clinics and
impacted over 15 million patients.

S0LUTION

Based on its vision and consumer research,

we conceptualized and designed a
minimalistic logo that gave a renewed brand
identity to Homeocare International. The
new logo differentiated it from all other
homeopathy brands. Before we developed its
brand campaign we had the opportunity of
reading through customer testimonials. We
unfurled a 50 ft logo covering the whole
building. The building branding and visibility
made it a navigation landmark.
Boyo

NAMING
Our research and insight-
driven naming strategy added
great value to a new home-
furnishing venture.

01
BACKGROUND

Hyderabad’s renowned furniture mall, with a

rich legacy and strong network of stores, took
a bold step to expand its business operations
into premium modular kitchens and wardrobes.
Their in-house branding team came up with a
name, BOYO, for its new business. The debate
was about whether to go ahead with the name
or not.
White Thoughts was assigned the task of
designing a new identity for BOYO.
Before getting into logo designing, we
conducted a consumer research to know
how well its prospective customers would
perceive BOYO. We found out that its
recall value was quite low and it sounded
like OYO! And we had to rename it.

02 PROBLEM
 03S0LUTION

04
We were back to square one! We
brainstormed with the team and
came up with interesting
insights and a creative RESULT
approach. The product
description, ‘Kitchens and
Wardrobes’ gave us the creative
leap forward. We thought of The launch of brand KIWO
coming up with a new word that grabbed the attention of
abbreviated ‘Kitchens and homeowners and registered
Wardrobes’. And that was how more than 5000 enquires in the
KIWO – ‘KI’ (Kitchens) ‘WO’ first few days.
(Wardrobes) was coined.
BRAND
 Our design strategy helped a
new facility differentiate itself
from its mother brand
01
BACKGROUND
Dr. D. Nageshwar Reddy, one of the
world’s greatest gastroenterologists,
established Asian Institute of
Gastroenterology. The world’s finest
center for gastroenterological diseases
provides the widest spectrum of
Gastroenterology services in India.
It is also credited with introducing a
large variety of procedures and
surgeries in India. With patients from
over 20 countries, it has set an
International benchmark for
performing the most complex
procedures with great success.
With a vision to expand the scope of services,
the Group has built a new 900+ bed hospital
in Gachibowli, Hyderabad. Christened as AIG
Hospitals, it is the continuous endeavor of
Asian Institute of Gastroenterology’s to
create world-class, patient-centric hospitals
driven by medical innovations and a culture
of clinical excellence.
Padma Bhushan awardee Dr. D. Nageshwar
Reddy’s personality and his name have kept
dominating everything that the new hospital
has to offer. A unique brand identity became
a challenging task at hand to take the new
facility forward and differentiate itself from
the imagery of Asian Institute of
Gastroenterology.
02
PROBLEM
03 S0LUTION
Our strategy and creative design approach solved
the branding and identity challenges that AIG was
facing. An appealing logo was designed to resemble
the same value system, ethos and values that Asian
Institute of Gastroenterology stands for.
The new logo has a design construction with visual
renditions that depict the same. The logo is formed
using a flag, a shield and three dots. The flag
stands for the hospital’s achievements and
promises. The shield icon in the logo depicts the
hospital’s expertise inspired by knowledge and care.
The three dots in the logo resemble clinical
excellence, nuclear medicine and research.
04
RESULT
The new brand identity has differentiated AIG, the
new facility, from its parent hospital. AIG’s vision and
philosophy of world-class healthcare services at
affordable prices came across prominently with the
new brand identity.
COMMUNICATION
Brand perception management
01 02
is essential to brand identity
BACKGROUND
GVK BIO is a global Contract Research &
Development Organization (CRDO)
providing Drug Discovery and
Development services to the biopharma
industry. Established in 2001, GVK BIO,
for over 18 years has supported the
Research and Development programs of
innovator drug companies enabling them
to bring their products to market faster
and more cost-effectively.
PROBLEM
GVK BIO has a strong brand value
system and a well-defined Vision
and Mission to drive its exponential
growth and progress. But over the
years, GVK BIO witnessed a massive
drop in the way its employees
perceived it. Its brand attribution
across departments kept varying.
And GVK BIO started facing a crisis
of brand perception.
 03S0LUTION

