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The team at Distil Design has had the privilege of working on some of the leading global brands in the country, such as Mondelez, Tata Consumer, Unilever, Google Pay, Colgate & many more, while with shopper marketing agencies such as Saatchi & Saatchi X (Publicis), Tracylocke (DDB Mudra) & VMLY&R Commerce (WPP).
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See some of our recent work below
Reliance Enzo All-in-One
Situation
Enzo All-in-One, a detergent brand by Reliance, faced a highly competitive market with multiple established brands holding strong brand loyalty and significant mindshare. This left limited shelf space and a cluttered environment to effectively communicate Enzo’s unique selling propositions (USPs), which included versatility for different laundry needs, stain removal, fabric care, and long-lasting fragrance.
Task
The task was to develop a shopper marketing campaign that would help Enzo All-in-One stand out amidst competition, effectively communicate its diverse benefits, and capture the attention of shoppers in Reliance stores across India. The challenge was to find innovative ways to highlight the product’s key features in a crowded retail space.
Action
Reliance partnered with Distil Design (DDPL) to execute the campaign. The steps taken included:
Understanding the Shopper: DDPL conducted an audit of select Reliance stores and shopper conversations to gather insights into shopping patterns, shopper needs, and pain points in the detergent aisle.
Identifying Shopper Needs & Touchpoints: Based on insights, DDPL identified shopper need states such as convenience, stain removal, fabric care, and fragrance. They mapped out key touchpoints across various aisles in the store to effectively communicate these needs. Strategic placements included:
Ketchup, Tea/Coffee, Spices & Pickles aisle (to highlight stain removal).
Clothes section (to showcase fabric care).
Toothpaste aisle (to communicate the link between whiter clothes and whiter teeth).
Incense aisle (to reinforce fragrance benefits).
Crafting the Shopper Journey: DDPL designed visuals and communication that captured shoppers’ attention at various stages of their store journey. The campaign leveraged cross-category placements, flanges, bay breakers, and high visibility assets such as FSUs, Endcaps, and Pillar branding. These helped to break through the clutter and reinforce the All-in-One message across different aisles.
Validation and Rollout: A pilot test in a key store yielded positive results. The campaign’s creative, cross-category approach resonated well with stakeholders and shoppers. Following this, the campaign was rolled out across Reliance stores nationwide, with localized versions for regional language adaptation.
Result
The campaign received positive feedback from both stakeholders and shoppers. Stakeholders appreciated the campaign’s ability to stand out in a crowded category. Shoppers were engaged by the clear, creative messaging about Enzo’s versatility and benefits, which led to increased brand awareness and purchase intent. The innovative cross-category strategy helped position Enzo All-in-One as a unique and compelling option in the detergent market, driving both awareness and sales.
Tata Salt "Namak Ho Tata Ka" emailer campaign
Situation
Tata Salt was preparing to reintroduce its iconic jingle in a refreshed format. To complement the larger campaign, the brand wanted to engage its internal teams through a fun and creative email campaign, building excitement and involvement ahead of the public launch.
Task
Distil Design was tasked with conceptualizing and executing a series of engaging email communications that would create buzz, evoke nostalgia, and drive employee participation in the jingle’s relaunch.
Action
Distil Design developed and deployed a four-phase email campaign:
Teaser Email: Crafted an intriguing teaser that tapped into nostalgia and curiosity, setting the stage for the legendary jingle’s comeback.
Sneak Peek: Designed an email revealing exclusive previews of the new ad films featuring the revamped jingle, making employees feel like part of the campaign.
Reminder Email: Created a reminder email timed with the IPL season to encourage employees to look out for Tata Salt’s ads during matches, leveraging cricket's massive appeal.
Contest Email: Designed an email announcing a contest where employees could win IPL tickets daily by submitting creative performances inspired by the jingle. The email highlighted team member contributions to inspire participation.
Result
The email campaign successfully engaged Tata Salt’s internal teams, creating excitement and fostering a sense of inclusion in the campaign. The contest saw enthusiastic participation, with employees showcasing their creativity, while the phased emails amplified anticipation for the IPL ad debut.
Tata Salt Superiority Campaign
Situation
Tata Salt sought to convey its superior purity, surpassing 100 tested salts in India, and needed a comprehensive communication strategy to reach a wide audience.
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Task
Distil Design was assigned the task of creating a compelling communication tool to highlight Tata Salt's exceptional purity. This involved the conceptualization, design, and development of a Key Visual (KV) that would effectively communicate the purity message.
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Action
Distil Design initiated the project by strategically conceptualizing a Key Visual that would serve as a powerful representation of Tata Salt's purity. Through careful design and development, the team ensured that the visuals and copy effectively communicated the key message. Subsequently, the Key Visual was expanded beyond its original form to be adapted for dealer boards and wall paintings.
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Result
The finalized Key Visual became a versatile asset, adapted for dealer boards and wall paintings, ensuring a consistent and impactful visual representation. The expanded usage encompassed shopper interactions, digital platforms, and press releases. The collaborative efforts between Tata Salt and Distil Design successfully translated the purity message across various mediums, maximizing its reach and impact.
Dabur Herb'l
Situation
Launch of Dabur's Herb'l range of toothpastes
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Task
To get shoppers to question their current choice in toothpaste and induce trial from within the Dabur Herb'l range, which has 0% added chemicals
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Action
Distil Design conceptualised, designed, fabricated & executed retail visibility assets for Modern Trade
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