Let’s set the premise first. A working mother, with a daughter aged 4.5 years, a working husband, a 1 BHK home. That’s us. Yeah, that’s it. Amidst the pandemic (which should not be named) our daughter’s school, day care and both our offices decided to follow the lockdown and allow us to work from home (very valid).
A day went by to understand, what should we do about this? Both of us being working in dynamic industries, we are heavily dependent on the school, day care, home maids and the support systems around. But none of these were there. What to do?
I remember while I joined back to office after my maternity break, I had to train my mind to switch off and switch on while being at work and at home. It was difficult initially, but after about 5-6 months, I could fairly do it. However, ab to saare switches ek saath on aur off karne ka time tha! Tough task. Plus, while you are home, everyone feels ab toh kaafi time hai… but work from home doesn’t mean work 24×7.
Or does it?
Being used to have a calendar filled with meetings, this sort of working in isolation is different. A couple of days, I guess, we all were experimenting our own way of working at home. Managing your and your families routine, house-hold work, cooking, taking care of kids, and working is next level of multi-tasking. Needs a lot of discipline. But slowly we got a hang of it.
Me and my husband have developed our own spaces for work at home now. We take turns to be with our daughter and ensure she is looked after.
We have team meetings, Zoom calls, key internal meetings and all of that from home. Well, technology has played a huge role in making it easy for us. Looking at all this, my daughter has also started doing video calls to her friends and cousins!
I miss being in office though, miss the vibe, the fun, the laughter, the breaks, the brainstorming, the comfort, the fighting, and pretty much everything. But, the best part is, each one of us is unlearning the way we think works best for us. I could never imagine we working on various campaigns remotely, but yes, we are!
We are in this together and I am sure we will come out of this happy and safe.
– Rewati Bhide
Manager, Brand Services
YashONE Wakad Central, a project by Vilas Javdekar Developers in Wakad, offered many project benefits that were both unique and meaningful. At the same time, the cluttered market scenario in Wakad, presented a challenge to effectively showcase these project features.
It is a known fact that when someone is in a state of confusion, all they seek is a reassurance that is confident and practical without being dramatic and over-indulgent.
We designed a campaign for YashONE Wakad Central, which listed its various features upfront, for the ease of home buyers’ understanding and then concluded it with a simple rhetoric question- Where Else?
The campaign thus made the unique project benefits the highlight, while giving a sense of assurance to the prospective home buyers, by simply telling them that all of this will not be available anywhere else. The result; home buyers flocked to the project site for large number of bookings.
Recently, Gokhale Constructions came up with a novel concept for the redevelopment segment. They decided to have sample residences at their projects, which was a first-ever in Pune’s redevelopment segment. With well-designed interiors, the brand wanted to showcase this “first-ever” with a difference. We at Setu, came up with a simple with quirky take on it.
Over the years, the home buyers have come to know about one common trend- the images and visuals used in the project communication come with a disclaimer that says “Artist’s impression”.
The communication simply presented the visuals of a well-designed sample residence and told Punekars that “this is not an artist’s impression”. Home buyers who had become used to the phrase, found this communication interesting, while presenting the brand’s USP in a catchy manner.
The campaign was appreciated and the site visits went up manifold at all the Gokhale projects. The desired impression had been created on the minds of home-buying Punekars.
As globalisation takes over and people migrate to different places, a greater urge is felt for authentic food that belongs to a particular region, especially for people who live away from it.
Sawai, a spices brand from Maharashtra, derived its inspiration from this cultural and market insight. They decided to serve traditional and authentic spices that celebrated the various cuisines of Maharashtra. The need of the hour was an identity that incorporated this product philosophy in a memorable manner.
Tasked with the corporate identity design, we decided to understand the nuances of the history and evolution of Maharashtra and its culture. The name Sawai means a notch above and has a strong connection with the royalty of Maharashtra. We worked on two fronts- identifying a symbol and typography to create a unique and powerful identity for Sawai.
For the symbol, we went through the cultural symbols from the times of ancient royalty and zeroed in on the ‘mudra’, the royal currency used in that era. For the typography, we identified the font of the manuscripts as a unique and authentic connection with the history of Maharashtra.
