STORYTELLING

Challenge and Selection

Storytelling is a tool I have used long before coming across the design thinking course. I've worked with  students and MBA aspirants to guide them on how to craft stories for their MBA applications and  interviews. I have also worked on projects for various companies to suggest how to craft stories for their  brands. This has given me a holistic view of storytelling and the impact it can create on a brand and an  individual. Today I will discuss one of the projects that I worked on, which required me to craft a solution  for a surface cleaner which wasn't selling well in southern part of India

Application

Many people believe that a story should be emotionally compelling. While bringing emotions in a story is  very important, however, people forget that without any substance, no story, however good can sustain  for long. ITC Limited, a top FMCG firm in India presented a challenge in which I had to suggest ways to  increase market share for its Nimyle surface disinfectant. Nimyle is a one of its kind natural surface cleaner  made from the extracts of Neem tree (Azadirachta indica) leaves. Nimyle had been selling well in eastern  part of India, and ITC launched it in south India hoping it would see similar success there. However, that  didn’t happen. After analysing their current messaging and video advertisements, I realized ITC was  focusing completely on the emotional angle of using Nimyle. Its packaging also was not very visually  appealing. After taking in-depth interviews of few people and floating a survey, I realized that Nimyle  could do very well by taking a rational approach to the story being communicated, which would  complement the emotional side well. The survey also reflected how poor the image of packaging was in  eyes of customer, which again lowered the brand salience of Nimyle in market.

Insight and Approach

The idea was judged by a panel of experts from ITC. I was awarded for the recommendations that I had  put in. The changes suggested to the company is being evaluated by the brands team and will likely reflect  in their future offerings.

Thanks to the design thinking course, I can focus on a structured approach for crafting the story and reflect  on the ideas generated. It has definitely helped someone like me who is a marketer to be more creative  than ever.


STORYTELLING Challenge and Selection Storytelling is a tool I have used long before coming across the design thinking course . I 've worked with students and MBA aspirants to guide them on how to craft stories for their MBA applications and interviews . I have also worked on projects for various companies to suggest how to craft stories for their brands . This has given me a holistic view of storytelling and the impact it can create on a brand and an individual . Today I will discuss one of the projects that I worked on , which required me to craft a solution for a surface cleaner which was n't selling well in southern part of India Application Many people believe that a story should be emotionally compelling . While bringing emotions in a story is very important , however , people forget that without any substance , no story , however good can sustain for long . ITC Limited , a top FMCG firm in India presented a challenge in which I had to suggest ways to increase market share for its Nimyle surface disinfectant . Nimyle is a one of its kind natural surface cleaner made from the extracts of Neem tree ( Azadirachta indica ) leaves . Nimyle had been selling well in eastern part of India , and ITC launched it in south India hoping it would see similar success there . However , that did n’t happen . After analysing their current messaging and video advertisements , I realized ITC was focusing completely on the emotional angle of using Nimyle . Its packaging also was not very visually appealing . After taking in - depth interviews of few people and floating a survey , I realized that Nimyle could do very well by taking a rational approach to the story being communicated , which would complement the emotional side well . The survey also reflected how poor the image of packaging was in eyes of customer , which again lowered the brand salience of Nimyle in market . Insight and Approach The idea was judged by a panel of experts from ITC . I was awarded for the recommendations that I had put in . The changes suggested to the company is being evaluated by the brands team and will likely reflect in their future offerings . Thanks to the design thinking course , I can focus on a structured approach for crafting the story and reflect on the ideas generated . It has definitely helped someone like me who is a marketer to be more creative than ever .