JWT Planning, Mumbai, Shaziya Khan’s paper on Unlocking Naturals - a point of view on the under-exploited potential of “natural” products - won an Atticus Certificate of Merit this year. She argues that natural products may have been discovered in the past, but natural brands can be new age, bright and potentially iconic if taken out of the dark. Deeply embedded meanings and associations of naturals could be an incredibly appealing new age choice that encompasses life choices, design philosophies and spirited individualism, giving a powerful resonance to what ‘being natural’ really is.
Read the article which first appeared in BusinessWorld here,
http://www.businessworldindia.com/Aug0706/indepth01.asp
Or the Admap version here,
http://www.warc.com/ArticleCenter/Default.asp?CType=A&AID=WORDSEARCH84608&Tab=A
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