Bismuth Documentation book

T H E F I N I S H I N G TO U C H

1.

INDEX

- About me

3

- Product Brief

5

- Research Analysis

9

- Target Aaudience

25

- Brand Indentity

30

- Creative process

43

- Packaging

66

- Advertising

76

- Acknowledgement

115

2.

ABOU T M E

I am on my way to complete the last milestone of my college life. These four years were a journey through the design curriculum have taught me And made me experiment many aspects of this field. I believe that four and a half years are not enough to understand design. My field of interest kept changing throughout these four years. Right from performing in Shadow Liberation under the guidance of Evan Hastings to intensive visual communication courses under Kruti Saraiya and Manasee jog, to Film narrative and advance cinematography with Navroz Contractor and the film department.

Finally, when Pandimonium lab was introduced to our batch in third year I did branding courses where I was art directing a retail space design. Because of my varied field of interest I tried to find a common link between all. When diploma started we were asked to place ourselves where we belong according to me I always enjoyed empathizing with people hence, it was Service Design/ Buisness design. I like to empathize with the people and make art work related to them.

I realized, I was interested in advertising when I used to stop while surfing just watch my favorite commercial. I am fond of watching commercials.Every company has to reach their target audience and advertising plays a very important role in this process. My favorite Ads were Amul, Green plylaminates (with a sardar in it), Tide safedi - (Bhola), Coke commercial where Aamir Khan Kntering restaurant as a Japanese tourist. All these Commercials kept me glued for those few seconds. I also remember watching this Kisaan Jam commercial as a kid, I literally believed that I get a ‘free’ Video game along with the bottle. Well, I never finished the jam bottle, nor I got the video game. But, I always thought what persuade me to buy that bottle.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Some snippets from the commercial

Green- ply laminates “ Janam Janm ka Sath

DLF Ipl premier league Manoranjan ka baap

Tide Ki Safedi (Bhola)

Coke - Aamir Khan as Japnese Tourist

Amul Print Ads

Shudh Dhara

4.

Champions premier league - 2014

Vodafone- “Tell the whole world”

PRODUCT BRIEF - In the recent past, there have been hosts of websites launched that specialize in clothing and apparel. Generally speaking, these portals are allEncompassing and carry every brand and every manufacturer’s products. Thee contract with the manufacturer is that the website is connected to their distributors all over the country and the latter undertake to make sure the product is delivered on time.

- All the websites offer cash-on-delivery and credit card payment.

- The competition includes, Flipkart, Jabong,Yepme and recently, Amazon.

- The New Clothes Portal - Keeping in mind the generalist approach of most portals we have decided to make only a very specific range of apparel available in ours.

- This new portal will only stock and sell men’s clothing and apparel. We will then launch portal for only women’s clothing, followed by a portal for children’s clothing. Each portal will have a different name and will be branded and advertised totally different.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

I don’t know whether buying that Kissan bottle was good or bad but after growing older and I always thought of the reason that made me save Money for that jam bottle and made me buy it. My understanding about advertising field is that it is about persuading masses. It’s a weapon, if used wisely can move masses and persuade people to change their way of thinking. Advertising can be used a powerful tool to send message through every possible medium.

“I think power of persuasion can be the greatest power of all time” – Jenny Mollen.

Currently, many political parties around the world have to persuade masses these campaigns are been handled by big Ad agencies. Every aspect is been taken care of right from branding the party as per the agenda to advertising in every possible medium till promotion. The most recent example of this is the re branding of BJP (Bhartiya Janta Party) where the current Prime Minister Narendra Modi has envisioned the concept of Brand India.

Brand India comprises of 5Ts - Talent, Trade, Tradition, Tourism and Technology. Together, these 5Ts encapsulate all the strengths that, if harnessed fully, can propel India into leadership position in the community of nations. The famous baseline whichwas used was “Ab ki baar Modi sarkaar” was almost promoted through all the media’s who won the election of year 2014’.

“The manufacturer who dedicates his advertising to building the most sharply defined personality for his brand will get the largest share of the market at the highest profit.”

David Ogilvy

Even a salesman selling plastic pouches in the local train in Mumbai has advertising techniques for his business. Every salesman has a unique way of addressing his product, which sets them apart from the competition.You want your product or service to have a unique selling proposition — a public personality that defines who you are and what you do. And as Ogilvy and other advertising executives remind us, the more sharply defined that personality is, the more profit he gains from his business. If this power of persuasion (advertising) is used righteously it can create wonders.

6.

Questions by the agency - What should we call the portal?

- Who should we be targeting?

- What should be our price-range?

- We are POSITIONED for exclusivity, but how exclusive should we be?

The Advertising Challenge 1. How do we POSITION this new portal in the minds of our target audience?

2. We need a brand name that reflects the POSITIONING and the audience we are targeting.

3. WEBSITE DESIGN, we are definitely looking for innovations here given the somewhat revolutionary nature of the 4. Product proposition. Multi media advertising campaign.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

RES EA R C H A NA LYSI S Source 1 I went through some magazines and websites to know actual status of online retail for apparel and clothing in India. The article published in the Week magazine which talked about the new wave of E- commerce website coming in India. These articles confirmed that choosing a branding and advertising campaign on an online portal for men’s clothing will be a great idea, as it has great potential.

Source 1 (The week magazine July 20, 2014) - Most of the e- retail corporate trying to get into Indian markets as there is huge market and the spending capacity of Indians is increasing.

- There are many Indian e- commerce companies getting funding from the international market.

- Online portals with in the men’s clothing brand market is very cluttered, with a lot of competition -There are many retail shops, malls which has a unique experience zone -Most of the portals have all kinds of clothes.

-Indian portals are competing with already existing international brands.

-Most of the online shoppers are spearheading the conversion of offline shoppers into online bargain hunters.

-On the other hand, accessibility to a variety of product.

8.

COMP E T I TO R S AT G L AN C E These are the three Indian websites which are the leading fahion portals in Indian market

It is India’s largest e-commerce store for fashion and lifestyle products, Myntra.com aims at providing enjoyable shopping experience to shoppers across the country. It has the widest range of brands and products on its portal. This website has about 700 brands including designer wear providing high-end ethnic clothing. This website has successful campaigns like Live for like, Ramp it up, their advertisement mostly target from teenagers to the young adults. It has comes up with a free helpline which gives style tips to the caller. This website keeps experimenting and keeps coming up with innovative strategies.

They strive to achieve the highest level of “Customer Satisfaction possible. Our cutting edge e-commerce platform, high experience buying team, agile warehouse systems. They have come up with some really effective campaign and advertisement, which went viral on YouTube. According to my observation Jabong web ads pop up frequently compared to other websites.

This website was launched recently by the Arvind group. It has the most innovative services, which is a completely new concept in India. It is a custom clothing website, where customers can personalize almost everything about their garment-fabrics, styles, components, accents, monograms, and much more. It is the ultimate confluence of fashion technology. , manufacturing and the customer. This website was launched right after my research and strategy. Therefore I had to change my strategy accordingly.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

10.

Source 2 (Ken’s research report) - India men shirts market registered total revenue worth USD ~ million in 2012, witnessing a growth of 9.1% over the previous year.

Brand loyalty factor is high amongst the consumers of premium and super premium price segment of shirts.

- A large proportion of high profile male inhabitants, HNWIs and business tycoons are the frequent buyers of shirts of this category.

- Male consumers aged between 25 to 60 years old, accounted for ~% of the sales revenue of shirts as observed in 2012.

- In formal shirts category, full sleeves shirts dominated the market. In the organized segment, Madura Garments, which owns the A famous brand such as Peter England,Van Heusen, Louis Philippe and Allen Solly dominates the formal and semi-formal shirts.

- Market segmentation of India men’s apparel and footwear market on the basis of types of men’s apparels, by industry structure, by ready to stitch and ready to wear, by rural and urban demand, by price range, by domestic and international brands and by casual and formal wear.

- Market segmentation of men’s footwear on the basis of types of footwear product categories, industry structure, raw materials, distribution channel price range and rural and urban demand.

