New Formations 2020 Report

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We are very excited to launch the latest edition of ‘Quantum Originals’ - our syndicated series of reports that investigates complex cultures, shifting consumer values and demystifies the impact of milestone events in consumer lives

A study of the emergence of personhood

An NGO (Non-Governmental Organisation) Dream a Dream (DaD), works towards impacting the lives of young people from adverse backgrounds.

Skin Care - Understanding differences between city & upcountry Thai millennials

A skin whitening beauty brand had always targeted the urban millennial in Thailand by portraying aspirational imagery of the modern woman. But as the brand growth was coming from non-metro millennials, the narrative needed to be more reflective of the ‘upcountry’ millennials – their lives, aspirations & struggles.

Hair care - discovering an opportunity for an anti-ageing hair care range in Japan

We adopted a multi-disciplinary approach to understanding the lifestyle, attitudes and needs of the ageing consumers in Japan.

Detergent - big idea development

Earlier our client looked at encouraging children to have real experiences through outdoor play. However, in order to thrive in a competitive environment, they wished to engage better with mothers by addressing broader tensions in their lives and hopefully connect with them at a deeper level.

Masterbrand proposition & new concept development

To relaunch an existing brand and deploy it through a new Masterbrand proposition, concepts targeting various customer groups – Experts/Contractors/ Manufacturers/End Customers and develop a communication/sales strategy to forge a better connection with B2B customers.

Cooking aid - new positioning

To create positioning and communication for a new brand of cooking aid to be launched in Indonesia. The market is commoditised with well entrenched players and little or no product differentiation. The need was to create compelling positioning backed by motivating and relevant product attributes linked to human needs and tensions.

Jewellery - utilising our proprietary sentiment model to understand and predict consumer behaviour

In the year 2016, till the month of August, the consumer demand for jewellery was tepid. The growth of brand leader Tanishq was way below target. In keeping with the trends, the Client anticipated a lackluster Diwali. However, in order to gauge the mood of the nation, they commissioned a sentiment study to understand consumer attitudes to the biggest jewellery buying festive season of Diwali.

Leading purpose campaigns to drive behaviour change

Our Client wished to understand what hot buttons to press in the consumer’s imagination of the problem of air pollution in Delhi. This was towards bringing about fundamental behaviour change and thereby, positively impacting air quality

Refreshment - new product concept development

To develop new product concepts centred around emergent consumer needs and contemporary category trends

Infant food - Masterbrand proposition & new concept development

To relaunch an existing brand and deploy a new portfolio through a new masterbrand proposition, variant concepts & brand mascot

Snacking - A new product launch in China

Creating a positioning and personality for a new brand looking to enter an already crowded snacking category in China

Social Media behind the numbers

The context of Social Media

Culture Pulse

Using cultural DNA to explain contemporary trends.

Talk to the mom

Challenging category communication norms for an infant-oriented category

Fighting Dengue

Designing a product range anchored in deeply held cultural notions

The biscuits aisle

Disruptive innovations for the biscuits category in Australia

Disrupting Deodorants

Disruptive positioning inspired by traditional and contemporary cultural concepts

Bringing Restoration

Developing innovation spaces using human body metaphors

Intangible Halal

Creating brand mixes rooted in cultural beliefs

Our Clients

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