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LIKES DON’T BUILD BRANDS. STRATEGY DOES. LIKES DON’T BUILD BRANDS. STRATEGY DOES. Marketing today is drowning in vanity metrics like likes, clicks, and impressions. These numbers look good but rarely build strong, lasting brands. What actually drives growth is a coherent, long-term brand strategy rooted in, integration, actionable metrics, and trust. From Amul to Dove to Apple, the brands that endure are those that invest in strategy over short-term spikes. At AHA, the belief is simple: strategy must rise above numbers to create growth that is authentic, measurable, and built to last. WHAT GOOD IS A MILLION LIKES IF NO ONE REMEMBERS THE BRAND BEHIND THEM? Marketing today suffers from a crisis of measurement. Dashboards glow with vanity numbersfollowers, impressions, click-throughs that flatter egos but rarely build businesses. The real casualty is strategy. Without a strong brand strategy, companies chase fragments, silos, and short-term spikes, mistaking motion for momentum. And the science is clear: the brands that win are the ones that build consistently, coherently, and over the long haul. VANITY METRICS: ALL SHINE, NO SUBSTANCE Cheap, addictive, but nutritionally empty. Research from the Ehrenberg-Bass Institute shows that most advertising works by building memory structures over time, not by racking up short bursts of attention. One viral post won’t make you Coke. A consistent brand strategy, executed with discipline, just might. REMEMBER PEPSI’S KENDALL JENNER AD? Millions of impressions, global chatter and yet a brand blunder that damaged equity. Contrast that with Dove’s “Real Beauty” platform, built patiently for over 20 years, increasing Unilever’s sales from $2.5B to $4B by sticking to a strategic core. Chasing growth, not just likes? Drive it here. SILOED MEASUREMENT: THE SILENT BARRIER Marketing tracks clicks. Sales track revenue. Brand teams track awareness. But the customer doesn’t live in silos. McKinsey found that companies with fully integrated marketing and sales data grew 2.5x faster than those with fragmented measurement. Asian Paints is a masterclass here. Its marketing, retail, and supply chain strategy are fused creating a unified brand story that’s hard to disrupt. That’s not reporting; that’s brand strategy in action. THE ILLUSION OF SHORT-TERM SUCCESS Spikes in traffic or followers look like growth. They’re not. Binet & Field’s IPA study of 500 campaigns found that campaigns optimised only for short-term activation deliver half the profit growth of those balanced with long-term brand building. Half. Nike sold aspiration by making “Just Do It” a cultural constant since 1988. REMEMBER WHAT HAPPENED WHEN THEY STARTED COUNTING CLICKS UNDER CEO JOHN DONAHOE? The company lost 21% of its stock market value in 1.5 years .That goes on to show why brand strategy beats short-termism every single time. ACTIONABLE METRICS: THE TRUE INDICATORS OF VALUE Customer lifetime value. Retention rates. Net Promoter Scores. These aren’t just numbers; they’re predictors of survival. According to Bain & Company, improving retention by just 5% can boost profits by 25–95%. INTEGRATION OVER FRAGMENTATION When data is scattered, you’re reading a novel with missing chapters. A holistic brand strategy stitches together every touchpoint: awareness, experience, conversion, loyalty. Think Apple. where store design, packaging, advertising, and customer service are one seamless narrative. That’s not coincidence. That’s brand strategy PERSUASION, NOT POPULARITY You can buy eyeballs. You cannot buy trust. Nielsen research shows that brand trust is the #1 factor in purchase decisions for 60% of consumers. Likes don’t persuade. Brand strategy does. LONG-TERM LOYALTY BEATS SHORT-TERM SPARKLE Every brand can buy attention. Few can earn devotion. Amul has dominated India’s dairy sector for decades not because of short-term gimmicks, but because its witty, strategic, and consistent advertising built a bond of trust that endures. IN SUMMARY COMMON PITFAL HOLISTIC ALTERNATIVE Vanity metrics Actionable metrics with business impact Siloed measurement Integrated cross-channel insights Short-term visibility Long-term loyalty and brand preference Fragmented reporting Unified brand strategy and storytelling Wondering how to turn insights into impact? Let’s show you how. WRAPPING UP: BUILDING GROWTH THAT LASTS A strong brand strategy is not a slide deck. It is a discipline. It aligns every decision -creative, data, distribution, experience to a single brand vision. Ignore it, and you’ll drown in vanity. Respect it, and you’ll build brands that last. At That’s AHA, the belief is simple: brand strategy must rise above numbers. By aligning measurement, dismantling silos and focusing on what truly drives value, we help brands achieve growth that is authentic, measurable and built to last. Because in the end, people don’t remember the campaigns that went viral. They remember the brands that mattered. FAQs WHAT IS A “COMMUNICATION STRATEGY”? It is a structured plan defining how a brand conveys its identity; through tone, sensory cues and messaging; across every touchpoint. HOW DOES A STRATEGY REINFORCE BRAND DIFFERENTIATION? By embedding a distinct tone, narrative and sensory cues, a strategy makes the brand recognisable and emotionally engaging. WHY IS CROSS-CHANNEL INTEGRATION VITAL? Aligning messaging, tone and design prevents fragmentation and enhances coherence across touchpoints. DO SENSORY ELEMENTS ACTUALLY BOOST BRAND RECALL? Absolutely; colour, sound, typography and texture embed messages in memory through emotional and sensory resonance. HOW SHOULD A BRAND BEGIN BUILDING ITS STRATEGY? Start by clarifying purpose and tone. Audit current communications for consistency, then layer in sensory and storytelling alignment.

