In conversation with Mr. Vishal Saini, Founder, Guerrillas– A Delhi-based Advertising Agency. In this interaction, he talks about the journey of agency, the world of advertising, and the importance of branding.
- What is the story behind the inception of Guerrillas?
The agency had its humble beginnings when its Founder- Mr. Vishal Saini, who hails from an engineering background, stepped forward to promote one of his friend’s printing businesses in the Delhi-NCR region. As a former Aerospace Engineer, having a penchant for finding simple solutions to complex problems came naturally to him. Needless to say, this trait helped him strategize his approach to perfection and execute it without a glitch.
If logic took him from A to B of engineering, it was imagination and his fascination with neat and clean designs that took him to new unchartered territories! The efficacy of advertising practices expanded his horizon as he witnessed how they empowered businesses with the right tool and message to reach the targeted audience, and improve their overall presence and perception.
This propelled him to venture deep into the advertising world.
One day while browsing through the internet, Vishal came across guerrilla warfare techniques. What piqued his interest was that when a handful of people with the right technique and understanding of the terrain put all their energies together, they can win over a valiant army. This inspired him to create an expert branding and advertising agency that visually leverages minimal elements for big-deep-great impact. Thus, Guerrillas was born.
- How has the journey of Guerrillas been so far?
The agency is steadily finding its foothold in the advertising and branding industry. With this, it intends to have a stable grip over its financial status. By next year it aims to form a team of 100 people by hiring fresh talents and at the same time onboard a few experts who can help it enhance its products and services. The prime mover’s overall aim is to upgrade the agency’s expertise and knowledge with the current trends and technology, acquire new stature in the industry, and make the best out of all opportunities.
- You guys create a brand identity. Tell us how important is branding for anyone, be it personal or organizational?
Branding is all about creating a perception. We are in the business of creating and defining this perception through the elements of well-crafted design and communication. Branding is more than just a necessity. It is how you thrive in a world of cut-throat competition. We have to understand that a brand is more than just the products it’s trying to sell. A good branding and marketing strategy involves a brand finding that right expression in which it wants to engage and forge a relationship with its audience.
- For our readers, give a brief about any of your favorite campaigns and what was special about it?
Hands down it has to be the one we did for YOVO.
YOVO is the world’s first interactive social platform. The brains behind the app drew their inspiration from the evolving trends of video content consumption. Very early during their conceptualization phase, they realized that the world is hurtling towards a new era of video consumption where passive entertainment is obsolete. During the initial beta testing, the app received rave reviews and from then on it was all launching it in the market. Guerrillas Advertising partnered with Yovo once the beta version was out. After a couple of workshops, a way forward was decided for the branding and positioning of the brand.
To understand the psychology of the TG and create a brand identity that reflects the true essence of the brand’s purpose. They just didn’t want to be one of the apps in the sea of apps. High brand recall value that resonates with the psychology of the target audience and expresses what the brand is all about were there prime expectations from Guerrillas Advertising.
We drew our insights from brands like Tik Tok, Instagram, Snapchat, which are a huge hit among Gen Z’s because of their positioning. Right from the color schemes to the tonality, everything is mapped out according to the perception of the target audience. During the initial phase of the branding, we zeroed upon the message the target audience would receive in the first five seconds. The research into the subject and genre helped us identify key elements to achieve just that in the stipulated time we had.
THE NAME – YOVO
According to Gestalt psychology, we often perceive things as a complete whole, even if the item is not finished. To sink into the mindsets of the TG, we needed a name that they would instantly connect with. We divided the process into four phases:
- Top of the mind
Each phase included an extensive brainstorming session, wherein names were derived to best suit the essence of the brand. The objective of the phases was to streamline the thought process in such a way that the final output reflects a unique and true-to-its-nature name. YOVO was shortlisted as the best name as it had a very colloquial and youth-driven connotation. The name is a combination of fun and the Hungarian word ‘Jovo’ which translates to the future.
When it comes to branding a quirky product that is intended for the youth, it becomes imperative that ‘what’s-in-it’ for the target audience is reflected very clearly. After in-depth research and interviews with some of the Tik Tok influencers, the team was able to map out an outline of the design communication.
The new design system drew its inspiration from the young and creative way of thinking about the future of video consumption.
Today’s generation communicates in emojis. Hence, for the logo, we decided to create our emoji that would reflect the way the youth thinks. Thus, through the systematic approach of processing information and deriving insights, the team ticked all the key principles of logo designing:
- High recall value
Orange was chosen as the primary color for the logo and purple as a secondary color. Our reason for choosing these color schemes was purely psychological. Orange represents energy and enthusiasm and purple is often associated with creativity and magic.
The catamaran was shortlisted as the primary font as it has a very relaxed, modern, and fun feel to it. Thus, in a way, the font represents the audience the product is directed towards in a cool and warm manner.
Thus, we were able to deliver an insight-driven brand identity which instantly resonated with YOVO’s ethos. The new design system allowed smart adaptation for a seamless transition across media systems. The emoji-driven logo design with the illustration of a frog face, which means “I am so happy this happened!” in a mischievous manner [ represented clearly through a wink ] and a star [ representing the potential of going viral ] created a high brand recall value with a clear distinction from other video sharing apps.
- How are Guerrillas making an impact on the landscape of Advertising and Branding?
Guerrillas are supported by a team of highly creative, enthusiastic, and hard-working bunch. Each member is fastidious, as attention to detail plays a major part in the ‘business of creating a better brand outlook’. To date, the agency has witnessed a positive advancement in terms of design, revenue, clients as well as geographical presence. The feedback towards its services has been great which facilitated its promotion in the industry. One of the key elements which empower us to make an impact in the landscape of advertising and branding is the way we optimize our resources, do our research by getting into the skin of the target audience, and come up with creative solutions that justify the presence of the brand in the market.