- Trends and Developments men’s apparel and footwear industry in India.

Competitive landscape and detailed company profiles of the major players of men’s apparel and footwear market on the basis of EBOs and MBO and online retail channel. Market share of leading players on the basis of revenues in shirts, trousers, denim, winter wear, inner wear, suits, t-shirts, active wear, ethnic wear and sleep wear. Market share of leading players/ brands on the basis of revenues from different types of footwear such as premium formal, economy formal, casual and athletic footwear. Future outlook and projections of the men’s apparel market and men’s footwear market in India is booming.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Q UANT I TAT I V E R E S E AR C H The Primary research was done by my classmate Sagar Saple and me. Before heading towards the research we had to make a questionaire based on some assumptions and some facts we found online and overall views of men on shopping We had made a 10 mins Questionaire which was sent to all the men from diffrent age groupsand from diffrent economicstratas. We also went to malls and asked questions so we could verify the results on the spot.

12.

Before starting the quantitative research we formed a questionaire which will give us a slight insight into how men shop for clothes. Their shopping tendencies, and their opinion about online shopping. Therefore we interviewed about 92 men online and in malls. We got the following results.

1. Most men (84%) shopped offline that is in retail outlets, malls etc. (51%) said that they would shift to online shopping for clothes, if the right developmental changes’ were made.

ONLINE

2. We analysed our quantitatvie data to know who spends the most According to the profession men who spend more than Rs 20,000.

- Most men (47%) with shopping expenses of over 20,000 are businessmen.

- 24% are independent professionals.

OFFLINE

11%

BUISNESSMAN 47 %

24%

SERVICE PROFESSIONAL STUDENT

18 %

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2014 Diploma Project Documentation by Indrajeet Deshmukh

3. Age-wise wardrobe comparison The research revealed that : Age groups 25-30 and 31-40 prefer to keep the most diverse wardrobes. All men prefer to have an array of casuals, denims and formals. Somehow, most of the men had a big share of formals in their wardrobe.

51- 60 41- 50 31- 40 CASUAL

25- 30

DENIM

17- 24

FORMALS

0%

4. Men with shopping expenses between Rs. 20,000 and Rs. 1 lakh fall in the age group 30 - 40 and above. This particular age group is from an affuent financially sound classn life and their spending capacity is more compared to other age groups

20%

40%

60%

80%

100

%

6% 15%

79%

< 20,000 20,000 - 50,000 50,000 - 1,00000

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70 60

AGE

50 40 <20, 000

30 20

20,000- 50,000

10 50,000- 1,00,000 SPENDING CAPACITY STARTING FROM RS 20,000 - 10,00,000

Formals are one of the second most important part a wardrobe for most of the men 15.

2014 Diploma Project Documentation by Indrajeet Deshmukh

2.

The quantitative research gave us a detailed insight. It gave us a clear view into how, when,what do men shop for clothes. Here are the following conclusions we came with: - Most of the men prefer window shopping over online shopping.

- All the men are brand conscious when it comes to formals - Out of all the age-groups, middle-aged men tend to spend a lot on their wardrobes.

- Fitting and getting a right size is a common problem among most of the older men.

Out of all age groups we got unique insight about middle - age men.

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QUAL ITAT I V E R E S E A R C H The Qualitative research was conducted by me on the basis of the conclusions derived from the quantitative research. I decided to target the men from affluent economic class as they have the maximum spending capacity. Furthur I shortlisted men who buy suits and formals on regular basis.

Hence I planned to design a premium website which will be focussing on a niche audience.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

SWOT ( Strength, Weakness,Opportunities, threats) analysis for Menâ&#x20AC;&#x2122;s portal for premium clothing.

Strengths - - - - -

E- Retail is the upcoming industry in India and there is no high end service with unique range of clothes in the market which makes the website unique from others.

It will be positioned as one of the most fashionable clothing premium brand which will specifically target the middle age independent man.

The website wonâ&#x20AC;&#x2122;t have much of traffic on the server as there will be very specific type of people specially men visiting the site. Therefore the site becomes exclusive.

The customers can select about 10 clothes at a time and call for home delivery so the customer is assured about the quality of the clothes and the efficiency of the services.

There will be uniformity in the quality of services. As we will be providing premium level of door to door services.

Weaknesses - - - - -

Only the men from a specific class can afford to enjoy the services.

We will restrict the pop- up advertisements they disturb customers. This is restricting the extra funding for the company Nothing can be sold on this website. Therefore this portal will have less efficiency compared to other websites.

The website will be having a specific wardrobe which will limit the styling and will appeal to a very specific customer base The services might be restricted to specific metro cities and not three tier small towns and village.

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Opportunities - - -

Targets a specific group which makes it exclusive and unique in the market.

There are less chances of having a competition as there is no websites giving premium services in the market.

Increasing internet connections and high speed mobile connection makes the e- retail website much stronger.

Threats - - - -

The Indian people are not comfortable with the concept of online shopping and online transactions.

There is a lot of competition on the retail sector as there are other websites like Myntra & Jabong who are selling premium clothes with the normal clothes.

The target audience does not believe in shopping online, Therefore itâ&#x20AC;&#x2122;s a risk that most of them will take time for their mindset may not change The websites can give best services, but no matter what the website cannot provide any kind of experience zone similar to the malls and retail shops.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Research Before Interviews The quantitive research gave me a rough Idea about the apparel shopping scenario among men. Hence, I decided to target mostly the middle age men from affluent economic class who have a spending capacity of Rs 50,000 to Rs1,00000 - Secondly, formals being the most important part of the wardrobe. I preffered focussing more on the formals and suits and most of the office going crowd does buy branded formal clothes no matter how expensive they are.

- I did some more research and interviews with some retailors and shop managers in the malls, I got to know that there are very few online portal who cater to suits. Those who do they do not provide a right stitch. specifically the “ middle aged men”. Hence, they need a custom tailored suit which is been manufactured in two techniques.

Made to measure - made-to-measure items are seen by many to involve less workmanship than bespoke or “custom made” garments, as made-to-measure garments always involve some form of standardization in the patterning and manufacturing processes.

Bespoke tailored - Bespoke tailoring includes a high degree of customisation and involvement of the end-user in the production process. Cad & the Dandy ,a modern Savile Row tailor, describes true bespoke tailoring as requiring a full floating canvas, which has fitting and detailed hand finishing.

20.

I did some more research and found the other tailoring services . Hence forth we have new competitors : 1. PN.Rao-One of the oldest and largest family-led corporations in the Suite Industry , P N RAO has been in the forefront of suiting’s and groom wears for more than 90 years. it has has grown into a multi dimension company with hundreds of fashion projects around the suit industry with in store designers and craftsmen.

2. Tailorman- Is an experience store that offers a Bespoke Visiting Service for individuals.The Master Tailor to measure you in the comfort of your home or office.

- According to the article based on middle age man and clothing in Daily mail UK ( I figured out that for many middle-aged men, the idea that they can still fit into the same size trousers as when in their twenties is a badge of honour. Sadly, however, it seems they are being encouraged in this belief by high street stores indulging in what has been called ‘manity sizing’.Research shows that the waistbands on the trousers sold by leading fashion chains are far more generous than the labels suggest. In some cases, it can be as much as two inches wider than the figure stated.

- The vanity sizing ploy has long been used by women’s fashion chains. But now names such as Marks & Spencer, Debenhams and the big supermarkets have all been found to offer waist sizes on men’s trousers that are significantly larger than stated. However, the policy means there is no longer any reliable standard sizing, which makes trying on clothes something of a guessing game, even a chore. Research by body shape experts Alvanon shows that more than half of men – 52 per cent – feel the clothes provided on the high street do not match their body shapes.

Therefore, on these basis I started scouting for people who wear suits on regular basis. In the refrence to google chart no. 2 it shows there are about 20 out of 92 people who buy suits on a 6 monthly basis. This can be a niche audience and a potentialcustomer for the website.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Here is the list of people who wear suits on regular basis and who are the potential customers for the website.