DO WE NEED ANOTHER BABY CARE BRAND? The baby care market is rapildly expanding, not because of population growth, but because modern parents have higher expectations. They are willing to pay more for products that are safer, cleaner, and more effective. DO WE NEED ANOTHER BABY CARE BRAND? New brands are succeeding by addressing critical gaps that established companies often ignore: MOVING BEYOND BASIC MOISTURISATION They offer products with active ingredients (like vitamins and antioxidants) that actively heal and strengthen a baby’s delicate skin, rather than just providing a passive barrier. PROVIDING CUSTOMISED SOLUTIONS They cater to specific climate and lifestyle needs, offering different formulas for humid, dry, or high-UV environments, a segment overlooked by global brands with one-size-fits-all products. PRIORITISING TRANSPARENCY AND CLEAN INGREDIENTS New brands build trust through radical transparency, avoiding parabens, phthalates, and vague “fragrance” claims, appealing to parents who are avid label readers. FOCUSING ON PROACTIVE HEALTH They create therapeutic diaper care and rash prevention products that use advanced ingredients like probiotics to solve problems rather than just offering temporary relief. OFFERING ACCESSIBLE QUALITY They provide high-quality, science-backed products at a more affordable price point, making premium care accessible to a broader market, particularly in developing economies. In short, new baby brands are winning by offering parents not just another product, but a better solution that is more specialised, transparent, and effective. Walk into a baby care aisle anywhere in the world, and you’ll see the giants lined up: Johnson & Johnson, Aveeno, Chicco, Dove Baby. Trusted for decades. Bought almost on autopilot. SO WHY, IN SUCH A CROWDED CATEGORY, DO NEW BABY BRANDS KEEP APPEARING? AND MORE IMPORTANTLY, DO PARENTS TRULY NEED ANOTHER ONE? The answer lies not in the shelves, but in the science, behaviour, and shifting expectations of today’s parents. THE EVER-GROWING BABY SKINCARE MARKET The Market Isn’t Saturated. It’s Expanding. GLOBAL BABY SKINCARE MARKET – USD 11.6 billion in 2023, projected to hit USD 22 billion by 2034. MIDDLE EAST BABY CARE – growing at 5.8% CAGR, to reach USD 8.5 billion by 2027. INDIA – among the top 3 fastest-growing baby care markets, fuelled by rising incomes and millennial parents who spend 20-30% more on baby products than the previous generation (Euromonitor). This growth isn’t driven by population increases alone. It’s driven by parents demanding more safer, cleaner, smarter products that do more than moisturise. IS YOUR BRAND TELLING THE RIGHT STORY? Let’s write the next chapter → IT’S BECAUSE PARENTS ARE SPENDING MORE ON BABY SKINCARE Today’s parents are label readers and researchers. They want proof, not just promises. According to a Nielsen study, 73% of millennial parents are willing to pay a premium for natural and safe baby products. But legacy brands often default to generic solutions. The real market gaps lie where theirproducts stop short. WHERE IS THE REAL NEED GAP? The baby care products market may seem saturated, but dig deeper, and you’ll find critical gaps that major baby skincare brands aren’t addressing. Let’s break down where the most significant gaps in the industry lie and why a new brand could be the next big thing. BEYOND MOISTURISATION – SKINCARE THAT HEALS AND STRENGTHENS Newborn skin is 30-50% thinner than adult skin, loses moisture twice as fast, and is more permeable to toxins. Yet most products still focus on “mild and gentle” moisturisation. Parents now seek active nourishment – Vitamin B5 & E – support barrier repair. Antioxidants – reduce irritation. Vitamin C and zinc – heal rashes. Omega-rich oils – strengthen skin over time. Think of it as moving from “basic care” to dermatological nutrition for baby skin. CUSTOMISED SOLUTIONS FOR CLIMATE AND LIFESTYLE NEEDS A baby in London doesn’t need the same skincare as a baby in Dubai. Hot & humid climates – prone to heat rashes, sweat irritation. Air-conditioned indoors – constant dryness. High UV regions – need sun protection even for infants. Yet most brands sell global formulas with little adaptation. Regionalised baby care, lightweight gels, cooling lotions, UV-protective creams, is a billion-dollar gap. SAFER, CLEANER INGREDIENTS WITH TRANSPARENCY Parents today don’t just want “natural.” They want 100% disclosure. No parabens, phthalates, or artificial stabilisers. No vague “fragrance” claims masking chemicals. Labels written in plain language, not chemistry jargon. The Honest Company in the US grew to USD 300M+ revenues by simply building trust through radical transparency. That demand is now global. PROTECTION BEYOND THE BASICS – DIAPER CARE AND RASH PREVENTION Diaper rash affects up to 50% of infants. Yet most creams are passive barriers, not active repairers. The opportunity? Therapeutic diaper care – Zinc + Vitamin E – healing. Probiotics – skin microbiome balance. Anti-inflammatory botanicals – prevent flare-ups. Parents don’t want temporary fixes. They want proactive skin health. AFFORDABLE YET HIGH-QUALITY SKINCARE Mustela, Weleda, Honest Company- trusted but expensive. For many middle-income families in Asia, Africa, and the Middle East, these aren’t accessible. A mid-tier, dermatologist-backed brand that combines premium science with affordability could become the Amul of baby care, democratising quality without diluting trust. TIRED OF BLENDING IN? Let’s make your brand unforgettable → THE OPPORTUNITY BRANDS THAT SOLVE, NOT JUST SELL The next winning baby care brand won’t be another lotion with “mild & gentle” on the pack. It will: Create climate- and culture-specific ranges Commit to clean-label transparency Provide healing and protective solutions, not just moisturisation Offer premium performance at accessible prices Do we need another baby care brand? Yes. But not another copycat. The real opportunity is for a brand that treats baby skin as living, developing, and in need of active care, not just passive protection. A brand that recognises babies in Riyadh, Mumbai, and London don’t live in the same conditions. A brand that proves clean and effective doesn’t have to mean expensive. Because parents don’t want more choice, they want better answers. FAQs WHY DO WE NEED NEW BABY CARE PRODUCTS WHEN BIG BRANDS ALREADY EXIST? Even though established baby skincare brands like Johnson & Johnson, Aveeno, and Dove Baby are trusted

