Polycab
Moment marketing series
A year of moment marketing for Polycab: Gandhi Jayanti, Teachers' Day, the ICC World Cup. Work that has to be topical on the day and still unmistakably the brand.
Client
Polycab
My role
Design across social and moment marketing, with Bhuvaneshwar Meher and Yunus Shaikh.
Tools
Photoshop, After Effects
Collaborators
Bhuvaneshwar Meher, Yunus Shaikh
Source
Presentation mockups. The artwork is the delivered artwork.
03: The brief
Moment marketing lives or dies on turnaround. The idea has to be found, made and shipped inside a day, often against a cultural moment everyone else is also posting about.
For a wires and cables brand the extra difficulty is relevance. The product does not naturally belong in most conversations, so the connection has to be earned rather than asserted.
04: Approach
Find the visual pun in the product, not in the occasion. Cable, current and connection are flexible enough to carry a range of moments, which keeps the brand present without forcing it. A fixed frame and type treatment means a new post is an idea plus an hour, not a new design.
05: Impact
Moment marketing only works if it arrives on the day. Building the series to a repeatable set of rules, one mark, one type hierarchy, one crop system, meant Gandhi Jayanti, Teachers' Day, Onam, the Asian Games and the ICC World Cup could each ship on time, as stills and as film, without redesigning the format each occasion.
Senior Visualizer
Tathagata Sarkar
FCB Kinnect
Motion Designer
Bhuvaneshwar Meher
FCB Kinnect
Visualizer
Yunus Shaikh
FCB Kinnect
Portfolio 2022 TS_101 · 2022 →