Ponds' larger than life presence

HUL wanted to create a powerful recall value for their product Ponds. So they teamed up with SAB Creations Pvt Ltd and came out with a display called the Spectacular Unit, which consisted of a 3D mock bottle ( 12ft ht above a 7 ft gondola) in the HyperCity aisle. The larger-than-life unit was created with an aim to create a strong impact among shoppers at HyperCity in Malad, Mumbai. The brief by HUL to SAB Creations was to create something similar to the Toblerone and Oreo displays created by them earlier.

Thus a huge life size bottle was placed at the top of the bay which could be visible from across the store. The sheer size of the unit made it impossible to miss it. The highlightof the unit consisted of three main elements - tube, pack and of course the visual of the brand ambassador, Miss India 2013 Navneev Kaur. The communication of the brand could be easily readable from all across the store due to the large font size and its placement. The top of the aisle was adorned with the Ponds brand communication for the benefit of shoppers. In terms of collaboration, SAB Creations Pvt Ltd took care of the entire concept, design and development, while the implementation was carried out by Dimensions agency. According to Jalpa Vyas, Head of Designs, SAB creations, "Conceptualizing the Ponds Spectacular Unit required a lot of brainstorming sessions, as fitting the Ponds tube and the pack on the bay was not as easy.

A lot of alternatives were carried to finalize the orientation and the placement of the product.”After finalizing the orientation and the concept, the most important part was to figure out the design drawing and its standing position. On the basis of the concept, the next step was to suggest the right materials which would be most suitable for the Spectacular unit. The unit then went into production. Thermocol was used as material and to soften and give a smooth finish, it was lackered and a vinyl finish was added. Says Kashif Pasha, Director, Dimensions, "We were given a time limit of four days to complete the entire project. Working under such a short time frame made it a challenging project and we are happy with the outcome.”