Magicrete offered AAC blocks. The brief was to market these. The product was to be marketed in the rural town of Haldwani among people with low literacy. Thus we decided to keep our communications simple and easy to remember. People have a tendency to remember art forms easier than descriptive words. Thus our communication was simple poetic taglines. These could be easily remembered and thus easily marketed. For putty plus, we worked on their brand identity. The communication for the target audience had to be simple for them to easily remember.