sudarshanrchetlur - professional work profile

Suda

rsha

n Ra

mak

rishn

a Ch

etlur

[email protected]

CASE STUDIES

BRAND IDENTITY

CORPORATE COMMUNICATION

PACKAGING DESIGN

INTEGRATED CAMPAIGNS

CLIENT SPEAK

PORTFOLIOThe portfolio shows a fractionof the work done over the years.

CORPORATE BRANDING

Ranbaxy Laboratories Limited had been

marketing its products in a few

countries in Africa for quite sometime.

To expand its operations, they were

looking forward to building a corporate

image that could focus on their R&D,

initiatives and affordable medicines for

the people of Africa. The objective was

to impress the target with the

achievements and presence of Ranbaxy

world over. The idea was clear, we

developed a campaign split in 3 parts

that focused on each of these areas

individually and projected Ranbaxy

Laboratories as a company driven by

service to mankind. Steered by a

powerful positioning called ‘MEDICINE,

RESEARCH ...AND BEYOND.’, this went

on to become Ranbaxy’s positioning

statement all over Africa and other

parts of the world.

“SCDS has always been a result oriented agency. When it came to being creative, they were the best

for the job. It was not only because of their zeal, but, pharma advertising in total is a very challenging

assignment that everybody thinks is far away from conventional advertising. At Ranbaxy Africa desk,

SCDS was a name synonym to good concepts and quick execution. With SCD,S we created great

concepts which helped us achieve brand objectives. Sudarshan built SCDS with sheer commitment and

dedication. This guy has an element of crazy behavior similar to many other advertising guys that

always ensured a brilliant output.”

CLIENT VERDICT!

RANBAXY LABORATORIES LIMITED (CORPORATE, R&D AND INITIATIVES CAMPAIGNS)

BRAND IDENTITYEXERCISE THROUGH

CORPORATE COMMUNICATION

THE CAMPAIGN FOCUSED TO KOL’S, DOCTORS, AND THE MINISTRY

LASTED FOR 6 QUARTERS OF 3 MONTHS EACH WITH THREE ADS,ONE EACH HIGHLIGHTING ITS R&D PROWESS, AFFORDABLE MEDICINES

AND CORPORATE INITIATIVES & ACHIEVEMENTS.

- MARKETING MANAGER - Cardiovascular (BRILINTA & CRESTOR)

AstraZeneca Pharma India Limited

Grammar in the ‘Client Verdict’ sectionhas been altered with prior permissionfrom the respective clients.

Sudarshan Ramakrishna Chetlur - Work profile

Fresenius Kabi Oncology had just

acquired Dabur Pharma (oncology

division). The difficult task ahead was

to communicate the new company’s

ideals, work ethics and a strict ‘Code of

Work’ to the employees. We developed

a brilliant way to communicate this

work code and philosophy called

‘TEMPO’, by translating it into interior

signage design that transformed an

otherwise dry corporate office into a

visually dynamic environment with the

idea of a motivating, inspiring and

performance oriented work place.

CORPORATE BRANDING

FRESENIUS KABI ONCOLOGY LIMITED (CORPORATE PRINCIPLES AND INTERIOR BRANDING)

BRAND POSITIONING(INTERNAL) THROUGH

WORK CULTUREENHANCEMENT PROGRAM

THE EXERCISE INVOLVED COVERING OVER 6000 SQFT OF IDENTIFIED

LOCATIONS WITHIN THE OFFICE WITH PRINTED SIGNAGE.THE COMMUNICATION WAS ARTICULATED AS PER SPECIFIC WORK

PROFILES OF EACH DEPARTMENT IN THE OFFICE.

“Sudarshan is a very talented, creative and dedicated designer. He is a down to earth good human

being, skillfully seasoned professional with amazing attention to details and understanding of a

creative brief. Sky is not the limit for Sudarshan when we talk about creating something unique that

touches life and conveys the message rightly. He is very good at conveying the message

strategically in a touching way with sophistication. Each color of his canvas speaks about his unique

visual style, excellent copy and magical graphics. I am sure his undying passion towards creativity

will take him to greater heights.”

- Head Internal Communications

-Michelin, IndiaCLIENT VERDICT!