GVK BIO mapped all the dots to be 04 RESULT

connected across hierarchy,

departments and associates. We
spent a lot of time understanding
their value proposition. We felt that it
had a compelling brand imagery, and
we suggested GVK BIO to run a
corporate brand campaign. For the
first time, White Thoughts attempted
a corporate campaign that emanated
from the vision of the company, and
effectively made an impact.
The corporate brand campaign
impacted its department-wise
growth and helped GVK BIO
deliver best-in-class value-add
scientific services across the R&D
spectrum.
BRAND
Identity perception management
turned the tables for MAA TV, one
of the leading Telugu GECs

01
BACKGROUND

MAA TV entered the Telugu television entertainment

02
industry backed by the leading actors from the film
fraternity and engaging content ranging from
blockbuster movies to 24x7 music station to variety
of TV serials. With all these advantages, the
channel took the competition fight head-on. PROBLEM

MAA TV faced an uphill task of

retaining its strong foothold in the
Telugu GEC domain due to stiff
competition from the already
industry leading TV channels.
The Channel was doing extremely
good with their line of TV content.
But there was a missing link of how
to consistently build the Maa TV
brand among audience and
commercial partners. And the need
for a brand refresh became crucial.
 03S0LUTION
When White Thoughts got the
opportunity to help MAA TV regain its
prominence, our game changing
branding strategies made us win the
mandate. We made sure to put their
corporate communications in place
by designing an appealing visual
identity. We helped them plan their
calendar of events with award
winning work. Filmy events, award
nights and shows gave the scope to
do more. The comprehensive
communication strategy that White
Thoughts developed made all the
difference.
Internal Communication
• Corporate Stationery (along with
the brand guidelines)
• Visual and verbal Identity
• Developing and executing themes
for festivals and important days
• Branding and designing of the in-
house newsletter ‘Imaagine’
External Communication
• Environment Branding for the office
• Executing advertising campaigns for
daily content like soaps, movies,
• Concept to completion of the annual
‘Cinemaa Awards’
• Digital e-mailers on promoting TRP
Ratings, Annual Reports etc.
• Conceptualisation of the campaign for
‘Meelo Evaru Koteshwarudu’ (the
regional version of Kaun Banega
Crorepati)
 04 RESULT

After a laborious brand

transformation endeavours,
MAA Television smoothly
transitioned from an old-
school 90s television channel
to becoming the most
proffered Telugu GEC.
BRAND
Where homebuyers’ insight
became a launch campaign
strategy for PBEL City Chennai

01
BACKGROUND

PBEL City Hyderabad was INCOR’s first
massive township project that witnessed
a resounding success in Hyderabad.
White Thoughts as their creative agency
was instrumental in implementing the
advertising campaigns. PBEL City then
expanded their horizon by entering the
city of Chennai on OMR.
02
PROBLEM
It was a blessing in disguise when
PBEL City developed a mega project
spread over 40-acre land in
Chennai. Though the property was
in close proximity to the fast-
developing software hub on OMR,
there were hardly any residential
communities in the locality. To
market itself, it had nothing much to
rely upon, apart from its Hyderabad
township’s success legacy. But then,
was that enough?
 03S0LUTION

PBEL City Chennai had all the

04 RESULT

With Phase I of PBEL City

amenities ready for prospective Chennai being a grand
homebuyers even before the success, the construction of
residents could move in. White
Thoughts saw a big idea looming Phase II of the township got
large from the amenities perspective. into full swing.
We cracked the campaign with a
theme around ‘Much Before You
Move In’. PBEL City Chennai went
aggressively promoting the property
with the amenities advantage across
the city with print advertisements to
brochure to every single touch point
where the prospective customers
would be present. The campaign
worked well for PBEL City Chennai in
a big way.
CAMPAIGN
A cooking competition saved a
leading 5-star hotel from
number-crunch

01
BACKGROUND

Hyatt is a global hospitality company with

19 brands and more than 850 properties

02
in over 60 countries across 6 continents.
Hyatt Hotel Hyderabad, located in the
bustling neighborhood of the city’s IT
zone, has become the most preferred
destination for luxury seekers in and PROBLEM
around Gachibowli.

