Saints & Warriors has created the Staples Corporate launch campaign which will be released pan India. This campaign is to launch Staples National Advantage service. The agency had earlier designed the launch activities (press, outdoor and collaterals) for Staples Retail in a localized manner in Bangalore, Noida and soon to be launched Pune Stores.
Interestingly, the campaign for a "business-like" product uses the light-hearted communication route. "The idea to use cartoon doodles was the idea that we had presented at the pitch as well. We deliberately steered clear from a serious business like communication and kept it simple and light-hearted. We felt that would not just connect better but also help us communicate this new business easily to corporate organisations," explains Trilokjit Sengupta, creative head on the account, Saints & Warriors.
Sharad Dalmia, co-CEO for Staples in India, says, "Staples as a brand wanted to signify that it provides products and services in an easy way. We wanted to expand the 'easy' promise through this route of communication. This communication profiles what the brand means. We wanted a positive recollection and emotional quotient from the campaign."
For the India launch, the logo of the brand has undergone a transformation to encompass the range of products. "We have redesigned their logo as well, keeping in mind the low-awareness levels about Staples in the trade, consumer level and some organisations. This new logo is being used in all their communication at least for the first few years in the country," says Sengupta.
Dalmia adds, "Staple is a large global brand. For the Indian market, it is important that the logo signifies what all the brand does and that it offers a huge range of products."
The art director for the campaign is Sneha Sathe; the concept, copy and cartoons have been done by Sengupta. The new logo has been designed by Raja Haldankar who is also the art head on the account.