Sandeep Mane : Director of Origin hospital Mumbai Yashodhar Joshi : Managing director of RMZ construction company Vinnet Verma : CEO of brigade hospitality group Jeetesh Thakar : Strategic head at Technosoft.

Questions asked in the interviews 1. How much importance do you give for clothing from 1 to 10?

2. Do you wear a suit to your office? Is it mandatory?

3. Do people compliment you about your dressing sense and style? (for formals or accessories) 5. Do you need advice when you are dressing up for an occasion?

4. How many and what kind of events do you attend in a month. Do you wear suits or formals for this occasion?

5. Do you find it difficult to decide what to wear for an occasion?

6. How many suits do you have in your wardrobe?

7. How much do you travel in a month?

8. Till what extent do you style yourself when you go for an event?

9. What problems do you face while wearing the clothes? Do you get the right fit?

10. If you wear suits what kind of brands do you prefer?

11. What all problems do you face when you get it stitched?

12. How much do you tend to spend when it comes to formal clothing?

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14. How many suits do you have?

15. How do you carry your suits when you travel? Do you face any problem?

16. Do you try out different looks in formals? Do you accessorise yourself?

17. Is your suit custom tailored? How do you get it stitched? From where?

18. Would you like if a stylist gives you tips according to the occasion you are going for.

20. Do you like to experiments with your wardrobe? If you have experts suggestion will you experiment.

21. When was the first time you wore a suit? Please describe your experience.

22.What do you think about the word â&#x20AC;&#x2DC;bismuthâ&#x20AC;&#x2122;?

23. Describe your success story in a few words.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

INSIGHT Most of the men with higher responsibilities donâ&#x20AC;&#x2122;t get time to shop for their clothes. Shopping for clothes online can be Convinient.But according to him he cannot adopt it as it might save lot of his time and money. He might just start shopping online if at all the website is trustworthy. He is very social and keeps meeting patients, doctors, family members on daily basis.

He gets a lot of attention from the media because of his innovations in medical field. He gets his suits stitched from Rajasthan which are bespoke tailored.

24.

SANDEEP MANE PERSONAL STATEMENT “I prefer going to the stores as the store when I shop for clothes. I never thought of shopping online for clothes” DESCRIPTION Mr. Sandeep Mane is very social and meets a veriety of people including meeting patients, doctors, family members on daily basis. He gets a lot of attention from the media because of his innovations in medical field. He gets his suits stitched from Rajasthan which are bespoke tailored.

Age

44

Working for

Owner of Origin Hospital

Qualification

MD, FCPS, DGO royal college of London,UK

Designation

Director

Spending capacity 50,000 - 10,0000 & above Lives in Likes

Hiranandani, Mumbai Art collector, Golf, Clubs and Cars.“I prefer going to the stores as the store when I shop for clothes. I never thought of shopping online for clothes”

BRANDS HE USES: Reid & Tailors, Armani, Louis Phillipe, Satya Paul INFLUENCERS His wife and his close friends persuades him to follow current style and shop online PAIN POINT He doesn’t have enough time to find the right clothes and stitching etc.

GOAL Wants to bring innovation inmedical hospitality in India INSIGHT Most of the men with bigger responsibilities don’t get time to shop for their clothes.

Shopping for clothes online can be Convinient.But according to him he cannot adopt it as it might save lot of his time and money. He might just start shopping online if at all the website is trustworthy.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

YASHODHAN JOSHI PERSONAL STATEMENT “I have switiched to diffrent occupations. Wearing suits to my office is my personal choice. I do impulsive shopping. I have a specific taste and I like to collect accessories.

I have a big collection of cufflinks from diffrent parts of the world” DESCRIPTION It is not mandatory to wear suits in the office. But, I still prefer wearing them to the office. according to him clothing makes a lot of diffrence when it comes to his occipation. He has been wearing suits since a long time.he has got many suits stiched I have never been satisfied.

Age

52

Working for

RMZ construction group

Qualification

NMIMS Parle College, Bombay University

Designation

CEO

Spending capacity

50,000 - 10,0000 & above

Lives in

Hiranandani, Mumbai

Likes

spending time with his family, reading books

BRANDS HE USES Marks and spncers, Scabal, Armani,Reid and tailor, PN rao INFLUENCERS I have some friends who do shop online. I will like to shop online only if I get good quality accessories.

PAINT POINT I don’t get right shirts which will fit my neck. I get imported shirt of specific kind from Singapore.

GOAL INSIGHT Mr.Yashodhan has given a really big contribution to the project. He told me about how Indian men are not habitual in wearing and maintaining suits. According to him many people have inconvinicenc wearing suits in India. Some tutorials of mantaining the suits and accessories might be a great guide for the Indian men.

26.

VINEET VERMA PERSONAL STATEMENT Service Industry means you have to look good all the time. I keep having meetings and confrences, therefore I keep my wardrobe updated all the time. People compliment me for my attire and follow my style statement.

DESCRIPTION He is been serving hospitality industry since 23 years, He is very much known for his dressing sense.He likes to make a style statements which are followed by his subordinates. He likes to take risk and experiment with diffrent styles. According to him he has a good sense of taste when it comes to clothing. He is un aware about the current fashion statements. believes in few brands and have preffered made to measure.

Age

52

Working for

Brigade hospitality group

Qualification

Management from Xaviers Kolkata,

Designation

CEO

Spending capacity

50,000 - 10,0000 & above

Lives in

Brigade gateway , Bangalore

Likes

Spending time with his family, teaching kids on the weekends. Watching movies with the family.

BRANDS HE USES Raymonds, Armani, Arvind, Keith and Cole my brand depends on who I am meeting.

INFLUENCERS I had my boss who was a flamboyant man with a good taste in clothes he always inspired me My wife & Daughter in law do online shopping.

PAINT POINT Its a disgrace when you invest time and money and reputed tailors like P.N rao get the fitting wrong.

GOAL I have given half of my life to my carrer. I just want to spend enough leasure time with my family.

INSIGHT Mr.Yashodhan has given a really big contribution to the project. He told me about how Indian men are not habitual in wearing and maintaining suit According to him many people have inconvinicence wearing suits in India. Some tutorials of mantaining the suits and accessories might be a great guide for the Indian men.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

JITESH THAKAR PERSONAL STATEMENT I am currently a senior Manager strategic sales for Technosoft corp.

Whenever, I do online shopping I do a prior research. Once I found my 501 staight fit jeans online which I didnt get at the retail outlets.

DESCRIPTION Recently he got promoted to a strategic head in Technosoft ( MNC) . Hence, he has to wear suits to the office and board, client meetings. He is a rugged outdoorsman and who likes to wear jeans and ride his bullet. Most of the time he prefers wearing casuals and semi formals. He doesâ&#x20AC;&#x2122;t like to accessories himself as he thinks its much of a hassel.

Age

Jitesh Thakar

Working for

40

Qualification

Electrical Engineer ( B.E)

Designation

MBA

Spending capacity

Strategic head for Technosoft

Lives in

50,000 - 1,00,000 & above Andheri, Mumbai

Likes

Going for long rides on his bike.Visiting new places and travelling..

BRANDS HE USES Raymonds, Louis Phipllipes, Scullers, peter England, Calvin klien INFLUENCERS My wife is a designer. She keeps likes buying accessories. But most of the time I like to buy my own stuff.

PAINT POINT I have broad shoulders Hence, whether a casuals or formals I hardly get the right size for my shirt.Most of my shirts are given to tailors to fix the size.

GOAL INSIGHT This was an interesting insight that Jitesh being a outdoorsman he has to wear suits and formal clothing to his office. This shows how formal clothing and suits become a important part of the wardrobe and there is no compromise in the quality of clothes as they have to be in the outfit most of the time.

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OUR KEY INSIGHT INTO THE TARGET AUDIENCE

1. Someone who is conscious about his image and attire in the professional world.

2. Seeks comfort and not just style.

3. He is technically aware but not easily sold on the idea of online portals.

4. He’s well settled, yet very conscious about his spending.

5. Most of them are unaware about current style statements.

6. They have a problem when it comes to getting a right fit for the formal wear 7. They have done online shopping but they dont buy buy clothes online as mentioned before fitting is the biggest problem.