COMMUNICATION STRATEGY AS YOUR BRAND’S POWER TO DIFFERENTIATE AND OWN DISTINCTION COMMUNICATION STRATEGY AS YOUR BRAND’S POWER TO DIFFERENTIATE AND OWN DISTINCTION A robust brand communication strategy empowers an organisation to stake its claim in a crowded market. By weaving a coherent narrative across touchpoints, brands differentiate themselves and own their unique space. Structured around purpose, verbal identity, integrated messaging, and sensory cues, a well-executed communication strategy fosters recall, loyalty, and emotional connection. It is not merely what is said but how, when, and where it is said that creates lasting distinctiveness. COULD A BRAND GENUINELY DIFFERENTIATE WITHOUT A STRATEGIC FRAMEWORK FOR ITS VOICE AND PRESENCE? A robust brand communication strategy is essential to stand out and own distinction. WHY THIS MATTERS: IT BRINGS INTENTIONAL CLARITY TO EVERY MESSAGE. IT BRIDGES SENTIMENT ACROSS CHANNELS. IT BUILDS IDENTITY BEFORE NAMING. EMBED A PURPOSE-LED NARRATIVE A communication strategy that centres on purpose transcends mere promotion; it articulates the brand’s reason for existence. When communication aligns with mission, values and promise, it cultivates emotional resonance and strengthens relevance. Brands that foreground meaning not just messaging forge deeper connections and lasting loyalty. Want ideas that spark movements? Ignite them with us. SHAPE A UNIQUE VERBAL IDENTITY Verbal identity is more than style; it’s auditory recognition. A consistent tone, vocabulary and phrasing across all mediums crafts a recognisable voice that distinguishes the brand even in silence. This linguistic personality deepens familiarity and prevents fragmentation. ENSURE MESSAGE HARMONY ACROSS CHANNELS Disjointed messaging dilutes impact. A cohesive communication strategy synchronises visual design, tone and storytelling across all touchpoints from social media to packaging so every interaction reinforces brand identity. Consistency like this builds trust and recognition. ENGAGE THE SENSES Words alone are fleeting; sensory elements are enduring. Colour palettes, sound, typography or texture elevate messaging into experience, stimulating emotional recall and anchoring the brand in memory. This multisensory layer turns communication into connection. CONSISTENCY BUILDS RECOGNITION Distinctiveness emerges through repetition, not randomness. Recurrent use of fonts, phrases, colours or hooks creates familiarity; making the brand feel known, not new. This consistency breeds recognition and preference long after a campaign ends. INTEGRATE, DON’T ISOLATE A standalone message is vulnerable; integration is resilient. When language, design, storytelling and sensory cues align across departments, campaigns and media, the brand’s presence becomes multi-dimensional and cohesive building strength through synergy, not fragmentation. PROMPT ACTION, NOT JUST ATTENTION Visibility without influence is empty. A vibrant communication strategystrong> nudges the audience toward outcomes whether sign-ups, purchases or referrals. It is not satisfied with being seen; it aims to be chosen. BUILD TRUST THROUGH RELIABILITY Trust emerges from clarity and consistency. A communication strategy that prioritises transparent language, dependable tone and consistent messaging builds credibility. Over time, this reliability becomes an invisible but powerful differentiator. WITHOUT COMMUNICATION STRATEGY WITH HOLISTIC COMMUNICATION STRATEGY Scattered or inconsistent messaging Unified narrative across all touchpoints Generic or forgettable tone Distinctive verbal identity that resonates Visual identity only Multisensory cues that enrich brand experience One-off campaigns Recurring motifs that build familiarity and trust Visibility without persuasion Messaging designed to influence behaviour Mixed signals undermining credibility Clear, coherent communication that fosters reliability Trend-driven approaches Perennial strategies rooted in authenticity and purpose In a world flooded with messages and fleeting attention, a Communication Strategy is not a luxury; it is the compass that guides a brand from anonymity to allegiance. By aligning narrative, tone, sensory cues and purpose, it transforms every impression into identity, every campaign into connection, and every moment into momentum. A brand that communicates with clarity, cohesion and conviction doesn’t just speak; it resonates. FAQs WHAT IS A “COMMUNICATION STRATEGY”? It is a structured plan defining how a brand conveys its identity; through tone, sensory cues and messaging; across every touchpoint. HOW DOES A STRATEGY REINFORCE BRAND DIFFERENTIATION? By embedding a distinct tone, narrative and sensory cues, a strategy makes the brand recognisable and emotionally engaging. WHY IS CROSS-CHANNEL INTEGRATION VITAL? Aligning messaging, tone and design prevents fragmentation and enhances coherence across touchpoints. DO SENSORY ELEMENTS ACTUALLY BOOST BRAND RECALL? Absolutely; colour, sound, typography and texture embed messages in memory through emotional and sensory resonance. HOW SHOULD A BRAND BEGIN BUILDING ITS STRATEGY? Start by clarifying purpose and tone. Audit current communications for consistency, then layer in sensory and storytelling alignment.