Incorporating these two elements effectively and seamlessly, we created an identity for Sawai, which perfectly captured the philosophy of the brand and the offerings of its products.
It was said by a great man that imagination encircles the whole world, and what could be better than nurturing curious imaginative souls to foster and grow? Well, the Muktangan Exploratory centre under the umbrella of the Bharatiya Vidya Bhavan has been working towards this goal since its inception with hands-on learning and experimentation. The Muktangan Exploratory centre has been at the forefront of innovative science education amongst school children and curious minds in Pune for 27 years now. Muktangan Exploratory is a setup that provides necessary infrastructure for converting innovative ideas into reality through designing, prototyping, and fabrication with the right guidance!
The challenge before us was to make Muktangan’s presence known as an exploratory lab and a one-of-its-kind innovation hub. A brand’s identity is its voice, and Muktangan Exploratory wanted to voice itself as a brand that stands for three important values – Explore, innovate, invent. It was important to bring out these core values through the brand’s identity and personality.
Setu created a vibrant identity for Muktangan Exploratory embodying the spirit of young minds keen to discover new things. For the brand identity we picked the most interesting geometric shape found in nature – the hexagon. Be it anything from honeycombs to rocks or biological structures to chemical compositions, hexagons are a part of almost everything. By designing an identity in this shape, we ensured the immense love for exploration, innovation and nature comes out from the brand logo.
The little hexagons within a hexagon reflect this dynamism and the ever-growing ability of the Muktangan
Exploratory center. Violet is a colour that combines power and sensitivity. It is the colour that allows us to touch our deeper thoughts. This is a brand colour that reflects imagination and the quest for knowledge.
These are all the values the Muktangan Exploratory stands for!
With careful and strategic thought we finalized the Gotham as the key font for the Muktangan Exploratory logo. This BOLD sans-serif font comes with a “geometric structure” that reflects the image of being “strong, new, and fresh”. The Muktangan identity successfully created a young and bold perception of the brand, reflecting the many shades of innovation all in one. Setu was successful in portraying the Muktangan Exploratory as an inspirational and ever-evolving brand!
The Lok Sabha Elections of 2019 were one of the biggest, most discussed and most covered general elections in the history of Indian democracy. Shri. Narendra Modi, the incumbent Prime Minister and Shri. Rahul Gandhi, the opposition’s main leader, were followed by everyone and there was a huge desire to know their thoughts and opinions.
While the national coverage of both these leaders was extensive, the regional coverage was limited. In this scenario, both Shri. Narendra Modi and Shri. Rahul Gandhi gave their first regional interviews to Sakal – among all Marathi publications.
Sakal wanted to celebrate this milestone, not just as a significant achievement, but also as a call to action for readers to pick up the edition and read the interviews of the India’s two leading political leaders; reported in the most transparent manner.
Tasked with conceptualising a campaign for this, we first tried to understand the significance of this event. While the penetration of social media had changed the way people consumed political news, the fake news phenomenon had ensured that people wanted more authentic news. This made them choose print publications.
With Sakal being the first and only Marathi publication that was chosen by both the political leaders, it underlined the leadership position of Sakal in Maharashtra and the trust it had garnered over the decades. We created a simple yet impactful campaign that reiterated this scenario.
“Number 1 chooses Number 1” was a tribute to both the standing of the two political leaders and the position of Sakal in the hearts and minds of Maharashtra. The campaign was plastered across cities, which showcased Sakal’s ‘Numero Uno’ position uniquely. In fact, it also increased Sakal readership and circulation significantly. Additionally, the campaign drove significant traffic towards eSakal, with more and more people wanting to read the interviews.
The campaign gave Sakal a distinct leadership position during Lok Sabha elections 2019.
Sawai, the spices brand which takes pride in celebrating the truly authentic cuisines of Maharashtra, was in the need of packaging design. Having designed an identity that underlined the authentic flavour of the spices, we decided to further highlight this aspect through the product packaging.
