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STRATEGY
We have developed our own proprietary tools for sharp business understanding at each stage. We also look at insights and ideas from a broad spectrum, so that we can choose the most powerful way forward. We call this ‘think wide and close tight’.
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CREATIVE
Our approach is truly integrated. We create unique brand stories that cut through all Media and platforms. We have extensive and experienced in-house capability of executing videos. From small and efficient digital videos to high quality pure play brand TVCs
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DIGITAL
We think medium neutral. However we believe the same team needs to think digital and non-digital in a seamless, intertwined manner. We have executed some very successful digital only campaigns.
OUR CREDO
From ideas to Orbits
In an ever changing landscape, we believe businesses and brands that identify orbits for growth will find themselves relevant in a more dynamic way and achieve exponential results.
At Intertwined we are obsessed with identifying the right orbit for your business story. The kind that puts your business and brand on the right trajectory.
WHAT WE DO
We understand the consumers’ entire buying journey and touchpoints that
influence them during the buying journey. We create a seamless integrated marketing plan that is intertwined
across the buying journey for efficient marketing spends and context driven marketing interventions and engagement.
THE TEAM
DIVYA PRATAP MEHTA
Former Chief of Strategy – Publicis Capital
APAC Planner on Unilever Detergents,
Grey APAC & global planning resource.
20 years of experience across India, APAC & Global Projects in Digital Engagement, Branded Content, Brand, Activation & Creative Strategy. Experience in out-sourced marketing, go to market strategies, integrated marketing leadership, employer branding, portfolio and product strategy, managing agency relationships, corporate culture branding.
Startup founder and experience across start-ups and large corporations.
Key Clients: Oracle, Iris Software, Dell, LG, Unilever, Nestle, Pepsico, Coca Cola, GSK, Panasonic.
Key Stints and Accolades: McCann Erickson, Leo Burnett, TBWA, Lowe Lintas (India and APAC), Grey, Publicis. Winner and team member in Effie Awards, Cannes, Clios, Adfest.
Probir Dutt – creative lead
Worked & held the position of Regional and National Creative leads with the agency networks such as TBWA, EVEREST DY&R, DDB MUDRA, TRIKAYA GREY, PUBLICIS CAPITAL
FMCG Brands Exp: GSK, DABUR, MEDIMIX, HENKELL, NIVEA, PARLE, MASTER FOODS
Probir has been endorsed by many major award platforms nationally & globally for creative excellence.
Loves the mighty Himalayas & Golden Retrievers
Ruchi Sharma – Creative Partner
Ruchi is an awarded Writer and Creative Director adept at brand storytelling that builds emotional connections in a human-centric world.
She has held leadership roles in most large agency networks, growing and repositioning her client’s businesses in New York, Bangkok, Southeast Asia, India, and Sri Lanka.
Having worked on many FMCG brands of Unilevers, P&G, Colgate Palmolive, Fonterra and more, Ruchi understands the strategic complexities, cultural diversity & value of brands across global, regional & local structures to implement a unified voice across all communication platforms.
Ruchi has won several prestigious awards, served on international Juries and is a frequent speaker at industry events. She is on the boards of New York festival, American Marketing awards, D&AD Impact Council and 4As of Sri Lanka & the FPA.
Gaurav Kumar
A data-driven marketer and a creativity driven strategist with 7+ years of experience across B2B and B2C marketing.
The degree from MICA has helped me to combine culture and human insights to solve marketing problems.
Some of the brands that I have worked with are Citi, HDFC, Microsoft, Zee, SonyLIV, Nutella, GSK and Novartis.
Saumya Bhatia
Have worked with DDB Mudra, Dentsu Creative, Leo Burnett, McCann Worldgroup and Ogilvy. To name a few brands, have worked with Swiggy, Nestle, Unilever, McDonald’s, Durex, Changi Airport, Oreo, Godrej, Mahindra, Audi, HSBC, among others.
Highlights: Was a part of the #SayItWithOreo team that won 1 gold, 2 silver, 4 bronze at Goafest
CASE STUDIES
Ashiana Housing
2.2 Million views in a month | India’s top 10 watched films on YouTube, July 2017 | Sales tripled in 6 months
To differentiate in a highly cluttered category without any soul just showing the same lifestyle pictures, buildings and prices
Challenge
To differentiate in a highly cluttered category without any soul just showing the same lifestyle pictures, buildings and prices
Business & Brand Strategy
We identified young families as the hottest target for home buying and their kids’ ‘Parvarish’ (Upbringing) as central to decision making.
The strategy is a balance between real estate amenities and giving it a soul by connecting it to better parvarish (upbringing)
Core Brand Proposition
Behtar Parvarish Ka Pata
Address for Better Upbringing
Results
Sales tripled in 6 months, Site visit to booking ratio doubled, Brand equity scores improved, Stronger confidence in sales team
Kwality Milk
1 lakh litre milk sold per day in first 2 months of launch
To make a billion dollar dairy company reposition multi-billion dollar established giants like Amul & Mother Dairy.
Challenge
To make a billion dollar dairy company reposition multi-billion dollar established giants like Amul & Mother Dairy that account for 85% of the category as outdated.
Business & Brand Strategy
Our strategy is image leadership vs. numbers leadership (More Apple vs. Microsoft),
Be perceived as a technologically advanced, dominant dairy brand and at least target a 10% High Value Market Share.
Core Brand Proposition: Propeller for The Fast Track. Own Active Performance.
Imagine Nike launching a dairy brand.
Results
The giants followed us. Amul & Mother Dairy introduced fortified milk & cow’s milk reacting to our launch campaign.