POWER OF MUSIC IN ADVERTISING:JINGLES & BRANDING Music is a powerful tool in advertising, going beyond simple background noise to influence how we feel, remember, and even what we buy. This is because our brains are hardwired to link sound with emotion and memory, a process called multimodal encoding. POWER OF MUSIC IN ADVERTISING: JINGLES & BRANDING EMOTION AND RECALL Music triggers emotional responses that drive consumer choices far more than logic. A song can make a brand feel exciting or trustworthy, leading to stronger connections and higher profit growth for campaigns. Iconic brand sounds, like Intel’s “bong” or Netflix’s “ta-dum,” are instantly recognizable and processed faster than visuals. DRIVING BEHAVIOR The tempo of music directly impacts consumer behavior. Fast-paced music creates urgency and encourages impulse buys, while slower music makes people linger and spend more. The type of music can also affect perception; for example, classical scores can elevate a brand’s perceived value. JINGLES AND SONIC BRANDING Jingles are auditory logos that create lasting brand recall. They are simple, memorable, and become part of our cultural memory, living “rent-free” in our minds for decades. Looking ahead, sonic branding-creating a distinct audio identity-is the next frontier, with AI-powered tools allowing for personalised music that adapts to a consumer’s mood or profile. Ever found yourself humming a tune from a commercial days after you’ve seen it? That’s not coincidence. That’s strategy. Music is the fastest route to memory and emotion the brain knows. Neuroscientists call it “multimodal encoding”-pairing sound with sight dramatically improves recall because the hippocampus (memory) and amygdala (emotion) are activated together. In advertising, that means a soundtrack isn’t filler. It’s the difference between being noticed and being remembered. EMOTIONS DRIVE CONSUMER CHOICES People don’t buy on logic; they justify with it. They buy on emotion. A Texas A&M study found that viewers of a running shoe ad with emotional music showed stronger neural engagement than those who saw the same ad in silence. Binet & Field’s IPA analysis confirms it: emotional campaigns outperform rational ones by 2x on profit growth. The levers are predictable and powerful: FAST TEMPO – urgency, excitement (think Zara’s in-store playlists). SLOW TEMPO – calm, contemplation (think luxury watch films). MAJOR KEYS – optimism, energy (Coca-Cola’s “Open Happiness”). MINOR KEYS – introspection, poignancy (Apple’s “Think Different” campaign). Music doesn’t just accompany the message. It encodes the feeling you want customers to associate with your brand. NEED MORE THAN JUST ‘CREATIVE’? Get results with us → MUSIC AND BRAND RECALL A jingle is the cheapest annuity in marketing. Intel’s five-note “bong” has a 94% global recognition rate. McDonald’s “I’m Lovin’ It” is more remembered than many of its menu items. Mnemonic sounds are processed faster than visuals and can trigger brand recall within 400 milliseconds (University of Leicester). That’s why Netflix’s ” ta-dum” sound has become shorthand for anticipation. One second of audio, billions of Pavlovian responses. MUSIC DOESN’T JUST SHAPE MEMORY; IT DRIVES BEHAVIOUR BRAND PERCEPTION Classical scores in ads elevate perceived value. A study by North & Hargreaves found that playing French music in a wine store increased sales of French wines by up to 77%. That’s not taste, that’s sound. PURCHASE INTENT Fast beats fuel urgency. Research in Psychology & Marketing shows shoppers exposed to upbeat music make quicker decisions and spend more impulsively. No wonder fast-fashion brands blast high-tempo playlists. On the other hand research from the University of Bath shows that background music in advertising increases sales by 10% during weeks when it is played. Slow music makes shoppers linger, leading to more purchases. ATMOSPHERE Music lengthens dwell time. The University of Bath found that background music in retail boosted weekly sales by 10%. Slow music made shoppers linger; fast beats sped up restaurant table turnover. THE SCIENCE OF SOUND AND MEMORY Every beat is a lever. Smart brands pull them deliberately. The Mere Exposure Effect explains why repeated jingles create affinity: familiarity breeds liking. Couple that with dopamine spikes from music (shown in fMRI scans at McGill University), and you have a recipe for emotional branding that bypasses rational resistance. In other words sound gets under the skin in a way visuals alone can’t. Music in advertising isn’t ornamental. It is a strategy in stereo. It shapes how people feel, how they remember, and how they buy. Ignore it, and your ad is silent wallpaper. Use it well, and your brand lives rent-free in people’s heads for decades. Because sometimes, the most powerful brand message isn’t what’s said on screen, it’s what’s still playing in your customer’s mind long after the ad ends. THE LEGENDARY MUSIC-DRIVEN ADVERTISEMENTS APPLE’S IPOD “SILHOUETTES” CAMPAIGN Coloured backdrops. Dancing shadows. iPods glowing white. And crucially—music that defined an era. Apple didn’t just sell devices, it sold identity. Lesser-known artists featured in the campaign (e.g., Jet, Daft Punk) shot to global fame. Apple created cultural capital by making sound its marketing weapon. NIKE’S “KYRIE 3 IMPROV” ADVERTISEMENT Questlove on drums. Kyrie Irving on the court. Rhythm meeting motion. This wasn’t a shoe spot; it was a masterclass in synchronising sport with sound. The beat wasn’t background, it became Nike’s metaphor for spontaneity, energy, and striving for greatness. AIRTEL’S “HAR EK FRIEND ZAROORI HOTA HAI” Airtel didn’t buy attention, it bought cultural memory. Ram Sampath’s tune + Suraj Jagan’s vocals = friendship anthem for a generation. The brand became shorthand for connection, not telecom. Music transformed Airtel into a social identity. CADBURY DAIRY MILK’S “KUCH MEETHА HO JAYE” Shankar Mahadevan’s voice turned chocolate from a product into a ritual. The cricket-stadium dance remains etched into India’s advertising psyche. Sales rose because Cadbury shifted chocolate’s role: no longer kids’ candy, but a symbol of joy across life stages. TITAN’S TIMELESS SYMPHONY Few sounds in India rival Titan’s reinterpretation of Beethoven’s Symphony No. 25. Elegant, timeless, aspirational. The instrumental score became synonymous with class. Titan didn’t just advertise watches, it sonic-branded aspiration itself. NIRMA’S “SABKI PASAND NIRMA” Not glamorous, not luxury. But unforgettable. That jingle became India’s

