One brand. Many encounters.
At Licious, I learned how far a brand has to travel. From an app tile to a pack, a store and somebody’s dinner table, it still had to feel like the same company.
The app. The pack. The store.
My remit covered packaging, website and app, retail, photography, campaigns, motion and performance creative. I worked across growth, product and performance because the customer should not have to understand our org chart.
As Licious grew across major Indian cities and into physical retail, the number of brand encounters grew with it. My job was to stop those encounters from feeling like different companies.
The photograph had a job to do.
I defined and directed the brand’s photography system through a five-month shoot programme. The product-detail-page photography transformation was associated with a 1.5× increase in sales.
Photography was a contributing factor, not the sole cause of the sales change.
Then there were the campaigns.
For the first major brand campaign featuring Anil Kapoor, I led the client-side creative input: script finalisation, approvals and production oversight.
It wasn’t a one-off campaign role. The same remit included the everyday brand and performance work happening around it.
Someone had to own the budget.
I managed approximately ₹4 crore in annual creative and production budgets, including ₹1.7 crore in vendor expenditure.
During the pandemic, I moved creative production to remote working so the work could keep going.
A change in visual language
Same product. A very different appetite. The earlier imagery is beside the photography system we built.
From photograph to customer touchpoint
A good shoot is useless if the system falls apart in the app. These are two places the photography had to work after the set was packed away.
#MaaKaKhana
The recipes came from mothers, and the campaign kept them in the foreground. I conceptualised and directed the recipe-winner film.
One bite, then childhood.
The memory arrives before the brand does. That order gives the close its emotion.
Six films, three languages, three days.
What are you trying
to make happen?
If you’re hiring a creative leader, building a team or fixing how the work gets made, email me.
sanjeevkumar.balan@gmail.com Find me on LinkedInBangalore, India. Open to roles in India and internationally.