Most of the premium hotels were

running short of good guests-
engagement that would increase the
number of footfalls at their hotels.
Hyatt Hyderabad too was facing this
challenge. It was looking for some
interesting events other than the
regular brunches, food festivals and
concerts.
 03S0LUTION
We gave Hyatt Hyderabad the wow
factor that it deserved. We came up
with an amazing competition-based
event for kids between 6-12 years of
age. We developed ‘mini master’
communication theme to let parents
bring their kids to the competition.
This was intended to influence parents
and ensure a great brand reconnect.
04 RESULT
The ‘mini masters’ event
created a lot of curiosity among
corporate honchos, tech-savvy
guests and dozens of celebrity-
parents. Weekend registrations
increased from 15% to 35%
during the event period.
BRAND
A direct mailer gave a
privileged access to
preventive health measures

01
BACKGROUND

Over 30 years ago, Apollo Hospitals
pioneered Health Checks in India. Over
the last 3 decades it accumulated the
experience of having conducted over 12
million Health Checks. Apollo Hospitals
continues to lead the healthcare sector in
India with expertise and exceptional
patient care.
02
PROBLEM
The newly introduced Sec 80D of the
Income Tax Act enabled tax exemption
on Health Check expenses up to
Rs.5,000. It gave Apollo Hospitals a new
opportunity to let customer maximize
the big health benefit. The in-house
branding team developed a few
promotional ads but failed to increase
the numbers. It encountered a huge
task of influencing its target audience,
namely Charted Accountants.
 04 RESULT

Apollo Hospitals received an overwhelming

response post the direct mailer
communication. It led to 20% customer
conversion rate when compared to its previous
communications. Over 10,000 enquiries got
registered within the first month.

03 S0LUTION

White Thoughts came up with an

interesting piece of promotion. We
suggested Apollo Hospitals to do a
direct mailer to CAs across India. We
designed an innovative box with an
apple and a personalized letter from
the CEO placed inside. We developed a
convincing communication around
preventive health check to influence
their clients to opt for Apollo Hospitals.
PERCEPTION
Our creative strategy made a
big difference for a
traditional insurance
company:

01
BACKGROUND

Shriram Life Insurance, incorporated in
2005 and began operations from 2006,
has always lived up to the ethos and
vision of the company. The company’s
honest endeavours have always been
about reaching out to the common man
with the best mix of financial solutions
and insurance plans. Its wide variety of
investment and insurance policies has
helped every customer be on the path to
prosperity. Shriram Life Insurance has a
strong network of over 550 offices across
India.
02
PROBLEM
Shriram continuously offers various
policies to address customers’ financial
requirements. It has a strong customer
base and network of agents. Since it
never attempted to go aggressive with
mainstream advertising, taking its new
policy launch, Genius Plan to the
intended customers of parents with
children of 5 to 15 years with engaging
communication became a real
challenge.

03
S0LUTION
White Thoughts’ belief in game-
changing brand solutions once again
made a big impact for Shriram Life
Insurance. Apart from the creative
campaign, we designed a direct mailer
to be given to all its agents across
India. The innovative hard paper-
based premium calculator worked like
a demonstrating tool for agents.
04 RESULT
The innovative calculator tool
helped its agents make customers
understand the benefits and
possibilities of Genius Plan in the
easiest way possible. The policy
became super successful and
recorded all-time high policy
registrations within the first month
of its launch. Shriram Life Insurance
received an overwhelming response
from its network of agents. The
same experience got White
Thoughts an opportunity to
collaborate with them once again.
DIGITAL
Influencing the people of Andhra Pradesh
to participate and share the pride of
Andhra cuisine through Digital campaigns

01
BACKGROUND

The Hindu Group partnered with AP Tourism to

organize a large-scale food event - ‘Our State
Our Taste’, in Andhra Pradesh to discover
signature dishes of the State. Eminent chefs
from the state arrived at the “50 favourite
dishes of Andhra Pradesh”, based on the votes
received from the stage 01. An on ground
cookery contest was organized across the 13
districts of Andhra Pradesh, where contestants
were invited to cook one among the shortlisted
dishes to get qualified for the title of the
The Hindu Group wanted as many
people as possible to vote for their
favorite dish and participate in the
cookery contest. Reaching out to
people and encouraging them to be
a part of the mega event was
becoming extremely difficult without
the means of digital marketing.

