Young Designers '13

Diploma Project

Brand Activation for Taj Mahal Tea Relaunch

Keywords

Brand activation
Communication
Strategy
Tea

Student

Roshan Sawant

mac.roshan3d@gmail.com
http://be.net/RoshanSawant

Guide

Anil Sinha

anilsinha@nid.edu

Sponsor

Hindustan Unilever Research Center

Synopsis

This project centred on the development of various design directions to activate and communicate the brand identity of the company. Breaking away from the conventional methodologies, a fresh new way of
exhibiting the relaunch of the product to the end consumer was designed. It involved a thorough study of consumer perception and competitor analysis.

A holistic experience to sensitise the end users towards the salient features of the product and engage them at multiple touch points was created through different mediums of communication: telling the story through print and television, designing Point of Sale display units and creating scenarios for promotional activity in retail space.