//MICA competition held in 2011: our entry for superhero for an FMCG product with characteristics and image. We really should have won!//
Team Name: DynaMix
Team Participants Details:
|
Name
|
Shruti Tamrakar
|
Rohan Shah
|
|
Institute
|
Great Lakes Institute of Management,
Chennai
|
Great Lakes Institute of Management,
Chennai
|
|
Program
|
PGPM 2011
|
PGPM 2011
|
|
Email
address
|
||
|
Telephone number (with city code)
|
918939965556
|
9176612557
|
Dyna Tai: Super Womanà
SuperHero
name: Dyna Tai
Real
Name: Lata Katmarkar
Name
of Detergent: DynaMagic
Background story
Not too long ago,
Lata Katmarkar was a simple Marathi maid in the mid 30s, residing near the
slums of Mumbai.
Like countless
others she was also suffering from domestic abuse and violence.
One day in a
drunken state her husband beat her black and blue and dumped her body in a
nearby detergent/chemical factory inside a bunker full of dark liquid that he
mistakes for water. The bunker actually turned out to be a chemical fission
reactor that was used to separate solid compounds for making detergents. Next
morning Lata woke up with the special powers of the detergent and thus Dyna Tai
was born.
Cut to present
times, she is a full time saviour. Lata Katmarkar spends her day rescuing
working wives from daily chores by working as their maid and in the night as
Dyna Tai she protects the unarmed, vulnerable women from the roadside hooligans,
drunken husbands and abusive in-laws.
Over the years the
stories of her bravery and vigilante justice grew and so did her popularity
with the common public. As she gained celebrity status in the country, many
brands tried to associate themselves with her to gain advantage of leveraging
her super powers with their brand’s power. But Dyna Tai never endorsed anyone
or any product with the exception of course, the one brand of detergent that was
her namesake and creator: DynaMagic.
The market share
of DynaMagic grew by double ever since she became the face of the brand which
was phenomenal considering the slow growth and saturation of FMCG sector market.
Key characteristics
Dyna Tai, even
before she became the unintended social protagonist, had a tendency to keep
everything spick and span. She takes pride in her work and thinks of herself as
an ultimate cleanser that cleans the society as well as clothes.
She has a soft
corner for house wives, because of her own past and is a firm believer in women
empowerment. This is why she advocates the use of DynaMagic detergent as it gives
freedom to the housewives by ensuring a quick, clean wash saving their time and
effort.
Despite the
personal hell that she has gone through or maybe because of it, Dyna Tai is an
empathetic and gullible person.
Super powers
Dyna Tai a name
resembling someone dynamic and “Tai” meaning an elder sister in the local
language of Mumbai, has the super human qualities of being able to tackle any
forces that are against her or against being human.
During the day,
when she is just another maid, she goes house to house to do her regular work
and observes any instance of robbery, eve-teasing, injustice or violence
against women, children, and men and tries to clean up the mess by changing
into Dyna Tai- her night time avatar. Dyna Tai has the super powers of being an
angel and messiah to the sufferers of evil by using her special powers like-
·
Quick healing
·
lightning speed
·
photographic memory
·
strong intuition based senses for
detecting dangerous and hostile situations
·
generating air and water cyclones anywhere
·
Can dissolve in water and travel to
other places
·
She has traces of Alum in her and
therefore has powers that can be traced to its unique properties such as:
o
being flame retardant,
o
a chemical flocculant ,
o
Cosmetic (nice smelling) powers.
Her special move
to counter extreme situations has got to do with creating a cyclone that can
swipe and challenge close to hundred people at a time. She creates this cyclone
on her own with a combination of wind, water and DynaMagic detergent particles
that have become a part of her DNA. This can travel at heavy speeds and carry
whatever comes on its way.
Costume
She is a
traditional Indian woman who wears the Sari but with a twist. Her special Marathi
Sari worn in a divided manner gives her the flexibility to move around quickly
and without any concern. Her sari is tightly wrapped and made from a mix of spandex
and poly-lycra that ensures that she can get out of tightest of situation.
Also, because of the DynaMagic particles the sari is dirt repellent.
It is extremely
popular amongst the people as a symbol of Dyna tai. Also the costume has many
variants that have now started to sell as fashionable dresses.
Social and Personal Issues that Dyna Tai Handles with her super powers:
Since Dyna Tai
was herself a part of an abusive relationship, she knows only too well what
other women in similar condition go through. Therefore whenever she sees a
woman in trouble she uses her cyclonic powers and creates an instant cyclone
and engulfs the person who is committing an evil act. The person is suffocated
due to lack of oxygen inside the cyclone and faints. This is when she leaves the
person in front of a police station and disappears before the paparazzi come.
As mentioned
before she has some properties of Alum in her, one of them being a chemical
flocculant. She has the ability to clarify waste water by allowing dirt
particles to stick together which she then removes by generating her trademark
cyclone.
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