PRODUCT BR. IDENTITY

FRESENIUS KABI ONCOLOGY LIMITED (KABIGEF BRANDING & LAUNCH)

BRAND IDENTITY &POSITIONING EXERCISE

THROUGH DIRECTMAIL CAMPAIGNS

Fresenius Kabi Oncology launched its

first product after acquiring Dabur

Pharma (oncology division) in the

oncology space. The objective was to

carve a space for this GEFITINIB

molecule in an already flooded market

amidst leaders like Natco and Iressa. A

creative strategy based on patient

psychology and bonding with their

peers to live longer was developed

targeting the doctors. The brand

promise ‘LETS WALK TOGETHER...’,

was positioned as friendship till the end

where a friend never leaves the side of

another come what may. Meticulous

execution, dynamic colors and a

strategically timed creative

communication resulted in achieving

double the sales projection in the

launch year of the product. BRAND PROMOTION CAMPAIGNS WERE DEVELOPED THROUGH

DIRECT MAILING EXERCISE THAT LASTED FOR AN ENTIRE YEAR.TIMELY REMINDERS AND A FRIENDSHIP CAMPAIGN THAT STARTED

ON WORLD FRIENDSHIP DAY CONCRETED ITS POSITION IN

THE TARGET GROUP.

CLIENT VERDICT!

“We had to write a script for our ASCO conference and I was not at all getting satisfied with the

copies I received from various agencies. At the eleventh hour, an agency named SCDS came up with

a brilliant theme and script and saved the day. We were all impressed with their work. What

happened later was a professional relationship with them that harvested success after success. This

lead to a lot of creative campaigns (Mission Everest, Nanoxel, Kabigef Launch, Annual Calendar etc.)

for our company. SCDS displayed creativity, professionalism, timeliness, superb designing skills and

creative brand support. Above and beyond, they brought in fresh energy to our team. With time,

Sudarshan and I became great friends. He introduced me to his music, art and his various

multifaceted talents. Even though I have left the company and city now, I always look forward to

working with him and SCDS.”

BRAND IDENTITY &POSITIONING EXERCISE

THROUGH DIRECTMAILING CAMPAIGNS

- CHIEF BUSINESS MANAGER - Nephrology - Biocon



The world’s leading diagnostics

company was here with a roster of

over 4,000 products. To break an

already existing trend of laboratory

testing as followed by the common

man in India was a huge challenge as

the target was impressed by local

players who were existing for decades.

To break through this mind-set was a

steep climb. Together we came out

with the winning strategy of earning

respect by tapping on world events

and celebration days. The idea was to

make the target conscious of health

issues, a task neglected by the local

competition. Beginning with the World

Heart Day, an important issue was

raised highlighting the services offered.

The campaign struck the right chord

with people and resulted in a huge

footfall boosting the company’s image

in the right perspective.

THE EXERCISE LASTED FOR ABOUT 10 DAYS IN TOTAL THAT

INCLUDED ADVERTISEMENT RELEASES IN POPULAR NATIONAL

DAILIES ALONG WITH POSITIONING IN LOCAL PHARMACIES,THE DOCTOR’S CLINIC AND HOSPITALS USING VARIOUS

DESIGN COLLATERALS.

MARKETING CAMPAIGNS

QUEST DIAGNOSTICS INDIA (WORLD HEART DAY CAMPAIGN)

BRAND POSITIONING& PROMOTION THROUGH ADVERTISING CAMPAIGNS& COLLATERAL DESIGNS

CLIENT VERDICT!- DIRECTOR SALES AND PRODUCT MANAGEMENT

- Quest Diagnostics India

“SCDS has been a great resource for us from a end-to-end communications standpoint. Through some

of the campaigns that we worked together, they have been able to bring out the essence of

Quest Diagnostics as a brand, in a manner that was creative and differentiated from the category.

Through innovative use of colours and design elements, lucidly written copy and interesting

communication themes SCDS has helped us translate difficult scientific topics, like Cardiovascular

testing, into clearly understood customer benefits. Working within strict brand guidelines and sometimes

strict timelines, they have helped us put together impressive brand campaigns, with significant top line

impact, while retaining their creative flair and independence.”



CAPITALSTORY

VISUALIDENTITY


CORPORATECOMMUNICATION


PACKAGINGDESIGN


INTEGRATEDCAMPAIGNS


“SCDS has been attentive to our promotion &brand building needs, prompt in responding to any questions we may have, and efficient in meeting our timelines. The “SCDS creative energy”, has successfully put together great ideas for many promotional films that we envisioned.

