STORYTELLING 

 Challenge and Selection 

 Storytelling is a tool I have used long before coming across the design thinking course . I 've worked with   students and MBA aspirants to guide them on how to craft stories for their MBA applications and   interviews . I have also worked on projects for various companies to suggest how to craft stories for their   brands . This has given me a holistic view of storytelling and the impact it can create on a brand and an   individual . Today I will discuss one of the projects that I worked on , which required me to craft a solution   for a surface cleaner which was n't selling well in southern part of India 

 Application 

 Many people believe that a story should be emotionally compelling . While bringing emotions in a story is   very important , however , people forget that without any substance , no story , however good can sustain   for long . ITC Limited , a top FMCG firm in India presented a challenge in which I had to suggest ways to   increase market share for its Nimyle surface disinfectant . Nimyle is a one of its kind natural surface cleaner   made from the extracts of Neem tree ( Azadirachta indica ) leaves . Nimyle had been selling well in eastern   part of India , and ITC launched it in south India hoping it would see similar success there . However , that   did n’t happen . After analysing their current messaging and video advertisements , I realized ITC was   focusing completely on the emotional angle of using Nimyle . Its packaging also was not very visually   appealing . After taking in - depth interviews of few people and floating a survey , I realized that Nimyle   could do very well by taking a rational approach to the story being communicated , which would   complement the emotional side well . The survey also reflected how poor the image of packaging was in   eyes of customer , which again lowered the brand salience of Nimyle in market . 

 Insight and Approach 

 The idea was judged by a panel of experts from ITC . I was awarded for the recommendations that I had   put in . The changes suggested to the company is being evaluated by the brands team and will likely reflect   in their future offerings . 

 Thanks to the design thinking course , I can focus on a structured approach for crafting the story and reflect   on the ideas generated . It has definitely helped someone like me who is a marketer to be more creative   than ever . 


EMAIL: 
ID_NUM: 
NAME_STUDENT: 
PHONE_NUM: 
STREET_ADDRESS: 
URL_PERSONAL: 
USERNAME: 

### Task: You are a PII (Personal Identity Information) Detection. Given a essays written by students, you have to identify ONLY the following:
NAME_STUDENT - The full or partial name of a student that is not necessarily the author of the essay. This excludes instructors, authors, and other person names.
EMAIL - A student’s email address.
USERNAME - A student's username on any platform.
ID_NUM - A number or sequence of characters that could be used to identify a student, such as a student ID or a social security number.
PHONE_NUM - A phone number associated with a student.
URL_PERSONAL - A URL that might be used to identify a student.
STREET_ADDRESS - A full or partial street address that is associated with the student, such as their home address.
### Input: STORYTELLING 

 Challenge and Selection 

 Storytelling is a tool I have used long before coming across the design thinking course . I 've worked with   students and MBA aspirants to guide them on how to craft stories for their MBA applications and   interviews . I have also worked on projects for various companies to suggest how to craft stories for their   brands . This has given me a holistic view of storytelling and the impact it can create on a brand and an   individual . Today I will discuss one of the projects that I worked on , which required me to craft a solution   for a surface cleaner which was n't selling well in southern part of India 

 Application 

 Many people believe that a story should be emotionally compelling . While bringing emotions in a story is   very important , however , people forget that without any substance , no story , however good can sustain   for long . ITC Limited , a top FMCG firm in India presented a challenge in which I had to suggest ways to   increase market share for its Nimyle surface disinfectant . Nimyle is a one of its kind natural surface cleaner   made from the extracts of Neem tree ( Azadirachta indica ) leaves . Nimyle had been selling well in eastern   part of India , and ITC launched it in south India hoping it would see similar success there . However , that   did n’t happen . After analysing their current messaging and video advertisements , I realized ITC was   focusing completely on the emotional angle of using Nimyle . Its packaging also was not very visually   appealing . After taking in - depth interviews of few people and floating a survey , I realized that Nimyle   could do very well by taking a rational approach to the story being communicated , which would   complement the emotional side well . The survey also reflected how poor the image of packaging was in   eyes of customer , which again lowered the brand salience of Nimyle in market . 

 Insight and Approach 

 The idea was judged by a panel of experts from ITC . I was awarded for the recommendations that I had   put in . The changes suggested to the company is being evaluated by the brands team and will likely reflect   in their future offerings . 

 Thanks to the design thinking course , I can focus on a structured approach for crafting the story and reflect   on the ideas generated . It has definitely helped someone like me who is a marketer to be more creative   than ever .
### Output: 