Going beyond the brief, when good briefs are most sought after! Dabur India Limited Annual Report 2020-21 & 2021-22 View Digital Report
Background

The perennial story of brief vs. outcome, the chicken-and-egg saga. Agencies seek briefs and clients try their best to provide one but there are significant gaps, often. More so is the story when it comes for corporate communication projects. How can a good brief be translated into a good end product? Can the efforts go even beyond the brief in search of a good end product?

Project Synopsis

The Annual Report of Dabur India Limited begins with a solid brief from the client and a befitting pitch from the agency. For the Annual Report 2020-21, the agency went beyond the brief also to look for an apt concept for this flagship communication from the flagbearer of Ayurveda-based FMCG giant from India. This was immediately post-Covid time wherein the Company posted growth numbers which were above industry average. Pitchcraft proposed a concept thought that was humble yet impactful, just like the client itself.

Project Highlights
  • Though the concept was away from the initial brief but was instantly adopted by the client.
  • Moreover, the concept of FY2020-21 became the brief for FY2021-22 report also and the same concept was continued for FY2021-22 as well.
  • The creativity was well appreciated and was able to fulfill the client's communication need.
  • Entire project was delivered on fast track, with complete efficacy.
  • The 2020-21 report was also digitally translated into a web version of it by Pitchcraft.
  • A thorough, encouraging, participative and supportive client who provoke and support creativity.
Project Deliverables
  • Cover concept; concept theme note; designing of entire narrative/theme section of the report with all illustration and image work; mail version PDF, print-ready Artwork for printing and digital web version.
  • Here are the two reports with creatives that led to a brief (Annual Reports)

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