8. Time is a biggest constraint they cannot invest time Visiting tailor shops and giving measurements.

9. They trust in very few Indian websites as doubt their authenticity .

10. Someone who believes in buying best of the best if its worth it.

11. A person who has a certain taste and choice.

12. He is bold enough to carry his metrosexual look.

13. They face in- convinience carrying the suit when they are travelling.

14. Most of them prefer custom made suits and shirts 15. Most of the working hours he is in the formals, or suits.

Some of the comments about the Indian men and the concept of online shopping from the interviews “I think all the Indian men should know how to dress up, internationally people dress much better than Indians.”

“Most of the Indian men don’t know what to wear on occasions”.

“One of my Indian friend who have stayed abroad have really good dressing sense.”

“It will be great if there is guide who can tell them how to dress” “I think in online shopping sizing will be a problem when it comes to pants and trousers.” “ I need to feel the fabric before buying any clothes.”

“There is lack of information about the ongoing trends. The trends which are going on at international level are now come to India very late.” “ There are very few sites online who give you a good combination of clothes.You cannot find a decent pair.”

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2014 Diploma Project Documentation by Indrajeet Deshmukh

BRAND IDENTITY VALUES

I had a big picture in my mind when I thought about the values for the brand. I started by finding out two kinds of values that are: These externally demanded values -Values that is expected by the customers and other parties other than the company. the values generated for the website on the basis of feedback given by the target audience.

- Ease - Trustworthiness - Punctuality - Premium - Attention to detail - Safety Internally demanded values - Values that are generated within the company give a spine to the company. They are generated based predictions how a ideal website should be: - Genuineness - Assurance - Confidence - Sophistication - Good taste Then, I further shortlist the core values from the internally and externally demanded values that are further to get to the core. These are some of the words, which have been used to depict the brand. To choose the values, I went through a furthur process of writing down all the appropriate words that make this brand. There are core and peripheral, values and further, I focused on the specific core values that give a strong character to the brand.

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I had to keep it short and simple. Its therefore easier to define the company. Hence, I came up with the values that were enduring.

Ease Premium Trustworthiness Punctuality Attention to detail Standing out Style The core value should be appropriate and go with whatever changes the company makes to the product or the services. Core value help in creating the brand essence.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

THE CORE VALUES FOR THE WEBSITE The first review panel told me to add the word â&#x20AC;&#x153;diligenceâ&#x20AC;? as one of the values. As we are looking forward for a long term realtionship with our customers.

Sophisticated - As I was targeting gentlemen from an affluent economic class. The website need to be sophisticated in our approach right from the art direction to services till the delivery of the product.

Diligent The website is looking forward for a long-term relationship with our customers. Hence, we have to be very persistent in the quality of services being provided.

Understanding The organisation needs to empathize and understand the customers needs so well that all his personal clothing needs and requirements should be fulfilled through this website.

Trustworthiness Most of the online retail clothing websites are not trustworthy. Most of the delivered clothes are faulty in terms of sizes, stitch, color, fabric quality. Our website will keep a tight quality check on the items which are been delivered so customs does not go through any trouble of exchanging or returning the goods.

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BRAND ESSENCE Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands a perceived by the consumer. The most powerful brand essences are rooted in a fundamental consumer need.

The brand essence of the website kept developing. It’s about the play of words you have to get the rightwords that define the company in brief. The brand essence is developed with following reviews: REVIEW 1 Sir’s sophisticated REVIEW 2 Gentleman’s indulgence REVIEW 3 Gratifying gentlemen with ease & panache

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THE BRAND ESSENCE Helping gentlemen fit in

The Final brand essence summarizes that â&#x20AC;&#x153;No matter what your occasion, body type, personality, or where you are, we will make you fit and be perfectly dressed at all times. Hence, our customer is comfortable and confident about himself.

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UNIQUE SELLING PREPOSITION (USP)

Website concept: Wardrobe profiling and expert stylist and tailor at your doorstep.

Wardrobe profiling is a concept, which is introduced by our website. It will be the only existing website that provides high-end tailoring and expert stylist services.These experts will help understanding the specific needs and demands of the customerâ&#x20AC;&#x2122;s wardrobe, and archiving the details by taking measurements and keeping a track of his measurements and preferences. This data will be archived in our website archive. â&#x20AC;&#x2DC; As per the data given by our customer we will also keep track on the upcoming events that our customer going toattend in future. So every time you visit, your online wardrobe it will be updated by your personal stylist. Immidiately after you place the order is placed the outfit will be delivered to your destination.

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FUNCTIONAL BENEFITS

Review 1: A website showcasing high-end clothing brands exclusively catering to the middle-aged man from an affluent economic class.

Revised for following reasons: The statement was repeating again and again. Somehow it was just defining the website as a whole. But, not the functional benefit that the website provides.

Hence for the second review I changed it to the following Review 2:

The best source for perfectly fitting and always appropriate formal wear.

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EMOTIONAL BENEFITS

Review 1: Our website will make our target audience feel Pampered.

Revised for following reason: The word pampered was not working as it was not focused and it was taking away from the feel of the clothing brand and its was very important to be focused as well.

Review 2: Wearing clothes from our website makes you feel confident

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TONE OF VOICE Looking at the structure, and the premium services given by our website. This will help bismuth get a well-defined art direction.

Therefore, the tone of voice will give direction to the campaign. The brand essence and the tone of voice have to blend in very well.

The tone of voice for the website is as following

Smooth, Classy, Confident, Sophisticated.

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INSIGHT Building a strategy is the primary step for building a brand. Strategy development for the website took about two months. Initially I has a vague idea of the look and the kind of services provided in the website. Most of the strategy was being revised over and over on the basis of ongoing research after and the review feedbacks. I did some adaptation from already existing websites like trunk club.com, five fourclub.com. But, adapting those strategies and applying them in an Indian context was a challenge. The mindset of Indian people is completely different from people abroad. In the midway of the strategy Arvind group (www. creyate.com) was launched in the market which had almost similar strategy. This took a complete turn in my strategy. This incident came to be like a real life scenario. Hence, I had to redo the strategy by changing the product proposition and the I had to focus a niche audience. Strategizing for the website took time as Initial research was not enough and I had to further research into the practical viability and application of the brand in real life situation.

To sum up strategizing is about brain storming and going though every step carefully, and using appropriate words taking all the aspects of branding into consideration.

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NAME OF THE WEBSITE

Name of the website the most key element in the branding process. Most the time the name sums up the whole feel of the brand.

Hence, I was searching for the name that help me define this website in one go. I kept following things in consideration.

1.

I did some research on already existing website name. I found that most of the websites have simple names with ‘two’ syllables.

Hence I had to find the word, which is short and simple, as well easy to pronounce.

2.

I went through all the international fashion brands and most of them were named after a designers who are well established in the fashion industry. The most famouse names are Ralph Lauren, Armani , Gucci. Tom Ford etc.

3.

On the other hand there were some international online clothing websites known as Fancy, ASOS, Elite, Five Four club.com, etc. considering the about the target audience, brand essence and the kind of royal premium services we might give on the website I brain stormed and I shortlisted some western names are as follows

1. Marquees 2.

Prét Collections 3. Cavalier 4. Accouters 5. Attuned 6. Suave 7.

Sir

Mind mapping process -1 40.

(somehow the survey showed that most of the names I showed to the target audience they had a problem pronouncing it or some didn’t connect to the name and the feel of it) There was a poll and maximum number of people voted for Marquees as it sound masculine & elite.

But the search for the names is still going on, as I couldn’t see the co relations of the name and with the brand strategy. Shortlist of Indian names like

• Sahib • Sir • Sootboot • Musahib • Rubab 4. As it’s a brand about exclusivity and its website that gives services to the niche audience tried to find an indirect co-relation to the brand I did a research for the exclusive things like noble gases, and exclusive stones and rare animals found on which are rarely found in the world.

5. After a lot of research I found a link, which was about some things that are rarely found on the earth in which I found a word.

