CLIENT SUCCESS  |  Brand Implementation


5 Summer Problems, No Tension.



CLIENT: Zydus Wellness
CATEGORY: Personal Care
INTERVENTION: Packaging launch management/ Brand implementation


With a heritage of over 50 years, Nycil continues to remain one of the most trusted and recognized talcum powder brands in India and a market leader. It has over the years established its efficiency through its Germ Fighter Formula with skin care actives that gives effective protection from 5 summer skin problems – sweat, body odour, rashes, itching & prickly heat.

The Task

In 2019, Zydus Wellness wanted to relaunch Nycil for the upcoming summer season. While the new packaging design was developed with a UK-based design firm, as Zydus’ central packaging implementation agency, Encept was tasked with managing the rollout of the new packaging across a portfolio spanning 30+ SKUs.

How Encept Managed the Launch

Encept was supplied master designs across a few lead SKUs along with basic guidelines for the new design architecture and a recommended colour palette.

The major task was to achieve the colours/ shades proposed by the design agency considering gravure printing. In addition, the brand wanted certain post-print finishes which was a first time for Nycil sleeves. This design development process proved highly iterative involving several rounds of Epson proofs, mock-ups and multiple rounds of vendor coordination to validate the design feasibility.

To fast-track artwork approvals and meet very tight network timelines, we extended Zydus a special project management office at our studio. A dedicated team of project managers, artwork specialists, prepress and print production experts was set-up to help meet launch schedules.

Encept also managed press approvals, to ensure consistent shade matching with approved proofs across multiple vendors.

Outcomes

The Nycil launch was eventually managed on-time and on-brand through a combination of dedicated teams, our multi-disciplinary expertise spanning design, creative imaging, artwork & prepress and colour management.

Encept worked through a series of hurdles – both technical and well as due to lack of time to help Zydus pull off an almost impossible looking launch.

A delighted brand manager Kruti Shah had this to say:

"I think it’s very rare that an agency becomes a business partner to collaborate with at every milestone & owns the brand as good as the company does. It was a fabulous journey to work on the Nycil brand re-launch with your team, and much to my surprise you had answers to all the problems that came our way. Looking forward for more strategic & collaborative work in future…”

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