We researched the age-old techniques of preparing spices in Maharashtrian households. The most popular form was grinding the raw materials on a black stone to make the spices. We used this iconic symbol of a black stone as the background of the packaging. This black colour used for the background of the packaging was unlike any other brand in this segment.
The elements from the manuscript used to write the brand name were utilised to strengthen the regional connect. The product name was written in a font that further enhanced the cultural affinity.
To make the packaging more appealing, we added actual photographs of the food recipe that could be made using the specific products. In an elaborate food product shoot, we added a dash of nostalgia to the entire plating process to allow the brand to take the ownership of authenticity.
The overall packaging looked extremely attractive and ensured that the brand would not just get noticed on the shelves, but also make the people take the products home.
As India’s top ranked livable city, Pune is a preferred residential destination. With local population seeking lifestyle upgrades and a cosmopolitan workforce wanting to own a home in Pune, real estate is thriving. And when a residential project happens to be in Hinjawadi – Pune’s IT hub with more than 3 lakh professionals – the competition it faces is immense.
As Vilas Javdekar Developers launched YashONE, a residential project at Hinjawadi Phase 1, we at Setu were tasked with its launch promotion.
While the project was planned thoughtfully, understanding the needs of the evolving urban families, the need of the hour was for the project to create a human connection with the home buyer.
In today’s scenario, the working class has a tendency to compromise on its desires by asking questions to oneself before going out and buying something. YashONE, with its offerings, offered a home that didn’t believe in compromises. Instead of asking ‘why’, it empowered its home buyers to ask ‘why not’.
This positive thought of ‘why not’ formed the nucleus of the communication and the campaign. It gave a belief to home buyers to defeat their doubts and apprehensions by answering every ‘why’ with a ‘why not’.
A vibrant communication design gave the perfect platform to this positive expression. The result, more than 300 homes booked on the day of launch.
The belief that the campaign gave to the home buyers about overcoming hurdles, resonated with the people and made the brand (YashONE), something they wanted to be associated with.
Vasantotsav is a musical fest that pays tribute to the rich musical legacy of Pandit Vasantrao Deshpande, an icon of Maharashtra and a beloved personality of Pune. A 3-day musical festival, it celebrates music and musicians from different genres. Inviting Punekars to enjoy this musical treat was a challenge because the city is in the middle of witnessing many music and art festivals in the same duration.
At Setu, we understood that this challenge could be met by tugging to the hearts of art loving Punekars, by making this festival, one of their own.
Pune and Punekars are known to have a taste and affinity for music of different kinds. We simply showcased the variety on offer at the 3-day festival, by making the performers, the heroes.
A vibrant design pattern symbolically showcased the delight and joy the performers would bring to the city with their brand of music. This design language was extended to the event venue, where people experienced a lovely ambience that was in sync with Puneri expressions.
The idea to establish Vansatotsav as Pune’s very own music festival created a connection between the festival and the people, giving them a sense of ownership.
The footfall at Vasantotsav and the overall participation and the mood at the event reflected the warmth of Punekars.
Creaticity, Pune’s preferred furniture destination, has a unique offering for furniture buyers. Called Curated Trails, it offers Pune’s only guided furniture tours for customers. On these Curated Trails, Creaticity’s furniture experts assist the customers in choosing the right furniture.
Communicating such a unique idea to the people was more an opportunity than a challenge for us, at Setu. The essence of Curated Trails was helping people in finalising the right furniture from 100+ brands available at Creaticity. This included 457 sofa options, 253 dining table options, 324 bed options and more.
For a customer, the world of 100+ furniture brands at Creaticity can look like a maze in which they feel they can get lost. We decided to take a cue from this and create a visual illusion of a maze, formed using sofas, wardrobes etc. The visual not only looked attractive and catchy, but underlined Creaticity’s promise of unlimited options.
What’s more, the communication introduced Pune to city’s one-of-its-kind service in a truly exclusive manner. A simple call to action in the communication invited people to book their curated trail at Creaticity.
Post the ad campaign, the bookings for curated trails went up drastically at Creaticity, giving us and furniture buyers, moments of happiness and amazement.