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B I S M U TH WHAT IS BISMUTH? Bismuth is rarely found in nature in its elemental form. Its of growing interest in rock shops. The unique look that these crystals offer is really something very special! It is rarer than platinum, ranking number 69 out of the 75 listed rare elements found on Earth’s crust. The iridescent coloring ranging through reds, blues, purples, gold and greens is due to a thin layer of bismuth oxide that forms on the surface of the crystal asit cools. The Metaphysical Properties of Bismuth that it is a silver colored heavy metal in nature which cannot express its crystalline structure without recrystallization help from humans (i.e; assisted). It will resonate you to another level of being that will show itself in ways described in history as “The Philopher’s Stone” and we believe that to be with / at derived from BISMUTH because of its healing qualities and its use in medicine.

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CREATIVE PROCESS While going through the creative process understanding the brand is the most primary thing. So, I started working around the context of bismuth.

Bismuth made me think of many possibilities of art directing the brand.

Bismuth being a lustrous stone with a unique sharp edges and intricate undefined shape inspired me to work with the following element: - Shine and shellac.

- Minimalistic approach - Sharp edges to the form with a flow lustrous colors such as gold and silver.

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LOGO DESIGN PROCESS The process started with iteration of the molecular structure and thought of incoperating the structure of bismuth. As the web service industry that believes in developing long-term bonds with the customers. The logo should have some texture of bismuth metal and the qualities of the brand like ease, sophistication, Indian ethnicity, style. So there is much effective communication.

I tried to incorporate the letter “B” in the logo Iterations of the bismuth bond. Somehow the integrations were looking too structured and they looked like a technical drawing. Further I started mind mapping the elements, which are related to the brand. Later I started using the Bismuth structure with the devnagri script letter ‘ba” which looked very interesting. It could have got a to relate it as an Indian brand.

But somehow the form of ‘BA’ couldn’t be used for the logo design process as one of the panels I gave me a feedback that the logo won’t work in south India. Apparently, the feel of formal clothing and suits was also getting away.

The logo form was completely diverted from what the brand identity which was not a good sign.

Digital Iterations logo incoperating ‘bond’ and the ‘structure’ of the stone.

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STUCK I worked for 7 days and I couldnâ&#x20AC;&#x2122;t come up with a final logo. I went back to all my ideas and nothing seem to come together. I started looking back at the loopholes in the ideation and visualization process. Every form was either looking very structured or very scientific. Therefore I am m referring to this particular book LOGO DESIGN LOVE .

SKETCHES and images The book was a perfect guideline. I followed the Logo design process.

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Redoing the logo design Monogram; A monogram is a motif made by overlapping or combining two or more letters or other graphic themes to form one symbol. Monograms are often made by combining the initials of an individual or a company, used as recognizable symbols or logos.

1. I tried to understand and get the gist of the brand. The website is not only about fashion, clothing and tailoring. But, about long term services. Bismuth believes in giving that “fine touch” to the man’s wardrobe via this online portal with the help of the expert stylist and tailors. Started the process of mind mapping understanding the qualities of the brand.

2.The mind map helped me understand the brand.

But I had to further visualize the ‘Fine touch’. I started sketching out the elements,which depict the fine touch, Online portal, clothing, bespoke tailoring & style, etc.

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Bismuth.com being a high-end clothing website. I wanted to take a minimalistic approach. Hence, I redid the logo adding some visual elements from the mind map.

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Outcome 1

BISMUTH

Digital iteration development 2 ( Incoperating lapels)

outcome - 2

Final Digital iterations of the logo

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3. The lapels and other elements were too graphic. It was difficult to convey the brand essence. Hence, I focused on the shine and shellac and chose the first outcome as it has a universal recognisable element like ‘star’ with the ‘serif’ font capital ‘B’ with sharp edges as it talks about the polish that the website gives to a gentlemen’s wardrobe.

BISMUTH 2nd review feedback: In my second review I got a feedback was that the logo looks a bit weak. The font ‘Marbre Sans’ is very weak. Bismuth.com being a High-end premium website for the middle age men, the logo was very has to be more minimalistic and strong. For the third review I planned to make a minimalistic type logo, which is strong enough. Reflection: I planned to get rid of the ‘Marbre Sans’ font as it was too weak. The new text logo had to be made so, I found a font that goes with the brand.

New logo design (TEXT) - I chose an already existing font ‘Tamasso’ as it looked tall and strong.

- I redesigned the font my increasing the stroke size and kerning between the words, which made each character look independent, yet complete as a text logo.

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4. I still wanted to do a typographic logo as it was a website that delivers packages at your doorstep

BISMUTH 1.The orignal font

2. I increased the stroke size and the kerning in order to make it look heavy, and some curves and angles were straightened to give it more ‘sophisticated’ look.

This iteration failed as too sharp edges were taking away the ‘elegance’ from the logo. It is too sharp and structured.

4.The final logo If you look closely I have tried to incorporate a necktie shape on the edges.

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www .bismuth.com 1. Logo identity for the website to showcase address.

2. Logo identity to showcase brand saperately as only text

Image of the Bismuth Logo The reason of having two different elements was that Bismuth.com needs a elaborate Identity. The logo will be seen on the website and the packaging which are the two interactive elements in the branding process.

Review: 3 Images of the ‘text’ logo and the monogram with the letter After showing the logo on the packaging and the website I had to prove the use of two logos. The “text” logo was the individual identity as it is a premium website adding .com to it generalizing the brand. On the other hand the monogram has been used with the online address as on the packaging and advertising. It is important to have two identities because of the online and offline presence of the brand. Hence, they bought the idea of having these two elements in the brand identity process.

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COLOUR PALLETE The color palette for bismuth is inspired by the look of bismuth. Bismuth has colors with shellac to it. But graphically it was difficult to depict the shine unless I use colors like golden and silver with supporting colors like black and grey and white. Bismuth being a premium brand my review panel has also recommended me to use the foil stamp to show the logo Therefore, I have used golden silver and black as the three colors used in the entire branding process.

Logo in the colour plette

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WEBSITE DESIGN

The website is the strongest link between the customers and the bismuth employees. According to the research the target audience doesn’t like complicated interfaces. Bismuth being a premium website with a completely new concept it had to be minimalistic clean and yet, the look of the website had to be premium and sophisticated.

The elements used while designing the website: - I have used ‘Din’ for the typeface, as the form is tall and clean which looks clean and simple which goes with the “text logo”. The Interface of the website has to be simple easy to navigate yet informative.

- The interface changes and becomes more simpler. futher as soon as he gets started the visitor will have to fill the 60 second fill in for the website.

- Through out the layouts my primary objective was to convey the services which have been provided by Bismuth.com the website also had to have description about different kinds of tailoring services.

- The website consists of 10 pages. 6 pages describe the services while other 4 complete the process of fillinf the personal information.

Grids were made to map out the website. and portrait layouts for the phone

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THE INTRODUCTORY PAGE The page describes the services given by the website in few words the photograph changes with the ongoing campaign.

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WHAT BISMUTH DOES This page explains the benefits of the website and how it might tranform your clothing with ease.

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EXPLAINING BISMUTH It explain what is bismuth and how it looks as its a rare metal never seen before.

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EXPLAINING THE TAILORING SERVICES According to research many people were unaware about what made to measure term means. This page will help them understand the stitch and the terminologies.

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Like the previous page this page explains the bespoke tailoring services.

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Bismuth being a new concept. This page will explain the simple three steps involved explaining the dynamics of the website which encourages you to get started filling the 60 second form and place an appointment with the bismuth experts.

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STEPS AFTER GETTING STARTED This page is step is an interactive page where website asks you the current style statement so the data gets collected in the bismuth archive. This helps the expert in studying the client before visiting them.

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STEP: 2 On this page you enter in your body size.

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STEP 3: Entering in your skin tone.

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STEP 4: The final form where the visitor feeds in all the personal information and requests for an appointment to our experts.

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REFLECTION The layouts of the website just gives an impression of the simple art direction and interface as per the feedback given by the target audience.