Go Back CRAFTINGPRESENCE WITHFRAGRANCE ANDSTORYTELLING In beauty and personal care, brands often split into two camps: fantasy-driven fragrance stories or functional skincare demonstrations. Enchanteur, the French-inspired fragrance brand from Wipro Yardley, wanted to break this mould in the GCC, elevating a perfumed body lotion from “just a moisturiser” to a symbol of presence, elegance, and modern femininity. That’s where AHA stepped in: to create a campaign that could merge product performance with emotional resonance, and make Enchanteur stand apart in a crowded category. Injecting AHA into the Idea Our discovery process revealed the opportunity to tell a story that was both culturally attuned and emotionally layered: Fragrance Meets Function Perfume ads lean on romance; lotion ads on hydration. We found power in bridging the two, fragrance made wearable, daily. Climate Conscious Consumers in the Middle East prioritise products that are light, non-sticky, and suited to heat. A lotion that hydrates while perfuming became instantly relevant. Redefining Femininity Women are rarely shown as both graceful and resilient at once. We saw a chance to reflect this duality authentically. Presence as Metaphor True presence doesn’t shout. It’s quiet confidence that lingers, just like fragrance. This insight became the campaign’s creative anchor. Bringing the Idea to Life We built a campaign framework that wove these insights into a unified narrative: Fragrance as Presence Symbolized by a recurring motif—a delicate scarf that lingers like memory. Strength in Grace Contrasts came alive in settings from an elegant elevator moment to the intensity of an MMA studio. Skin That Performs Product shots emphasized the lotion’s light, hydrating, non-sticky formula—designed for GCC summers. Global Storytelling, Local Relevance Shot in Bangkok with a French director, Canadian AD, Thai DOP, and an Italian-Brazilian lead, yet crafted to land culturally during Eid in the Middle East. Luxury Made Accessible Cinematic storytelling blended seamlessly with clear product USPs to keep Enchanteur aspirational yet approachable. TAKING THE IDEATO THE CONSUMERS Technology A new formulation that is light, deeply hydrating, and positioned as an everyday fragrance that provides comfort. Visual & Identity Minimalist frames captured contrasts, delicacy, and intimacy, with a narrative thread centered around strength. Collaboration & Craft Casting involved over 40 women and MMA choreography to enhance authenticity. A global crew from five countries contributed to the film’s precision and artistry. Impact Launched during Eid across TV, OTT, cinema, digital, and outdoor platforms in the GCC, the campaign achieved broad reach and strong brand presence. Explore more Strategy Films Brand Identity Want to create brand presence that lingers? Get in touch

Go Back FROM STATEMENT TO SESSION: REFRAMING THE STOUT OCCASION IN EAST AFRICA A global stout brand wanted to increase its share in East Africa by raising average consumption by one additional unit per consumer, per occasion. The brief was simple but ambitious: drive incremental growth in a market where stout was respected for its heritage but rarely consumed beyond 1–2 units per sitting. Importantly, growth had to come without reformulation, discounting, or rebranding. DISCOVERY: WHAT WE FOUNDIN THE MARKET Our immersion across Nairobi, Kisumu, and Mombasa revealed critical dynamics shaping consumption: Category Dynamics Beer dominates alcohol consumption. Lagers hold the majority share as light, sociable “session drinks.” Stouts constitute only ~11–13% of beer volume, admired for richness but less repeatable in long sessions. Cultural Positioning Rooted in colonial-era drinking culture. Stout is associated with strength, maturity, and seriousness. These associations drive stout preference and perceptions of heaviness. Consumption Habits Average stout intake capped at 1–2 units (~500–1000 ml) per sitting. Compared to 3–5 units (1.5–2.5 liters) for lagers. Session Dynamics Weekdays: Shorter, functional sessions (~1.5–2 hours), often solo. Weekends: Longer sessions (3–4 hours), but stout displaced mid-consumption by lighter lagers. Food Pairings: Hearty accompaniments such as nyama choma, tilapia, and chips help manage satiety, cutting session short. Barriers to Growth From these insights, we identified four systemic barriers limiting incremental consumption: Share vs. Stature Stout was respected but under-consumed, contributing far less volume than lagers. Strength vs. Satiety Its richness created admiration but also capped intake early. Occasion Fragmentation Solo drinking and pooled rounds diluted the opportunity for repeat orders. Food as a Constraint Hearty accompaniments reinforced stout’s filling reputation. The implication: unlocking “one more” required redesigning the occasion, not changing the product. Intervention This gave us the spark to develop a stout-smart growth framework: Lighter Pairings We worked with bars to reposition menus, introducing snack-sized, shareable foods that complemented stout without accelerating satiety, extending the drinking window. The Split Challenge A group activation where tables solved puzzles to unlock an extra pitcher (or snack). This: Fostered camaraderie Drew solo drinkers into groups. Created a natural rhythm for “just one more.” Cultural Hook: Greatness Grant Recognising Nairobi’s rise as a startup hub and the region’s hustler culture, we launched a startup programme where people solving real problems for Africa could secure funding. This initiative tied the brand to ambition and resilience, aligning it with the energy of progress both inside and outside the bar. Execution Immersion-led design grounded interventions in lived behaviour. Experience engineering focused on food, pace, and group interaction, not forced consumption. Cultural alignment retained heritage while embedding the brand in Nairobi’s ambition-driven zeitgeist. Impact The 16-week pilot delivered measurable outcomes: +1.2 units average increase per head (from ~2 to ~3.2 units). Extended dwell times at outlets. Higher engagement, with solo drinkers absorbed into collective rituals. Perception shift: stout reframed from a “closing” drink to one that could carry the night. Cultural resonance: the startup programme celebrated the hustler spirit and strengthened the brand’s role as a catalyst for African progress. Explore more Strategy Films Brand Identity Want to make your brand unforgettable at the table? Get in touch

