Young Designers 2011

Living Demonstrations (Brand activation and Experience)
Design for Retail Experience | PGDPD
C S Susanth
Hindustan Unilever Limited, Mumbai
Long lasting freshness
The project, Living Demonstrations, delved into understanding various methods of demonstration and how they resonate with consumers. It aimed to define an approach which would help leverage consumer interest and aspirations and build product credibility.
With the increase in the use of technology, the competition in the domain of advertising has become fierce. Consumers too have become very demanding. What they buy must be showcased, proven and delivered. This is why demonstrations are extremely important.
The current methods used in demonstrations are clinical and fail to connect with consumers. There is a need to bring in more unconventional methods into demonstrations. Without being overbearing, they should be able to resonate with the consumer. Having understood the various components of demonstration, I realized that the ‘demo-design’ would have to be consumer-centric and not demonstration-centric.
The outcome of the project was a demonstration library that focused on communicating and establishing the functional features of the product and in the process, established trust and credibility. These demonstrations triggered various sensorial experiences, providing an enriching product experience and interaction. Ideas were presented in a manner that could be delivered in a real-life scenario.
This project gave me the opportunity to work in a field that, I believe, would be of increasing importance in the advertising world.
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