Office goers form a rather large target group. We had to speak to people of different departments, different industries, those just starting their career, those who heading organisations and every one in between. These were some of the busiest audiences we were speaking to. How could we speak to them that spoke to all while being relevant to each one of them was a challenge.

We came up with the idea of Corporate Wars – where we likened each individual to a warrior fighting a larger corporate battle. A chess board allowed us to talk to several individuals working in several industries and several departments. The task then was to encapsulate every task and every role and include them in the communication design. We then had to come up with a single top-view snap-shot of life in an office that also communicated the urgency of the battle situation they were in.

Within 10 weeks of the launch, brand salience went up by over 33%. While we expected the pull to come in from retail stores, we were surprised when canteens began to include them in their list of offerings.