Normalising quiet time. Often unnoticed, mental health is a silent struggle that impacts a significant portion of the human population, particularly within a corporate environment. Stress plays a significant role in contributing to this problem. Failing to address this with utmost priority can lead to lasting and irreversible effects.   Go Back NORMALISINGQUIET TIME Often unnoticed, mental health is a silent struggle that impacts a significant portion of the human population, particularly within a corporate environment. Stress plays a significant role in contributing to this problem. Failing to address this with utmost priority can lead to lasting and irreversible effects. Corporations sometimes try to address these concerns by launching mental wellness programs that lack a solid framework, which is ineffective in the long run. These initiatives yield minimal results and substantially impact morale, productivity, health, family, and more. Stress is an enduring reality; there’s no escaping it, and no magic silver bullet can eliminate stress from this equation. But is this acceptable? How can we continue perpetuating this cycle of apathy? One-size-fits-all wellness programs cannot address issues unanimously. People are built differently, and their capability to deal with and manoeuvre through day-to-day stress differs. So, when issues are personal, why aren’t solutions personalised? Individuals’ quiet time preferences vary, and a solution that is bespoke and tailored to the needs of each person is essential. This realisation uncovered a significant gap, and Q Studio aimed to fill that space with a two-pronged approach. First, to foster a positive culture around mental well-being, helping individuals navigate workplace challenges and helping individuals be more resilient and confident. Second, to normalise breaks and stimulate more workplace discussions on stress and mental well-being. INJECTING AHA IN THE IDEAS While the intent was to bring about change, the question was how. While the space was already cluttered with multiple apps like meditation, yoga, and personal wellness, there wasn’t a single platform that bridged the gap between the online and offline worlds. Therefore, competing in the market with similar solutions wasn’t going to be effective. This led us to delve deeper and seek studies and research papers that could validate the idea and the need for it and lead us to the moment of truth. Discovery 1: Many people felt guilty about taking breaks. In the fast-paced professional environment, a prevailing culture often values constant productivity and perceives breaks as a hindrance to work. Individuals may fear being judged or viewed as less committed if they prioritise taking breaks for self-care or relaxation. We came across some astounding studies, of employees don’t feel encouraged to take a lunch break. employees said guilt is the reason they don’t take any breaks. people say they only occasionally, rarely, or never take breaks. Discovery 2: While it was widely accepted and even normalised for individuals to take breaks for smoking or caffeine consumption, there was a noticeable stigma or hesitation associated with taking breaks for mental well-being. Employees often felt reluctant to step away from their tasks to prioritise their mental health, fearing judgement or being perceived as less dedicated to their work. Discovery 3: The importance of taking pauses often eluded many working professionals who underestimated the profound impact of brief breaks on their overall well-being and productivity. In the relentless pursuit of meeting deadlines and achieving targets, individuals frequently neglected the significance of stepping back and allowing themselves moments of respite. Discovery 4: We discovered something called the Pomodoro Technique, a time management method that revolved around structured breaks. The technique was about taking a 5-minute break every 25 minutes; these intervals are known as “Pomodoros.” The approach acknowledged the human brain’s limited ability to maintain focus for extended periods. By incorporating regular breaks into the work routine, the Pomodoro Technique aimed to enhance productivity, reduce mental fatigue, and foster a sense of accomplishment. From all these discoveries, our winning idea emerged—microbreaks. This realisation made us understand that normalising breaks was essential to disrupt the stress cycle and foster a healthier environment. Consequently, it led to the creation of an environment centred around mindfulness. Hence, Q Studio was born – a phygital space crafted for individuals to take breaks, reflect, recharge, and #BeYourBestFriend. TAKING THE IDEA TO THE CONSUMERS VISUAL LANGUAGE and Identity: The logo featured the alphabet Q as a logotype, where the circle symbolised the workplace in which people work and thrive, and the protruding tail represented a space or a moment where one can pause and take short breaks to de-stress, recharge and be a better version of themselves. Q Studio’s visual language was meticulously crafted, drawing on the psychology of stress reduction through semiotics, fonts, designs and colours. Embracing a sense of calm, the usage of teal and purple was carefully integrated, creating a visual atmosphere that promotes relaxation and well-being. AppS: The app was designed with empathy and inclusivity in mind. We paid careful attention to colour psychology, deliberately selecting soothing tones. In particular, inclusivity for those who are colour-blind was given top priority during the design process. Each screen featured calm and positivity-inducing images and visuals, and every detail aimed at maintaining a calm ambience. Making usability frictionless and seamless. Communication: In our communication strategy, we embraced a monthly thematic approach tailored to connect with our audience profoundly. Each word, colour, and content piece underwent meticulous research and thoughtful consideration. The emphasis was not only on imparting information but also on captivating attention. By encouraging pauses and breaks, we cultivated a guilt-free zone, highlighting the significance of prioritising oneself. The core idea was to communicate a message that was not just educational and inspiring but also inherently interesting. This approach centres around effective communication, with supporting elements like colour and tone serving to enhance and reinforce the overarching concept. Explore more TAAP inito savia Want to give your brand a big break? Get in touch

