| Art Direction for Poster/ Press Advertising | ||||
| Client | Procter & Gamble | |||
| Brand | Duracell | |||
| Agency | Grey Worldwide | |||
| Brief | Though the Indian consumer now holds greater purchasing power, they also want better value for money. Despite the increasing trend of ‘use and throw’, people still look for durability. Duracell wanted to reinforce their brand promise of the longer lasting battery. But for the battery that has always positioned itself as ‘longer lasting’ we needed to come up with a fresh take to the proposition. | |||
| Scale & Location |
We placed the ad in local and national newspapers and as posters in electronic stores, major toy stores and supermarkets. | |||
| Solution |
We found a simple insight that the toys/gadgets you use may change as you grow up, but with Duracell, your batteries will remain unchanged. We gave impression/visual exaggeration that the same pair of batteries was used in toys of different eras. | |||
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