The Wise Way to be Health Sure

Company Brief

New Delhi, March 27, 2017

With the objective of standing out in the crowd, to seed an idea in the simplest of ways and to create a fantastic brand recall – Nasaka with its new range of RO Water Purifiers stepped up to overhaul the communication and the overall brand outlook.

The challenge was to create a perfect amalgamation between the health factor, a well seeded blessing in the mind of the Indian audience, and of course, all the tactical aspects of a RO Water Purifier. The positioning for brand Nasaka ‘Be Health Sure’ emphasises on the health factor while keeping the communication crisp and effective. Keeping the launch campaign aligned along the same thought was an alliteration of the predominantly spoken Indian blessing: ‘Jugg Jugg Piyo’.

The brand has however, retained its core brand colour(Okaya Microtek-Parent Company) – red and blue and accordingly revamped the logo combining the initial of the brand name and redesigning it in the form of a ‘tick mark’ which also connotes the assurance of surety factor – a wise and creative touch from their creative agency.

Elaborating the idea that fuelled the whole rebranding scenario, Mr. Arush Gupta, Director of Nasaka (Okaya Group) says, “Idea behind this was to stand out in the RO water purifier industry and to project ourselves not just another company bent on selling products and helping people get healthy water and all these things.”

Bhupesh Jai Kausal (Head - New Business Initiative, DigiStreet Media) initially pitched the brand for revamping the brand’s presence in the online space and titivating the brand website. Speaking about the creative agency Arush adds, “When we met with our creative agency, DigiStreet Media, and of course Mr. Darpan Sharma who was the driving force behind it, our initial objective was to revamp the brand website. It was Darpan who asked to have a few words with me and the initial meeting which was scheduled for a max of 15 minutes, stretched out for over 2 and half hours. The result of that meeting is being reflected on the output as now we have TVCs, retail branding, outdoors and digital, a complete integrated brand presence.”

Darpan Sharma, CEO of DigiStreet Media along with Sushant Sharma, the Creative Head and Sourav Ghosh, the Senior Visualizer cracked the concept for Nasaka with the brand communication ‘Be Health Sure’ and launch the campaign ‘Jugg Jugg Piyo’. “In the Indian context, studying closely the idiosyncrasy of the masses can only form the bedrock of any communication that you can possibly hope to connect and be remembered for. In the case of Nasaka, it was about how the Indian cultural and traditional values creates biases in practical decisions of our lives. So much that sometimes the power of belief even trumps health related decisions.” says Sushant.

“We decoded that the brand desires to be eponymous to health, which was the key DNA for all of us to think upon” says Darpan. He further adds, “Considering we already had decoded the campaign communication much before we’ve met Nasaka and also the fact that it was a joint effort after nights of brain storming and creatively incorporating the factors of health, water, longevity, etc. all together; the weight we have put on the idea was not coming out well with the TVC script and it was missing impact to a huge extent. Suddenly this character of a famous personality came to my head and it was instant click because no one else could have delivered ‘Jugg Jugg Piyo’ better than Alok Nath ji, who has a character that’s synonymous to blessings and sanskar, exactly what the campaign communication projects.’ Importantly, it was the faith Arush has put in our team, that eventually made everything happen. I hope the idea and overall efforts gets the desired reception.

“Give the people what they already know and have heard of, and just tweak it a bit to the brand’s advantage, to build that perfect product recall.” believes Sourav Ghosh. Converting an idea which was already well seeded in the form of a blessing in the minds of the audience and developing a campaign communication out of it was indeed a wise step that would definitely add to the brand and product recall factor. Keeping every aspect in mind, the brand Nasaka decided to launch the new brand identity in all platforms starting from TVC to digital right on 22nd of March - the World Water Day.

Credits

Client: Nasaka (Okaya Group)

Advertising Agency: DigiStreet Media

CEO: Darpan Sharma

Creative Director: Sushant Sharma

Senior Visualizer: Sourav Ghosh

CDO & Head Servicing: Kavish Arora

Director of the TVC: Atulan Das Gupta

Director of Photography: Vijay Tomar

For further information please contact:

Vivek Sharma

MOB: +91 9971432002