They wanted tutorials about how to maintain their formal clothing and suits. They also wanted a blog, which updates them with current style statements and tutorials. The blog could be handled by Bismuth experts. The information on the website is brief and minimalistic so that the visitor doesnt find it complicated. If he wants he can get into the details by clicking further. The four steps in the end explains how easy it is to place an appointment. The whole idea behind the website is to make it look premium and less complex as compared to other existing websites where there are millions of options which confuses you further.

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PACKAGING Packaging is the second link that connects the Bismuth with the website. The branding has to be strong enough to understand.

Therefore I worked on following things step by step: - I looked into the already existing packaging stuff done by trunkclub.com, five fourclub.com etc. There was a very strong identity in all their packages.

- I also had to take other retail packaging into consideration so that Bismuth identity doesnâ&#x20AC;&#x2122;t overlap with the their individual brand identity. For example, Armani exchange gives two layers of packaging from which one layer will be taken off for the delivery.

- I found some ideas of packaging online and the packaging used for packing high end products. Her are some visualisation Pictures of the bags and the boxes.

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Review 2: After the first review I got a feedback about how I shouldn’t be using the paper bags for packaging. Secondly, they questioned the safety issues and other problems. One of the panel members who travels a lot gave me an interesting feedback about how he tries to get rid of packaging when he is travelling.

Packaging process two (revised) - After the feedback I looked into my interviews of my personas. I got to know that they travelled. I also tried to understand and their demands when it comes to delivery of the product. I figured that most of the travelled a lot and they have called for delivery at airports and offices, as they tend to be on the move.

- The packaging has to be up to certain standards.

1. The packaging has to be sleek simple, so that it doesn’t dominate other brands considering Bismuth is catering already existing high-end brands.

2. It has to be well protected and the suit should fit into the packaging.

3. As per the given feedback by the target audience most of them struggle to keep their suits non creased when travelling.

4. Hence, I had to redesign the conventional jackets used for carrying the suit. So that the packaging can be used even after the delivery of the product.

5. I had to keep budget constraints and check for the least waste of materials.

6. The packaging should be easy to function so right from the time it’s been loaded in the packs by the crew till the delivery the product to our customers.

Material study exploration: Material for packaging had to be very light as well and tough and easy to carry. Hence I used the following 1. 200 GSM for the outermost layer (corrugated sheet) costing ?

2. 120 GSM Silver sheet (Rs 40 per box) 3. A kite paper, which will protect the clothes from dust or other stuff (Rs 1 per sheet).

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Aiming to make a recyclable version of this roller.

Spunge for the contours

Interlocking paper paper belt

PROCESS 1 : Making the boxes and the rollers right from the scratch after the material research. The roller was made apapting the rollology technogy. The agenda of making a roller was to protect the suits and trousers from creases and safely and send it to the required destination. Its easy to carry and pack in a big suitcase and can be taken around for a while traveling in flight.

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Screen Printing was the only cheapest and most vialble option as it gave me a freedom to place the logos wherever i want on the boxes.

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Second layer boxes for packing shirts and pants and cuffliks and belt. Itâ&#x20AC;&#x2122;s designed in one piece, so itâ&#x20AC;&#x2122;s easy to fold and lock while packing in the warehouses. The colour of the box is silver with a slight shine like Bismuth. This box gives a unique identity to the brand.

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GENERATING ADVERTISING IDEAS The Ideas for advertising had to go with the USP of the Bismuth.com. I wanted to make the advertisement very classy. Hence, I started looking at already existing ad campaigns of customized tailoring shops who are well established in the market. I am not very good at copywriting but I started looking at the different aspects of men wearing formal clothing and tapping around the their liives and getting more detailed insight from the interviews of the target audience.

Mind mapping the Ideas : I thought in all the directions and tried to make analogies and connect the dots with a middle age man from an affluent economic class.

I started with a mind map and jotted down the hobbies of the target audience 72.

Some of the one-liner ideas for the campaign.

- Adorn yourself.

- For you’re suave only. mr - An exclusive pallette - A gentlemen’s palette - Don’t mature more `the opposite sex would never survive it! A gentleman has always said “Before you go set out for an occasion,you surf Bismuth online wardrobe.”

Most of the lines were sounding like a cheesy dialogues. It was important to focus on the ongoing campaigns in the market hence, I researched hit online campaigns for men.

When making a campaign for men do the following • Know your audience and where to find them. When aiming for men, incorporate sites like YouTube or gaming.

• Create engaging content that’s not swimming in branding and let the conversation flow from there.

• Make content accessible and shareable, especially when it comes to embedding videos.

• Know where you audience is and exploit the relevant networks to make your campaign as visible as possible.

• Evoke emotions like anticipation, suspense, courage or joy.

• Don’t be scared of humor and quirky one-liners to convey your message.

• Appeal to vanity.

Make your product or company seem exclusive and expensive. These types of ads are visually clean with very little dialogue.

Common products are cars or watches.

Hence, I started following these guidelines and started rethinking on my campaign.

Source: http://www.ignitesocialmedia.com/social-media-examples/social-media-campaigns-targeting-men/ 73.

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Looking into the current scenario I did some research on already existing famous campaign like - - - - -

Old spice – Smell like a man Carlsberg – It calls for a Carlsburg Raymonds feels like heaven Movemver – Changing the face of man’s heath Creyate – Made for you by you

To get more focused I went back to the interviews of the target audience and I started looking into the day-to-day lives of target audience and asked them a few question about their day-to-day routine.

Insight: Most of the men were successful gentleman at higher positions in their jobs or business. All their lives they have struggled and worked hard to get to that position. Now, they have earned enough and are well established in the society they don’t mind spending on their leisure’s and comforts.

They believe in being presentable in their workspace as that gives a first impression. They like to spend most oftheir time with their family. The only thing they worry about is that they have to put in a lot of effort to get right-fitting clothes in their wardrobes which are updated with current style statements.

Looking at the current scenarios our target audience has everything. Therefore, I started thinking in terms of how bismuth.com might help to fill in those gaps. So I came up with new Ideas.

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LIST OF NEW ONE LINER IDEAS SUITS ARE FOREVER -The new classic.

- Redoing classic.

- To the taste of a gentleman, - A toast to the classic - The suit is enough.

- A toast to life.

- Champagne to life.

- A small step for man a giant leap for mankind.

- A small click for man a classic toast for the mankind.

- A small click for a man a giant impression on the mankind.

- A magnificently small click.

- A magnificent click to red carpet.

- Sport your suit.

- The ellipse to your success stories.- A true measure.

- Measurable style for an immeasurable.

- The blue cheese. Money, power, bismuth.com. â&#x20AC;¨Average fucking sucks - Oh! Your garb.

- Finesse for a grown great.

OUT OF ALL I CHOSE The Finishing touch to a gentlemanâ&#x20AC;&#x2122;s successful life.

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THE ADVERTISING IDEA

The Finishing Touch

REFLECTION The Finishing Touch to a gentleman’s successful life. The line was cut down to The Finishing Touch It gave the essence of Bismuth in a go.

It really talks about the target audience who are in their middle age are successful and well settled rich family man. They have everything but, only one thing that can complete them is bismuth.com The Finishing Touch. I was very much up for this base line as the word finish goes very well with the sharpness and shellac of the bismuth stone as well as the word ‘touch’ which talks a lot about the philosopher’s stone. Hence, I finalised the one liner idea.

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PRINT MEDIA The finishing touch campaign sounds like very simple idea. It was very important to get right print poster to convey the message of the Bismuth website, as a premium brand which provides expert stylist and tailors. Since it’s the Finishing touch I thought photography will be the best medium to depict the prints. I went throught all the print ads by Raymond’s and Arvind and other Fashionbrands. I wanted something that not just conveyed the clothes but also the feel of the premium services given to the gentlemen. It was very important to convey that following :- we just don’t sell clothes but, give you well fitted clothes with style - and our expert stylist will make you look good wherever you go.

Fitting: To convey fitting I got inspired by the lines which are made by the tailors and on the half-done suit which shows that it has is been furthur customised for the customer.

With Style wherever you go: To show style I planned to take one model and make him wear diffrent kinds of formal wear at different locations which also communicates that one look good wherever you go. Hence, I planned to sketch out the look of the print ads.