Making orange evergreen. Originally founded by Henkel in the 1970s, Creme 21 was later acquired in 2003 by Antje J Willems Stickel, which was then acquired by Emami in 2019. AHA secured the global mandate for the brand, with an initial focus on making it appealing to Emirati and Arab women in the GCC region. Go Back MAKINGORANGEEVERGREEN Originally founded by Henkel in the 1970s, Creme 21 was later acquired in 2003 by Antje J Willems Stickel, which was then acquired by Emami in 2019. AHA secured the global mandate for the brand, with an initial focus on making it appealing to Emirati and Arab women in the GCC region. In a market where brands like Nivea, Jergens, St.Ives, and Vaseline had long dominated, Creme 21, with its no-frills vitamin-focused formulation, aimed to become the most preferred skincare brand in the market. Our goal was to make Orange the new rage. 2019 While consumers embraced the complexity of regimens in beauty and cosmetics, research uncovered a contrasting preference for a simpler, safer, and natural approach to skincare. This contradiction inspired our organising idea, a powerful concept that not only set the brand apart from competitors but also celebrated its 50-year legacy of German skincare expertise. INJECTING AHAIN THE IDEAS While creams and lotions serve the purpose of nourishment and moisturisation, women associate their benefits with beauty. Women aspire to display the radiance of their skin, considering glowing, healthy, and nourished skin as a testament to beauty. THUS “SIMPLICITY IS BEAUTIFUL” WAS BORN The beauty of Creme 21 lies in the simplicity of its vitamin-enriched formulation. The beauty of a woman lies in the simplicity of her radiant skin. TAKING THE IDEA TO THE CONSUMERS VISUAL LANGUAGE: VISUAL LANGUAGE: Given that the fundamental concept revolved around “simplicity,” we needed the visual language to align with it – a clean, simple, contemporary yet powerful appeal. FILM: FILM: To illustrate the power of the idea, we felt that a musical montage would be an ideal construct. This montage captured various phases of a woman’s life, spotlighting her fulfilment of simple yet significant milestones. These moments, including embracing self-love, coming of age, savouring womanhood, experiencing love, uniting with family, and other personal milestones, are reflected in the radiance of her skin. Creme 21 celebrates and stands as a companion in these moments, reinforcing her sense of beauty. The film’s magic is woven through its music, and at AHA, we hold the belief that where words may falter, music steps in to fill the void, embodying the sentiment that “Music is the shorthand of emotion.” We crafted the lyrics, composed the track, and brought in local artists from their regions to perform it. The song was created in English, Arabic, French, and Urdu, with a strategic focus on reaching audiences in Europe, the Middle East, Africa, and Pakistan. RESULT: RESULT: QUALITATIVE Brand track showed a steep rise in awareness and salience in the first phase of the campaign. QUANTITATIVE By the end of the 180-day campaign, the brand climbed up to the fifth position and attained a market share of 2.2%. 2021 Two years post its introduction in the Middle East, Creme 21 aimed to establish a stronger presence in the region’s largest market – Saudi Arabia. However, the hurdles were substantial. One significant challenge was connecting with the younger generation, who although stepping out of the shadows of the past, still grappled with the constraints of a conservative culture, limiting avenues for expressing their freedom. How could a brand known for its bold and disruptive identity make its presence felt in a country where voices struggled to be heard? The answer rested in positioning Creme 21 beyond a skincare brand— an enabler that nurtures confidence and resilience in women. A confident person who celebrates and cheers those who aim to live life on their own terms. INJECTING AHA IN THE IDEAS As women in Saudi Arabia progressively embrace their individuality and pursue their aspirations amidst the challenges they face, many struggle to find a broader platform for self-expression. Frequently, they experience isolation, with limited societal influencers supporting or catalysing the change they aim to bring about. Through this campaign, we aimed to add voice and velocity to this movement, honouring and celebrating the confidence and passion of women who radiate beauty through their accomplishments. Our goal was to take the lead in redefining beauty, shifting the focus from ‘Looking good’ to ‘Achieving big.’  That’s how ‘I am comfortable in my own skin’ was born. TAKING THE IDEA TO THE CONSUMERS VISUAL LANGUAGE:  VISUAL LANGUAGE: In our campaign visuals, vibrant and diverse women take centre stage, each exuding confidence and purpose. The imagery shifted away from conventional beauty standards, showcasing the strength and resilience that define true beauty. The campaign’s visual language communicates a powerful message: beauty lies in accomplishments, individuality, and the pursuit of one’s dreams. It’s a celebration of women breaking barriers and redefining societal expectations. FILM: FILM: While our initial intent was to produce one big film, our exploration into the culture led us to a fascinating discovery—the number 6. In Arabic culture, the number 6 holds deep symbolic significance, associated with balance, harmony, completeness, and perfection. Inspired by this cultural context, we crafted six films instead of one. Each film vividly portrayed the unique stories of six women and their unconventional journeys. Moving beyond the conventional societal roles of mother, daughter, wife, and sister on the one hand and the vanity of superficial beauty on the other, these women transcend as champions and contenders, embodying the essence of balance, harmony, completeness, and perfection. The recurring line, ‘It makes my skin soft and my determination stronger,’ served as a unifying thread across all six films, forging a powerful and deep connection throughout the series. RESULT: RESULT: QUALITATIVE Creme 21 was awarded the “ET Best Brand 2021” in personal care and is widely recognized as a power to reckon with. QUANTITATIVE Creme 21 climbed 2 spots to number 3 in overall market