I am very pleased with their work. I found SCDS devising effective marketing approaches for our brands. The entire SCDS staff is very easy to work with, and they are always available to answer any questions any time we had as projects unfolded. Their branding is 'EVERYTHING IS POSSIBLE', to which, they stand 100% true.”

- SENIOR MANAGER MARKETING,Ranbaxy Labortories Limited,

SCDS brought in the element of 'LIFE' to our brands. The best part is their enthusiasm that is always on its maximum. SCDS also possesses the rare ability to listen well and listen 'CORRECT' and put their clients' needs into action.

“His top qualities are being able to give great results each time, a true professional with high integrity, and his capacity to be creative always.

He made pharma so exciting that one can only imagine the wonders he could create with a liquor brand!”

During my tenure at Ranbaxy, I have seen Sudarshan bringing to his work immense creativity and a desire to constantly learn and innovate. It was a pleasure to work with Sudarshan and his zest for churning out great creative output is commendable.

- CATEGORY HEAD - NEW PRODUCT DEVELOPMENT,Allied Blenders and Distillers Pvt. Ltd,

India

“During my tenure as Director HR for Europe, CIS, Africa and Latin America, I have had the opportunity to work with Sudarshan on a number of projects from 2000 to 2006. We worked together for my leadership, performance and communication based training films for which he developed numerous films and other creatives.

I have also been impressed by Sudarshan's creativity and listening skills. I have the utmost level of respect for Sudarshan professionally and personally and I highly recommend him.”

- DIRECTOR HR - CTACentre for Agricultural and Rural Cooperation,

Netherlands

Sudarshan is a uniquely skilled and experienced professional who delivers value time and again and among the best I have met. Sudarshan has strong understanding of business issues and is very efficient and effective in his work.

“Sudarshan’s creative agency SCDS Global was a major reason for our marketing and communication success in international markets in the 3 years that I was associated with him. They were responsible for some outstanding brand campaigns for our OTC, anti-infective and multivitamin brands in Africa.

Above all, I believe - Sudarshan is in his element working on a tight brief where he can translate ideas into practical design. He has on many occasions come up with unmatched creative in varied forms, be it graphic, story, AV or music, I strongly recommend Sudarshan and his creative company to all wanting to show case their work in the marketing and advertising world” .

- MANAGER MARKETING - VACCINES,MSD (Merck Shop and Dome) Pharmaceuticals,

India

CLIENTSPEAK

Grammar in the ‘Client Speak’ section has been altered with prior permission from the respective clients.


YES

!IT

ISSudarshan

RamakrishnaChetlur SPUN IN THE FABRIC

I am in debt of my teacher, guide and well wisher M.R. RENJAN, whom I fondly address as RENJAN SIR, for

inspiring and mentoring me.

In over 23 years of student and professional experience, my association with different domains has infused an understanding of the mass in a holistic

way. And working with world-class management professionals infused an understanding of business issues and customer benefits.

The attraction to visual and performing arts has seeded a way of the art of communication through various expressions. The creative process, language, character,

sensorial perception and, above all, attraction to PEOPLE AND THEIR LIFE has helped transform knowledge into communication sense. The living world is my perfect example.

While being a 'CREATIVE' person is the basic building block of my being; developing branding strategies for business profitability with focus on human experience comes naturally. I look at a Brand as a form of 'LIFE'. It is an experience / perception; it’s a reflection of a memory transcending time.

There's so much more waiting to be explored and understood, and, the thirst to learn, lead and perform. There's also a marvelous range of experience to share. Therefore I seek new frontiers.

My biggest inspiration is the 'Miracle of Life' itself. There are a number of ways that keep this process alive in me. Painting, Story Writing, Song Writing, Music and Reading are my work away from work! Watching cinema made on real life events and biographies is my capsule for inward strength!

And apart from all of that, the love of my beautiful pit bull just melts me over and over again... .

EVER

YTHIN

G IS P

OSSIBLE

!

Residence / Studio Address:D-40, Vipul World,Sector-48, Sohna RoadGurgaon 122 001Haryana State, INDIA

[email protected]

sudarshanrchetlur - professional work profile

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