Vastu Shastra means the science of architecture and construction. An ancient Indian science, it has been mastered and practised for 3 generations by the Jhajharia family through their consultancy company – Vastukalp.
Vastukalp’s solutions have helped several corporates and individuals prosper and the company is growing within India and internationally. Therefore, the family wanted a new corporate identity that symbolised everything that this hallowed science stands for. Something that piques curiosity about the discipline and helps them get traction.
New logo : THE ‘VAASTUPURUSH’ CONCH
The symbol represents the ‘Vaastupurush’ within the square grid; an indispensable part of vaastu shastra that constitutes the mathematical design. The head is in the typical north-east direction with the feet in the south-west.
The inward spiral with a warm colour gradient represents the energy flow toward the centre of the square, which represents the ‘Brahmasthan’ or the centre of energy.
The red element also forms the shape of a conch shell, considered sacred in Hinduism as a giver of fame, prosperity and longevity.
One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.
From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.
Client : Asia Pacific Breweries
Agency : 141 Sercon
Asia Pacific Breweries planned an India-entry strategy with their strong beer brand Baron’s before launching their flagship brand Tiger beer. In a highly competitive Indian market, the idea was to play on the name Baron’s and exploit its perception of European ancestry that would enable the brand to stand out.
The idea MISSING TREASURE came to life in a story that panned out across media and got the target group involved in unravelling it.
From a bottle with an ancient map within it found on Mumbai’s Aksa Beach that was followed by a TV crew’s story, to advertorials, radio call-ins from treasure ‘finders’ to billboards, Baron’s campaign broke through into the city’s imagination in a category in which mass advertising is banned.
The buzz that was generated created tremendous brand awareness and induced trials to the extent that the brand achieved its first quarter’s target within the very first month.
Here is the board that captures this activation. One of the most unique launches of a beer in any country, Baron’s Strong Beer had an extremely successful launch in India.
This unique activation got featured in Brand Equity.
Client : Asia Pacific Breweries
Agency : 141 Sercon
