How to develop creative propositions?

1. How to develop creative propositions? Case study of wheel lemon fresh

2. The problem of our lives!

3. Does not say ONE THING! What EXACTLY needs to be said? Sparks off no creative ideas! The creative brief!What our worthy friends have to say?

4. But we went through all the rigour!

5. The RIGOROUS brief development process! Resounding Concept winner Top 1% bar winner Where lies the problem? Survived many brief challenges! Brilliant insight

6. The proposition The problem with most briefs! uninspiring! Loaded!

7. pip Post-it proposition The solution...

8. Sparks of atleast 3 creative ideas! Proposition in NOT more then 5 words! Good enough to be the BRAND TAGLINE! What is pip?

9. But how does oneget to this PIP

10. Intervention adcepts INTERVENTION in our current brief dev. process Brandkey Winning concept/ product Campaign Creative brief

11. Adcepts for creative development

12. What are adcepts? • Adcepts are stimulus for research • They are not concepts • Nor are they ads • But contain enough of an idea to stimulate consumers to help you identify the best expression for a creative brief or in other words the PIP • They look a bit like the contents of a creative’s bin/half formed...scribbles

13. For example…proposition: big nose So big, you can smell your own ear Big nose So big, one sneeze destroys Seattle So big, you can conduct music with it So big, you can smell the coffee in Brazil all the way from U.S.

14. Who writes adcepts? • Ideally, the creative team…along with the brand team of Agency and Client • This works like a “BIN” for the entire team to arrive at the most compelling and creative expression of the proposition • And go on to become the springboard from which the creative takes a leap

15. How do you create adcepts? • Start with the winning brand propositions • Cut the proposition in as may different ways that you can think • Convert the ones that seem the most stimulating into adcepts (Illustration + Tagline) • While adcepts are not creative ideas, they must all be quasi-creative and should have freedom for creative development • It is NORMAL to have adcepts that: - Overlap - Uncover whole new areas - Not fit at all - Not make sense to anyone

16. How do you use these adcepts in research? • Remember…they are stimuli to stimulate the respondents to help you get to the best expression • Use them like a deck of cards…generally put about 15-20 into the group …introduce them as very -very rough ideas and get respondents to talk about what they mean …to sort them/to map them/to reject irrelevant ones …to talk about what fits with the brand as they see it …to explain what it is about any particular one that gives it its meaning • It is very unlikely that any one adcept will ‘win’ • You are not looking for a winner…you are looking to get an expression that could lead to the winner

17. Adcepts in actionGreen Wheel Case History

18. Green wheel history and background • Launched in 1988, Green Wheel was an immediate success and helped arrest the HLL decline of share to Nirma • In 1990, Green Wheel tried to gain share from Nirma by capitalising on its ‘High Soda’ content which resulted in the “Safe on Hands” proposition • While this proposition was initially helpful in gaining share, in the long run it started hurting the brand as it was seen as a mild powder which could not clean effectively • Many campaigns had been done to boost the cleaning credentials of the brand, but the mild perception did not change • This was yet another attempt at the same!

19. The need of the hour was…. • To express the brand’s cleaning ability in a way that it was: - Unique from competition and what we had been saying - Relevant to the Nirma consumer - Credible coming from what was seen as a mild brand - Compelling enough to get the Nirma user to try Wheel

20. The approach:laddering the benefitperformanceless effortrecognition

21. Starting point:Winning Propositiontough dirt removal with less scrubbing - giving you extra energy

22. Key taskto find an expression which captured the laddered proposition & was creatively inspiring

23. In came the intervention…adcepts

24. proposition & Expressions tested • Antidote for back breaking dirt • Wheel squeezes the dirt out of clothes, not the energy out of you • Wheel breaks the back of dirt, not your back • With Wheel you don’t need clothes to beat clothes (with a brush/bat) to get rid of dirt. • Clingy Dirt • Wheel pulls out the most ‘clingy’ dirt • With Wheel it is less of a hassle to remove ‘clingy’ dirt

25. Routes & Expressions tested • ‘Lite Wash’ • With Wheel you are fresh & cheerful even after washing clothes • Washing a bedsheet feels like washing a handkerchief. • No need for a brush, only one finger to clean collars • ‘Power wash’ • Turns your bucket into a washing machine • Twice the foam gives you twice the power

26. Winning AdceptsWheel Mail ko nichode, aap ko nahi. • The word ‘nichode’, specifically, was picked up by consumers. According to consumers it described the effort that laundry takes up, well. • The visual of the woman squeezing the lime was interpreted as the woman being able to do the laundry easily without any ‘tension/hassle’. • The woman looking relaxed and in control was especially liked by consumers. Clearly an aspired need. • The ‘less effort’ was expected to come from scrubbing less.

27. Winning AdceptsWheel Mail ki kamar tode, aap ki nahi.. • Here too it was the expression ‘kamar tode’ that got respondents involved in the adcept. It was a very relevant expression of the effort that they put into washing. • There was a strong connect with tough dirt with this adcept, possibly because of the cleaning action being shown using the Chakra. • Again ‘less scrubbing’ was the expected benefit which would result in making washing less back breaking.

28. And this lead to the development of our PIP!

29. The pipPost-it proposition Kamar todh Mail ka ilaaj! Solution to back-breaking dirt!

30. And this inspiring PIP lead to a great creative idea!

31. Evolution of the creative idea…Well begun was half-done! Solution to back-breaking dirt How do we depict back-breaking dirt in a way that it does not depict drudgery! Yet conveys the difficulty/effort in washing Is there an established representative of tough clean who we can ride on?

32. The creative idea Dhobi ki dhulai! • With our TG, Dhobi is a character who connotes difficult wash as that is what they give to him • And it also gives the reassurance of a certain benchmark in quality • Thus, the expression allowed us to communicate the duality of Tough Dirt & Less Effort