02
“Master-Chef of Andhra Pradesh”. In that
process, 3 finalists from each district were
chosen for the grand finale where they
prepared the recipes that they chose for the
preliminary round. PROBLEM
 04 RESULT

Our digital campaigns and

activities for ‘OSOT’ influenced
over 1.5 lac participants. The
resounding success and response

03
of online campaigns and offline
promotions led to the initiation of
season 2 of OSOT in 2018.

S0LUTION

White Thoughts conceptualized the name

of the event, designed the logo and
executed effective campaigns. We made it
even more powerful by implementing
digital marketing strategies and
techniques. We built a micro website and
constantly updated the site with regular
updates. We promoted the event on
Facebook everyday by focusing on an
authentic dish of AP and also
communicating the event progress and
details. We engaged participants to share
their love for signature dishes of AP. We
ran the digital campaigns for over three
months and influenced people to take part
in the event actively.
DIGITAL
Digital analytics and location-
based digital approach gave
Keystone School an edge over
its competitors
02
PROBLEM

Keystone School was unique in its

teaching methodology, curriculum,
student-teacher interactions, Project
Based Learning and facilities and

01
ambience. Though every aspect of
the School was different, it was not
able to reach out to the right kind of
parents from its locality where
BACKGROUND leading IT Firms were located. A
strong digital penetration was all
that Keystone School needed to
make it known among its
prospective parents.
Keystone School was founded with the
mission to bring about a paradigm shift
in educational approach by creating a
learning environment that not only
promotes assimilation of knowledge but
also its application through authentic
projects. This approach helps children to
connect with their communities, interact
with domain experts and develop
Keystonian Attributes, which we firmly
believe will set them up for success in a
complex, ever-changing world. It is an
approach that creates a true “Community
of Learners”.
 03 S0LUTION

White Thoughts derived a strong

04 RESULT

White Thoughts’ integrated digital

positioning statement for Keystone solutions helped Keystone School
School – ‘A community of learners’. gain maximum visibility and
We implemented location-based increased enquiries at the time of
digital approach while targeting admissions
parents who might appreciate the
School’s unique teaching
methodology. We redesigned their
website, aggressively promoted the
School’s activities that included
student-programs, parents
testimonials, engaging videos and
digital promotions across Facebook
and YouTube. Based on the campaign
analytics, we redesigned campaigns
to reach out to parents.
DIGITAL
Effective Digital strategies have
increased impressions for Taruni’s
fashion e-commerce site

01
BACKGROUND

02
Taruni’s engaging brand campaigns,
designer collections and promotions have
established a strong connect among college-
goers, young professions and those seeing PROBLEM
new fashion trends. The impressive
collection of designs has helped Taruni
increase sales from its stores. From season
to season, Taruni has become one of the
Taruni is extremely doing great at store
leading fashion retailers with increased
level, but its e-commerce has not picked
customer base.
up momentum like its offline brand
presence and promotions. Though
Taruni has a huge customer base from
USA, it is not able to convert them into
sales like Taruni has expected.
Connecting with new customers on
digital platforms and redirecting
prospective customers to Taruni’s
fashion e-commerce site has become
challenging task for Taruni
 03 S0LUTION

White Thoughts has implemented an

integrated digital approach to establish a
strong presence for Taruni. That included lead
generation techniques, paid promotions
across all digital channels and more. We have
partnered with influencers and bloggers to All these Digital initiatives have helped
give Taruni an engaging connect with its
Taruni get digital engagement and likes
customers. We have run paid campaigns on
Facebook and Instagram. Our remarketing organically. They all have resulted in
technique has enabled customers who left higher Click Through Rate (CTR) and
their shopping cart unattended rethink of lower Cost Per Click (CPC). Taruni has
making a purchase. Our strategic Digital witnessed an increase in sales from 6
implementation across channels has increased lacs to over 9 lacs per month with the
sales and given a strong presence online. We effective Digital Marketing strategies

04
have promoted Taruni’s presence online by and implementation.
continually crafting a campaign every month
with refreshing collections.