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Talking about the services Bismuth doesn’t believe in one-time shopping but it believes in building bonds with the customer and having a long term relationships with them.

I thought of making the tailor marks and make it look like the “BISMUTH BONDS” which I tried to incoporate in the logo design process.

Ideation process: 1

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Ideation Process 2 THE F INISHING TOUC H

ww w. bismuth.co

THE FINISHING TOUCH

m

www .bismuth.com

BOND WITH THE BE ST

ww w. bismuth.co

m

Different kinds of lines on the photographs.

The form is inspired by the Bismuth bonds.

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www .bismuth.co

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Trying the diffent kinds of bond illustration on other photographs

s

o Bi83

ww w. bismuth.co

o o

m

Some more iterations of the bond which have has the different shaped star shaped elements at the junctions. I incorperated the star from the logo in the junctions I thought It will be connection and a good visual flow in the branding and advertising. The also represents the fine touch.

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PHOTOSHOOT A month before the Bismuth photoshoot I has done one photoshoot for the Campaign Amara where I learnt how to compose images which could be used for the advertising layouts. I studied some layouts and did this shoot in the day time at Lalbaugh which is a perfect light to do a photoshoot you need to give spacing for the. This shoot was for Seabuckthorn and according to the brief given to me it is about an organic product which has no chemicals were used in manufacturing it. Hence,I tried to find textures in the park which will suit the product.

â&#x20AC;&#x2DC;Amaraâ&#x20AC;&#x2122; a Body Essentials product. Campaign photoshoot.

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PRE - PRODUCTION FOR BISMUTH PHOTOSHOOT

Casting : I thought of casting Jitesh Thakar as my model because of his right age and his ‘V’ shape build for the suits and chiselled face cut which was perfect for Bismuth photoshoot. We planned to shave his beard for the photoshoot.

Locations for the shoot UB city mall, Bangalore Palace,Yoga house. respectively.

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THE KIT FOR THE PHOTOSHOOT

-5 D mark 3 -24- 105mm lens, 50 mm Lens ( combination) -Reflectors - Tripod, Respectively

Curating accessories and footwears for the shoot. I curated the clothing as per the location with the help of NIFT Stylist Vanshika Saighal and Kopla Joshy.

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PRE - PRODUCTION INSTRUCTION FOR THE CREW I had a crew of two people to handle the clothes and the props, clothes and the equipments. From all the three locations Bangalore palace shoot were suppose to be the most difficult shoot as we had time contraints. It was important for me to plan out every shot prior and give instructions to the crew accordingly.

Shot Divsion - Close ups! Jitesh entering the door looking at the rooftops. And the windows.

- Long shot: - Leaning of the gallery.

- POV: Him looking down the hall - Close up - Reflection of him smiling in the photo glass of the photo frames.

- Track long shot: - Fixing one of the photo frames in the shot.

- Walking though the corridor and leaning on the pillar.

- Long shot - Sitting in comfortably on the floor in the veranda - Close up - Looking up in the sky.

- Close up - Reflection in the mirror of him walking down the corridor.

- Ground shot - Him walking on the floor barefoot on the well crafted tiles of the palace.

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Things to remember for the shoot as its was not allowed to shoot in Bangalore palace.

Enter the palace â&#x20AC;&#x201C; - Jitesh enters the palace saperately from the crew.

- Crew pays for the camera and enters the palace with the clothes and tripod in the bag.

- One person documents the behind the scene with the phone camera - ( IMP) - carry the skateboard in the bag.

- - - - - - -

Tripod and reflector should be kept inside the bag before entering the palace.

Carry a cloth for the tracking shots so the hand held camera movement is smooth.

Keep checking for guards.

Keep checking people entering the frame.

Carry a torch if extra light can be bounced with the reflector.

Carry extra clothes and accessories in the bags.

Take the Bismuth box which has cufflinks in it.

Surprisingly as per the new rules I could pay a certain amount and click pictures with my DSLR. Anyway the Instructions were necessary as the shoot was done on time and the the shot division helped me and the Jitesh co-ordinate well. The shoot went on peacefully.

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POSTERS

The changes were made in the layouts after seven to 8 iterations BEFORE

AFTER

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PRINT ADS

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HOARDINGS

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BEHIND THE SCENE FOR THE PHOTOSHOOT

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BISMUTH COMMERCIAL Being a big fan of televison commercials and a fim student It was my dream to direct and make a commercial. Re-looking at Bismuth being a concept developed by me and advertising Idea The Finishing Touch started looking for refrence Ads. For few months I was struggeling with what kind of execution will be appropriate for the campaign. I was looking forward to document my personas and their day to day life.This would have given me furthur ideas of making it look very realistic. But, somehow the idea was dropped down as documentry film making is improvised and it has a organic touch which totally takes away from the advertising idea â&#x20AC;&#x2DC; The Finishing Touchâ&#x20AC;&#x2122;.

Hence, forth I started rethingking about all the possible ways of execution and how it will be appropriate for the brand I started looking into the kinds of commercials which are as follows: 1.Testimonial advertising This type of TV ad is basically an expert or customer making a testimony on how amazing and incredible your products are and why they never ever would buy from someone else than you 2. Patented or unique If your product does something unique, has a patent or special formula it is possible to focus strongly on this. It really doesnt matter if your product really have a unique formula; your goal is to make your product almost synonym with a specific problem or use.You commonly see this in commercials for makeup, toothpaste or cleaning detergents.

3. Informative Infomercials are mainly used in commercials for companies with moral reasons not to stand out too much. Instead you highlight the facts in and around your business.

4.Appeal to vanity Make your product or company seem exclusive and expensive. These types of ads are generally very visually clean with very little dialogue.

Common products are cars or watches.

5. Parody or comedy Anything that get peoples emotions flowing will be noticed and remembered.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

6. Celebrity piggy back There are two reasons to use celebrities in TV ads. The first one is trust, because if your company is big enough to use someone famous you must be doing something right. The second reason is most people want to live in an illusion, an illusion of having the perfect life.

Nothing reflects a perfect life better than the idols you see on TV and hence everyone will want to own/use the same things as them.

I wrote some initial scripts ( ideas) which revolved around the day to day life of the middle age man from an affluent economic class.

Idea 1 A man walking down the corridor in the office while the other man stops him and adores him looking at his suit. Hey man what do you do and how do you do it?

Idea- 2 Two men ordering food in the restaurant. One of them compliments other for having a good taste and calls for the same dishes. Then the other compliments him about having a good taste in clothes too. He asks him the reason.

Idea -3 One fine morning the Mr Malhotra where he finds people around and have started giving him lot of importance he feels like a celebrity. They leave their daily routine work just to get a glance of him. Start with the wife who looks at him getting ready and then the daughter gets up early for having breakfast with him, Gardner the watchmen come and greet him and then the employees in the office. The camera goes till the office where his boss call stands in front of Mr. Malhotra and fixes his tie wish him. Mr. Malhotra goes to his cabin and opens the I - pad and selects his next suit for Bismuth.com.

We wont be showing Mr. Malhotraâ&#x20AC;&#x2122;s face just the clothes and how people are looking at him. POV of Mr.Malhotra.

Idea â&#x20AC;&#x201C; 4 The problems faced in the changing room. Mr. Malhotra is is struggling to choose and wear the right clothes while his While there is a voice over of Mr. Malhotra of which one to choose. Outside the changing room his wife keeps telling him to try different clothes And daughter and son keeps rejecting him. On the other hand nothing is fitting him right or going according to his taste. Finally all the voices frustrate him and he shuts the door of the changing room and sits down.

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Final Idea The 100 pipers Ad inspired me to make the commercial. But it was a high production Ad with a cast Arunoday singh. But the execution really gave me the feel of what the brand. Hence I decided to stick to one Idea which is Appeal to Vanity. Hence I started thinking of a charecter that That will suit this paticular segment.

REFERENCE AD

Arunoday Singh in the 100 pipers commercial 99.