Finding meaning in the chaos. In the midst of vibrant urban landscapes, where life paints a lively picture, an often-overlooked reality persists – the stark existence of slums. Defined by the United Nations Human Settlements Programme, slum households lack access to improved water, sanitation, security of tenure, and sufficient living areas. To address the profound challenges faced by underserved communities, exemplified by Salia Sahi, our organisation embarked on a transformative mission. Recognising the inherent potential within slums, we aimed to bring together the collective power of people, resources, and innovation. Go Back FINDINGMEANINGIN THECHAOS In the midst of vibrant urban landscapes, where life paints a lively picture, an often-overlooked reality persists – the stark existence of slums. Defined by the United Nations Human Settlements Programme, slum households lack access to improved water, sanitation, security of tenure, and sufficient living areas. To address the profound challenges faced by underserved communities, exemplified by Salia Sahi, our organisation embarked on a transformative mission. Recognising the inherent potential within slums, we aimed to bring together the collective power of people, resources, and innovation. At the core of our mission was the commitment to create self-sustaining slums, introducing order into apparent chaos. Understanding the challenges faced by slum dwellers and the power divide, our focus extended to empowering these communities. We aimed to bridge the gap, acknowledging that slum dwellers needed external support for transformation. The lack of necessary human and financial resources posed significant barriers to a clean break from their enduring challenges. AHA was brought in to shape the construct and architecture of the project, crafting the project’s identity and designing and developing a portal for seamless information dissemination and collaboration. INJECTING AHA IN THE IDEAS Slums exist in a legal gray area, often unrecognised, arising from encroachments. This complex reality is deeply intertwined with ‘humanity.’ Despite external efforts by governments and NGOs to enhance living conditions, the fundamental issue persists, and the system relies heavily on external aid, creating a perpetual state of uncertainty. While acknowledging that fundamental needs like water, sanitation, and education pose challenges in slums, the solution must organically emerge from within. Slums serve as hubs for various skill sets, such as carpentry, plumbing, and electrical work. Rethinking urbanisation requires embracing a new vision where slums are integral components of cities, evolving into Smart Slums. Often perceived as chaotic, these slums possess untapped potential to act as catalysts for inclusive growth. While there is inherent chaos in the system, we wanted to engineer reverse chaos. Reverse chaos, symbolising order emerging from chaos, hinges on an organisation’s balance between stability and change. Understanding this balance is key for sustainability, enabling an organisation to thrive amid complexity. The transformative journey from Smart Slums to Smarter Cities signifies a holistic approach to urbanisation, where every segment, regardless of its initial perception, plays a crucial role in shaping the cities of the future. This led us to our AHA moment – harness the intrinsic strength and skill set within the slum, rather than relying on external assistance. By harnessing the collective power of these skills, we can transform a slum into a ‘smart slum’. TAKING THE IDEA TO THE CONSUMERS Identity: The concept of self-similarity and self-sufficiency finds expression in fractals, where overlaps bring complexity but also form an intelligent pattern that ultimately resolves the chaos. This notion mirrors cultural elements, such as the Mandala which in Hindu mythology, represents prosperity in every house. The symbol is drawn in front of main doors and courtyards to welcome positivity and good vibes. In our quest for a meaningful essence, we chose the lotus petal as our symbol, representing purity and beauty thriving unexpectedly. Applying sacred geometry, the lotus petal transformed into a mandala—a circular design. The interwoven lotus petal fractals at the logo’s core symbolise chaos, while the overall shape radiates symmetry and geometric precision, portraying a sense of order emerging from chaos. Website: In response to the growing challenges posed by the exponential increase in slum populations since the 2011 Census, a visionary approach emerged – the need for ‘Smart Slums’ within the concept of ‘Smart Cities.’ Urbanist Sanjeev Sanyal, in 2014, advocated for integrating ‘Smart Slums’ into the urban landscape, envisioning a design that fosters social and financial mobility for the underprivileged. The website development embraced this vision, utilising a robust and user-friendly platform to ensure accessibility. The design incorporated seamless storytelling, leveraging creative elements to effectively convey the narrative of empowering slum communities. The website became a digital gateway, advocating for and supporting the integration of ‘Smart Slums’ as an integral component of urban development. Explore more xndm creme 21 FUTUREFLY Want to make your brand smarter? Get in touch