We hit our targets of achieving 1 Lakh Litres of milk per day in first 2 months of launch.
Asbah
Finalists in the world’s five most innovative business & brand ideas in Gulf Foods 2016
To launch a staple foods brand in a highly cluttered category, dominated by giants like Unilever, ITC, Cargill Foods, Pillsbury etc.
Challenge:
To launch a staple foods brand in a highly cluttered category, dominated by giants like Unilever, ITC, Cargill Foods, Pillsbury etc.
Business & Brand Strategy:
In today’s day and age, quality standards of commodities are a given. We created a marketing disruption by tapping into mega-social trend of women empowerment – and launched the world’s first ever social brand targeted at women for women.
Core Brand Proposition:
Women for Women. A social brand, at par with the leaders on quality, packaging & price but with the additional benefit of karma maximization by empowering other women.
Results:
India Gate the leader was shaken and went back to advertising after many years. The brand was amongst the
finalists in the world’s five most innovative business & brand ideas in Gulf Foods 2016.
SoulTree
Making a business scale, increase its pricing, grow it consumers and increase its margins
Challenge:
Soultree was a struggling brand with great products. We did an audit on the brand and realised that while the products were great the brand needed a sharper repositioning. The packaging, the pricing and the proposition needed to be fixed for future growth.
Strategy:
Our first eureka insight was when we used the product and realised that while the product was amazing, the low pricing and low quality packaging were bring the brand down and scuttling its growth.
We realised that the market was split between low price, low quality ayurveda beauty and skincare brands and over the top luxury ayurveda brands like Forest Essentials and Kama. There was space for an authentic brand in High Quality Ayurveda that was built on the perfect pricing model where you charged a premium for quality without being out of reach thereby creating a mass premium space for itself in the category. The brand through these changes could grow sales, pricing and margins..
Proposition: Truth inside the bottle. A transparent and authentic brand built on quality products, strategic design, packaging and perfect pricing for superior value and an enhanced consumer experience.
Results: The brand got acquired by Lotus herbals and is on an expansion path across India and Europe. The expansion is driven by new retail stores, products and omni-channel marketing.
Timios
Orbit driven strategy for building preference
Challenge
To create a sharp orbit driven strategy to ensure your competition is seen as fuddy duddy in a higly cluttered market space with 5 similar brands.
Business & Brand Strategy
To create preference for Timios amongst other ethical kids food brands by leveraging the gap of superfood for kids.
Brand Story
We connected the product truth of superfoods with a human need of giving our children the strongest foundation.
Brand Belief
Todays kids and times need more than just regular food for a strong foundation
Brand Purpose
We create super-food charged meals and snacks specially for kids, creating a super foundation at the right age that helps in their life long health
Brand Proposition
Super Foods for a Super Foundation.
Big Idea
Power to The Little People.
Vahdam Teas
Orbit Driven Brand Strategy – Creating a multi-million dollar brand across the world leveraging a sharp product-based story.
Challenge
To create a global Indian brand in the wellness tea category full of giants and highly competitive.
Business & Brand Strategy
We leveraged the trend of convenience driven superfoods and positioned it as the superfood tea specialist.
Brand Story
A range of superfood tea’s specially curated so that you can live a fuller life,
built around new superfoods found in India and admired globally.
Big Idea
Superfood Tea’s for an Active Life
Nutrela
Building exponential shareholder value by repositioning for the future and launching new products for growth
Challenge:
Nutrela was a 30 year old player in packaged soya with stagnant growth and facing heavy competition from giants like Fortune and Saffola. How do we unlock a deeper equity of Nutrela to counter competition and allow for growth through new product categories.
Business & Brand Strategy:
We did a deep equity study and concept testing for the new brand proposition. The heart of the exercise was to identify a pivot for the brand which will make it relevant to young Indian’s and put us on a growth orbit. We identified superior nutrition as a key need in the post-pandemic India and also a core equity of Nutrela. This pivot was the starting point for identifying growth categories and the new brand promise. We launched and created two product lines for future growth, Maxx Millets (Ragi Choco, Instant Oats, Millets Muesli), Maxx Nuts (Almonds, Pistachio, Walnut, Cashews). We further did a brand architecture and packaging refresh to bring the new brand strategy to life.
Core Brand Proposition:
Superior Nutrition for Life on The Fast Track.
Insight:
A new India that wants to thrive and fulfill aspirations fast with superior nutrition as the fuel
Reason to believe:
Nutrela Soya is one of India’s pioneer in marketing a super food with holistic superior nutrition. With holistic health benefits and a high source of protein.
We also did a tactical campaign, Asli Chuno, Healthy Raho to counter Fortune and Saffola.
Results:
The stock price grew by over 50% after the reengineering and launches. The brand has been maintaining its market share and growing topline yoy.
OUR CLIENTS
These are just a few of our clients. Our comrades.
The brands we go all-out for.
TESTIMONIALS
“Divya and his team helped us build the business from a scratch. The team was very responsive and sharp with brand differentiation ideas. They were a fine balance between strategy and creativity.”
“We together built a marketing disruption in the real estate category. The teams insights, passion and integration led to effective and lovable campaigns that did well even in a negative market.”
“Our unique positioning helped us compete with giants like Mother Dairy and Amul. Divya brings with him refreshing thinking, passion and was a true team player.”
“Sharp insights and disruptive thinking. We loved working with Intertwined. ”
Intertwined helped us build a global brand story and enhanced the design and content for relevant cohorts digitally. The team was highly responsive and engaging.
We got a sharp positioning for our brand and the creative idea was refreshing to take us to the next level in telling our brand story.