RESULT
DIGITAL
Motivating more people to participate in
HDFC Bank Saveathon – Edition 2 by
raising awareness for the green cause

01
BACKGROUND

Initiated in the year 2017,

Saveathon aimed at creating social
responsiveness for various causes,
including safety for woman, female
foeticide, water scarcity, green
awareness and so on. The purpose is
to drive the much-required social
change in our society. Hence, HDFC
Bank Saveathon in association with
the organizer Maiden Drop and
powered by Reliance Digital, was
back with its 2nd edition embracing
the cause – ‘Let’s Run to Spread
Green’. The idea was to plant a
A well-planned digital promotional strategy was the
need of the hour in order to promote outreach,
spreading the message of environmental
conservation. Organisers for Saveathon – Edition 2
approached us for spreading maximum awareness
and boosting event attendance for the success of
their ‘Run for Green’ marathon. The strategy needed
was an integrated one, that included logo
modification according to the adopted theme,
designing the paper advertisements, T-shirts and
mementos for the participants, sponsors, partners
and volunteers, creation of the tree theme
backdrops with start and finish line arch, cheer zone
backdrop, main event backdrop.

02
sapling for every kilometer a person
competed. This plantation drive is
still on with all the associated
institutions.
PROBLEM
 03 S0LUTION

Multi-touchpoint solutions on both Digital and Offline

platforms, which yielded maximum response.
Knowing that any minuscule act done on Social Media can
leave behind a good amount of digital footprint, the organizers
wanted to bank on that in an effective way and influence the

millennials. In order to create awareness and engage its
audience encompassing novice, amateurs and the hardcore
marathoners, we planned for regular posts over Facebook and
Instagram, required to boost conversations on the Saveathon
cause.
Repetitively targeted Whatsapp push messages, videos and
google ads were created to make the green cause feel relevant
to the target audience. The real task was to identify the
influencers who would take a stand and shoulder the
responsibility to promote the cause. Their messages were also
channeled properly across all digital platforms and connected
well with people from all walks of life. The existing Saveathon
website also demanded restructuring in order to aptly gel with
the ‘green’ theme.
In addition to that, the offline mediums too demanded an
equal amount of emphasis on awareness generation strategy.
As the participants for 10K, 5K and 2K run were quite diverse,
a varied range of interactive elements was required to keep
them motivated and engaged. These different elements across
all promotional channels communicated something coherent
about the big run. Hoarding ads, ads on bicycles, LED screen
mobile van campaigns, blogs were created to effectively raise
the green awareness. Remarketing ads simultaneously
advanced the brand recall and conversion.
04
RESULT
There were an amazing 7000
registrations for the event and the
message was successfully spread
across to raise maximum awareness
within duration of three weeks. Good
number of leads was generated
through various social media
channels. As a result of Display Ads
and Paid Campaigns which appealed
to a wide number of people from all
walks of life, we were able to attain a
greater number of registrations from
varied sections including corporates.
The encouraging and positive
feedback we received, resounded the
success of the event.
FILM &
PHOTOGRAPHY
https://www.youtube.com/watch?v=6WK5xAmh9cY&feature=youtu.be

A stunning corporate film
enhanced Jyothi Granite Exports
brand image
01
BACKGROUND
Jyothi Granite Exports has been the
pioneer in exports and is the desired
company by reputed organizations
overseas. The company supplies to
USA, the Middle East, Spain, Turkey
and other European countries. Jyothi
Granite Exports
strives to deliver with this unrivalled
standard and help in adding color to
the world by embracing the gifts of
nature.
02
PROBLEM
Jyothi Granite Exports has earned a
remarkable name from across its
partner clients. Even though the
company has impressive
manufacturing and seamless
exports, the company has started
facing brand communications
challenge since they have had only a
few to showcase their strengths at
International Expo.
03
S0LUTION
When you have a solid product,
massive ambience and gripping work
scenario, you get to conceptualize a
pulsating corporate film ever. That’s
what we did for Jyothi Granite
Exports. We made it possible by
experiencing the magic of the
04
quarry, granites and brilliant
technology. Every frame carried the
mammoth strength of Jyothi Granite
Exports. And each of them narrated RESULT
a magical story of the beauty of
granite extraction, production and
manufacturing. The film received an
overwhelming applauds from the
industry.
Jyothi Granite Exports was able t
impress international clients by
showcasing their brand film at th
EXPO.
FILM &
PHOTOGRAPHY
https://www.youtube.com/watch?v=9neNvbjTUuU&li=
 The films had positive ripple effect on
Films that captured and promoted the people’s minds. They served as real
evidences, helping in transforming the
rise and progress of Amaravati, the set ideas and in successfully reinstalling
capital city of Andhra Pradesh the believability factor. Stakeholders got
to know about the growth opportunities

