Early on in my career I heard that advertising greats like Chris D’Rosario and Alok Nanda would make it a point to study all the category advertising – simply to avoid doing exactly what competition is doing. In several categories, there are the unwritten ‘category codes’ – there must be drool factor in food packaging & advertising, for example. Sometimes you can’t tell one brand from the other in a category – be it in…

I had to buy a new mouse for my wife’s laptop and ended up buying the Logitech Mini. At Rs.640/- (approx $14) it was a good bargain. And it looked pretty good, what with India tricolours and all. The problem started with the simple task of opening the pack. Frankly, I didn’t know where to start and an ordinary pair of scissors was of no use when I tried to cut it open. After several…

At an international conference for packaging earlier this year, KIAN Brand Agency of Moscow undertook an interesting project. The project – a packaging concept for Soy Milk was aimed at informing regular milk consumers that milk obtained from natural plants is as good as cow’s milk. While design elements that resemble a cow would have been the obvious first choice, I liked the way the entire concept has been taken forward in an integrated way.