2014 Diploma Project Documentation by Indrajeet Deshmukh

PRE- PRODUCTION Script : As per the insight I got from one of the persona as he shared one of his expiriences when he gave the interview on a Tv channel. He described to me about the stress before going on air but, in the end the interview was fabulous. if you see these people are often under pressure as there are many people who are forward to them as they are the leaders, company heads, Speakers and they are presenting themselves to masses. Hence, I started writing a script on the same subject. While writing the script I came up with a script that gives a demonstration as well as it tells a story. I was making a attempt for making it a docu-fiction film.

Appeal to vanity Make your product or company seem exclusive and expensive. These types of ads are generally very visually clean with very little dialogue. Common products are cars or watches. Hence I wrote the visuals and then the voiceover.

IDEA: Sanjay Manaktala who is a standup comedian became my idea. He was an middle- age It guy who is a NRI an upcoming stand up celebrity (Stand up comedian) who I have seen him wearing formals and suits for his performances. Hence I wrote a script on him.

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A rough Script on Sanjay Location: Green room back stage Sanjay is standing anxiously standing looking at himself in the mirror,in front of the mirror in the changing room. Breathing heavily, sweating, nervous.

Cut to a very rowdy crowd.

The stage co- coordinator enters and gives a hand gesture (you are on stage in 5 minutes) and keeps the Bismuth roller and box roller in the room.

Cut back to the crowd, screaming their heads off. Sanjay speaks to himself. Preparing. He closes his eyes and calms down when he hears his inner voice voice. Takes a last deep breath.

Cut to the Bismuth roller pack. Tight close-up on the logo Sanjay opens the roller takes out the suit Pan across the suit showing texture, tailoring and so on Sanjay puts on the suit, holding the lapels and putting the button on.

Cut to logo and baseline Bismuth.com.

The Finishing Touch Bismuth Green Room Voice-over.

VO: Green Room Voice-over.

VO: There are times when no matter how further you walk, people say you are all talk No matter how right you strive to be, things go wrong There are times when bowing down to pressure seems like the only option No matter how many dreams you fulfill, there’s hunger for more And the will to go beyond excellence makes you push even when your mind is sore There are times when things feel far from perfect And between success and happiness there’s a stark disconnect Life can at time get confusing and harsh on the best of us…

VO: Fortunately, there’s one thing you can always be confident about.

Bismuth.com. The finishing touch 101.

2014 Diploma Project Documentation by Indrajeet Deshmukh

The voice over was revised furthur as it had to fit into a 45 seconds, 30 seconds, 10 seconds commercials. Therefore the revised commercials are as follows: Bismuth revised green room voice over (Dressing room) Sometimes no matter how far you travel, people still say you are all talk No matter how right you strive to be, things go wrong.There are times when bowing is the only way to stand straight.

Introducing Bismuth.com a perfect blend of fine tailoring and expert stylists for todayâ&#x20AC;&#x2122;s gentleman.

So in the world of change and conflict, thereâ&#x20AC;&#x2122;s still one thing you can be confident about.

Bismuth.com demo AD The Finishing touch.

Voice-over 2 ( Demo Ad) you demand more out of everything you do.You refuse to blend in.You seek perfection, always.

Bismuth provides you exclusive stylists and tailor who craft and customize suits and clothes only for you. Using Salvatore techniques and Salvatore quality at a fraction of Salvatore prices. Our master cutter judges how well the fabric drapes on your frame and the precise lengths you need down to the last millimeter.

We, at bismuth.com understand your needs when it comes to your wardrobe - making sure youâ&#x20AC;&#x2122;ll be immaculately attired at all times

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BISMUTH COMMERCIAL STORYBOARD

Sanjay walking down the corridor towards the light.

Sanjay standing in front of the mirror with closed eyes

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2014 Diploma Project Documentation by Indrajeet Deshmukh

FLASHBACK: He is standing in the dressing room.

Looking at the mirror.

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The stage coordinator enters and gives a hand gesture (you are on stage in 5 minutes) and keeps the Bismuth roller and box roller in the room.

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Crowd screaming and jittering.

2014 Diploma Project Documentation by Indrajeet Deshmukh

Picks up the glass with (introduction to the product).

Pack shot

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Cut back to the crowd, screaming their heads off.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Opens the roller

Wears the tie and cufflinks.

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Looks into the mirror with the camera zooming towards his face.

Suits up.

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Bismuth.com The Finishing Touch

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The Shoot The commercial was shot in two diffrent locations and detailed reci was done before the commercial The commercial was shot in SIMC bangalore Auditorium and a bunglow of my friend. I also casted a real tailor and a stylist for the commercial, So that they know alreadyknow how things are needed to be done.

Crew: The consist of 6 people and the instructions were been given to them as the shoot was planned from morning 9 till 4 in the eve.

Hence, because of the time crunch every hour of the shoot was planned and it was shot successfully.

Slider

24-105 mm canon L series lens

6 D Canon Dslr

Track and Trolley

2 LED white fills

50 mm L series lens

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2014 Diploma Project Documentation by Indrajeet Deshmukh

Some Snipets shots from the Ad Film

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Behind the Scenes for the commercial

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2014 Diploma Project Documentation by Indrajeet Deshmukh

REFLECTION ON THE PROJECT Making this full fledged multi- media campaign cannot be described in only few words. This campaign has tought me a lot! It is one of the most challenging projects I have ever done till now and so, It is my Diploma project. I have gotten to know a lot about my strenghts and weaknesses, I can introspect my creative side, and I know where exactly I stand at present. Right at the start of the project I was planning to do a commercial work and at present I am satisfied with the results. I think it was a right descision to take buisness design as my cluster.

I would like to introduce Bismuth.com to the real world. If possible I am looking forward to proposing this idea in the market. In the end I would like to say that this project has taken me through a lot of hardship. I hope I have understood a small percent of the dynamics of how a branding and advertising company works. This is just a start. I canâ&#x20AC;&#x2122;t wait to work on the real campaigns.

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ACKNOWLE DGEMENTâ&#x20AC;&#x2122;S FACULTY:

SPECIAL THANKS TO :

- Pandrang Row (Project head) - Girish Chandrashekhar ( Strategy) - Manasee Jog ( graphics, Strategy) - Sonalee Mandke ( graphics) - Sanjay Barnela ( Film ) - Sandeep Chandra Ashwath (Film) - Jackson Poretta - Manjiri Joshi - Rahul Bharadvaj - Carl Lindquist - Debjani - Swati Unakar

- Sanjay Manaktala - Mr. Jitesh Thakar - Mr.Yashodhan Joshi - Ritu Arya - Suleiman Rabbani Tailors (commercial street) - The Yoga House Cafe - Yogesh Kumar (camera/Equipments) - Vanshika Saigal (Stylist) - Anjali Mehta (Stylist) - Varsha Chhabria (SIMC Bangalore) - Ishita Kulkarni - Shamika Singh (SIMC) - Siddhesh Parelkar ( copywriter) - Kaevan Umigar

THANKS TO MY FRIENDS

COLLEGE STAFF - Mr. Ravi - Mr.Srinivas - Guru - Mr. Nagraj

- Prateek Vatash - Adeeba Mussafar - Nihar Apte - Sagar Saple - Musharraff Sheikh - Karan Worah - Devangana Dash - Zoheb Qazi - Aparna Badgandi - Pavitra Krishnan - Devika Inca Dutt - Najeeb Khalid - Yash Shah

- Kopal Joshy - Yashika Gor - Nilanjan Dhar - Priya Gandhi - Radkhika Mantri - Aaron Joseph - Varshah kurein - Shreya Bhatia - Mayank Bhutoria - Maitreya Mer - Thomas Jose - Rahul Singh - Suraj Baadkar

FAMILY - Vandana Deshmukh (Mother/producer) - Ishwari Deshmukh (Sister/advisor) - Om Deshmukh - Yogini Deshmukh - Rajveer Deshmukh - Sejal Deshmukh - Utkarant Deshmukh 115.

2014 Diploma Project Documentation by Indrajeet Deshmukh

2014 Diploma Project Documentation by Indrajeet Deshmukh

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