Godfrey Phillips is an old-world tobacco company. They manufacture and market Philip Morris brands like Marlboro in India. They were going through a rather trying internal crisis - lack of communication, mistrust and low morale.
Working together with their HR department, we developed four key areas - which we called 'culture pillars' and branded them the ABCD's of the company. It was corporate propaganda but our design brief was to turn these into a fun internal branding exercise which we could then spin off into memorable merchandise and activities. To do this, we used an art form inspired by street painters who paint on trucks in India.