01
and genuine work progress at the

BACKGROUND
The foundation for the People Capital Amaravati
was laid at Uddandarayunipalem in the year
2015, in the presence of the Prime Minister of
India, Narendra Modi; the Chief Minister of
Andhra Pradesh, N. Chandrababu Naidu and
many other notable dignitaries from Japan and
Singapore. The new Sunrise Capital City
aspired to be a destination of opportunities, a
city of the future with cutting-edge
03
S0LUTION
Before we moved ahead with the storyboarding
process, we did a thorough research on the
actual scenarios of Amaravati. We dug up
details on the overall progress and the settings
and collaborations on which Amaravati’s
foundations rested upon. Before we started
development site – the status of under-
construction projects, pipeline plans and
tenders in progress. The global
investors are now showing strong
interest in Amaravati with more
inquiries for investment opportunities in
trade and industry. The greatest
applaud we received was when the
videos were shared by the offices of AP
Chief Minister and Andhra Pradesh
Capital Region Development Authority
(APCRDA). The work in progress was
also shared from the CM’s desk.

04
filming the project, we interacted with the local

02
infrastructure and immense prosperity.
PROBLEM
A cloud of uncertainties loomed over the project
Amaravati. Many had this notion that even after
three years of initiation, Amaravati still remained
largely isolated with only scarce evidence of half-
finished settlements and no proper road network.
This perception had to change and the real-life
scenario based on the available factual
information had to be brought into light.
farmers, who gave us inputs for our narratives.
Further, exchanges with the urban
infrastructure engineers, planners, contractors,
large real estate developers, government RESULT
officials and other important stakeholders,
expanded our knowledge base and broadened
our vision. We got to know about the number of
students pursuing the higher education in
universities and the interim government
complex that stood there as a testament to ‘not
so far from reality’- Sunrise Capital City. The
story weaving is done in a way to engage the
curiosity of the viewers till the end of each
video. The interactive-ness in each piece is
there to enhance the acceptability factor.
FILM &
PHOTOGRAPHY
https://www.youtube.com/watch?v=hUjkJ5OgBJI
Our strategic launch communication
solved The Chennai Silks crisis of brand
name resemblance
01
BACKGROUND
The Chennai Silks was the pioneer in establishing
the multi-brand store format in Tamil Nadu. The
same was incorporated by all upcoming brands in
South India. With a legacy of over 50 years as its
foundation, The Chennai Silks made its way into a
city that regaled the world with its resplendent
history and cultural heritage. The Chennai Silks
arrived with a 3-lakh square feet showroom in
Kukatpally, the largest silk showroom in Hyderabad
and Secunderabad.
02
PROBLEM
Coincidentally, The Chennai
Shopping Mall, one of the
competitors of The Chennai Silks,
had many similarities right from the
name to product offering and even
the regional flavour. The competitor
brand was a decade old when
compared to The Chennai Silks’ 50
years existence in the textile world.
The originality of brand name
became a pressing concern for The
Chennai Silks brand. It needed an
intelligent launch campaign to tackle
the brand name confusion before it
launched its first store in Hyderabad.
The Chennai Silks brand originality
was at stake.
03 S0LUTION
We quickly analysed the brand crisis.
We brainstormed many possible
ideas to establish The Chennai Silks
as the original brand that stands for
the wonderful shopping experience.
We went back to The Chennai Silks
and suggested to launch the brand
campaign with Superstar Mahesh
Babu as the brand ambassador
because his stardom would add
immense value to differentiate it
from its competitor. We presented
the complete launch approach with
Television commercials, Print Ads,
Outdoor, Radio Jingles and BTL ideas.
04
RESULT
‘The original shopping mall’ campaign
created a buzz right from the day it
released a set of teaser ads on TV and
social media. The launch campaign and
the subsequent follow-up campaigns
worked well for The Chennai Silks
brand.
Get in touch with us for a coffee and a conversation

You may get in touch with White at:

raju@whitethoughts.in
or
pradeep@whitethoughts.in

Please click this link to take a look at our portfolio:

http://whitethoughts.in/lookbook/white-book-2019.pdf