Tailoring a global brand purpose & proposition to serve Indian consumers



A major laundry brand wished to translate its global brand purpose & proposition into an attractive promise for the value and performance driven Indian consumer.


We decoded the intention – action gap with consumers across several aspects such as water saving, pollution, deforestation, plastic etc.

Our teams collaborated with brand, insights and R&D teams to gather inspiration in order to craft communication concepts on the back of a 1 – day online workshop.

These concepts were tested with consumers with aim to refine language and imagery to enhance its impact.


New concepts were taken forward by the brand team to devise a new brief that was India focused, with a balanced view of brand purpose and product proposition.

Read More  Pocket money pledge: a social movement for better teenage nutrition

Recent Posts

Inspiring the health care community to act on air pollution

Inspiring the health care community to act on air pollution

CHALLENGE Air pollution is a global health emergency causing 4.2 million premature deaths every year.  Our mission was to define strategies that would empower health care professionals (HCPs) around the world to act against air pollution and its damaging effects....