Success Stories

Over the years, we have helped many clients benefit from our Semiotics Studies. We have provided them with actionable insights that have helped them win with the consumer. A small selection of success stories based on different areas of application of Semiotics can be found below.

Packaging

Positioning

Brand

Audience

Culture

Sugarfree Green

Sugarfree Green Recoding packaging to catalyse growth
The Challenge:  A dramatic and significant shift in India’s make up culture had taken place due to the development and growth of Influencers and social media platforms.  The brand needed to be re-imagined and re-constructed for future relevance.  But before this could be effectively done, its historic evolution needed to be understood, its building blocks and core symbolic DNA identified.

Lactacyd

Mapping the Intimate Hygiene Category for a new brand launch
The Challenge:  The Indian client, an FMCG major wanted to launch a brand of Intimate Hygiene products into the Gulf/Saudi markets, which are known to be a large market for such products.  The marketing team working on the mandate needed a category mapping of intimate hygiene in terms of its symbolism, for concept development.

Derma

Mapping the Derma Category for a new brand launch
The Challenge: The client, an MNC, wanted to enter the rapidly evolving Indian Derma skincare segment with a therapeutics brand. They needed a design blueprint for this science-based skin care brand. Their ask was centred around a detailed Semiotic decoding of the category.

Chambor

A Semiotic Brand Audit
The Challenge:  A dramatic and significant shift in India’s make up culture had taken place due to the development and growth of Influencers and social media platforms.  The brand needed to be re-imagined and re-constructed for future relevance.  But before this could be effectively done, its historic evolution needed to be understood, its building blocks and core symbolic DNA identified.

Complan

A Semiotic Brand Audit for Brand Valuation of Complan & Glucon D
The Challenge: Zydus Wellness had bid to buy the Complan and Glucon D brands from Kraft Heinz.  They wanted an assessment of the Brand’s Equity, not just via consumers’ retained perceptions in long-term memory but also via a Semiotic Brand Audit, in order to understand the worth of the brand in symbolic terms.

A Semiotic Reading of Audiences
The Challenge:  The Client was focused on growing their mosquito repellent business/brand in the rural markets of five States – Tamil Nadu, Andhra Pradesh, Maharashtra, West Bengal and Uttar Pradesh.  They wanted to create communication that connected deeply with their audiences.  Hence, they wished to identify the tenets of effective communication for rural audiences.

Mahindra

A Semiotic Reading of Cultural Discourse
The Challenge: Our client, a marketing/business consultancy had to advise and guide Mahindra on refreshing their brand and product portfolio with an eye to the future. As such, they wanted to know what the concept of Alpha-ness stands for in contemporary culture, through a study of popular culture discourse.

Semiotic Mapping of the Gold Category in India
The Challenge: The international client, who had commissioned a multi-country study, wanted to understand the meaning of Gold in the Indian context.

Contemporary Masculinity for Men’s personal care
The Challenge: The client, a leading men’s personal care brand, had not picked up growth since Covid. They needed to find a new celebrity face for their comms, for which there were internal discussions regarding the best metrics to use for selection.