Understand the evolving meaning of luggage and backpacks for today’s consumers.

dycode

Extensive ethnography – fly on the wall and fly in the soup – at travel and transport hubs, hangouts, commuters.

Novel research methodologies such as “what’s in your backpack” and “no backpack day”.

Popular culture deep dive to unearth new meanings of being on the move and codes thereof.

dysrupt

Workshops with multiple stakeholders to bring all views on the table and arrive at a collective consensus and understanding of the brand.

Luggage no longer ‘baggage’, but an enabler of a life on the go. There needed to be new ways of reaching the consumer and creating new touchpoints for the brand.

Life hack is a totally unique positioning for luggage, but is so right for Safari. This will rejuvenate the brand and definitely make it younger.Raunaq Sharma, Head of Marketing & Product, Safari

dysign

 
Arrive at the insight that people looking for life hacks, and position the brand as such. Take the idea of the life hack to the identity, bringing simplicity and continual flow. Amplify the life hack brand essence across communication and touchpoints to create a customer experience.
 

We used very innovative research methodologies to arrive at insights for the brand. At DY, the people who research and then strategize are the same. So there is no loss in translation, indeed there is clarity in the insight. - Ajinkya Shenava, Team DY

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MIND BLOGGING

Early 20th century
India's vibrant
pop culture

RAJAN LUTHRA

An indistinguishable clutch of film actresses in varying shades of lime advocate green tea, hoardings hoot healthy oats, popular songs popularize size zero and milk cartons come with measuring tapes.

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