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The Power of Scent

We usually use scents (perfumes) to feel fresh, confident, smell good and to attract the opposite sex (well, same sex in some cases). But scents can have uses beyond our imagination. Here’s one brilliant way, designers at Rodd Design and The Olfactory Experience have used the power of scent.

They’ve created a product called Ode. Ode is a product that releases authentic, high-quality food aromas at particular times in the day to help stimulate appetite and rekindle an interest in eating – discreetly and unobtrusively.

Ode has been created as part of Design Council and Department of Health’s design challenge program ‘Living well with Dementia’. It’s a project to find new solutions for the people of UK that have been diagnosed with dementia. Dementia is a decline of mental abilities such as thinking, reasoning and memory. Dementia usually occurs in older age. It is serious enough to diminish everyday functions in a person’s life such as driving, everyday duties like personal hygiene, dressing, and feeding.

Weight loss is common to most people with late-stage dementia and can be an early indicator of the condition’s onset. Ode is a discreet system that is less stigmatizing and more inspiring than an alarm or constant reminders to eat. Initial research suggests it can stimulate real hunger subliminally.

Fragrances are released in short sharp bursts, acting as a strong appetite trigger and then dissipating rapidly so users won’t become inured to the effect. A subtle light indicates the device is working and also communicates when fragrances need refilling.

Ode is a beautiful and subliminal way of changing behaviour. It can have implications much beyond the application of stimulating hunger amongst people with dementia. It can be used by hospitals to stimulate appetite amongst various kinds of patients or by spas to improve relaxation or by offices to promote alertness. The possibilities are endless. What applications come to your mind?

Illustration by Mayur Tekchandaney

Goddess of magic can save you fuelRemember being told by a kid in an ad sometime back, to switch our cars off at signals, because saving fuel meant saving money? If you didn’t, crores of tax payers money (in India), in the form of TV, radio, outdoor advertising went down the drain. Ok, so you are one of the few who do recall this message. Have you changed your behaviour? Do you now switch off your car at traffic signals? Does your driver do it? Have you asked your driver to do it? Ever?

Most of us don’t. It’s too much effort. You would first need to switch the AC off and then turn the ignition switch off, to turn the engine off. And when the signal turns green, you gotta turn the ignition key on, get frantically honked at (we’re talking India remember), change the gear from neutral to first, get frantically honked at again, put the hand brake down, and finally get moving. Oh yes, turn the AC on again. Even if you are highly eco-conscious or highly stingy, it’s still too much effort.

Here comes the Goddess of Magic. Isis, the Greek Goddess of Magic, is the inspiration behind the name of an innovative automobile product called, the same in capital letters – ISIS – Intelligent Stop Immediate Start!

Intelligent Stop Immediate Start (ISIS) is a device, which if fitted inside your car, can save you anywhere between Rs. 500 – Rs. 2,500 for every Rs. 10,000 you spend on fuel. The way it works is that when your car comes to a halt at a traffic signal or while in stop-and-go traffic, and you put the car in neutral, ISIS switches the engine off automatically. To start the engine back, you simply have to press the clutch. No additional effort required. Solutions made keeping in mind that humans are built lazy, work well.

What about the AC you must be wondering. ISIS comes with a built-in sensor, which detects even a minor drop in cabin temperature. If ISIS detects a drop in temperature beyond what is set by the driver, it restarts the engine automatically. As per tests conducted, the cabin temperature remains constant for about 1-2 minutes when the engine is switched off. Most signals restart, within 60 seconds in any case. And if you wish to start the engine/AC at any time, you simply need to press the clutch and the engine with the AC starts again.

One more benefit of the Goddess of Magic, besides saving fuel and money – the reduction in particulate matter, hydrocarbons, nitrogen oxides, carbon monoxide, sulfur dioxide, carbon dioxide – the stuff that’s weakening our lungs.

ISIS has been developed by Indent – Dhruv Chaudhry’s company. Indent is an auto research and development company, which focuses on creating innovative auto products that, benefit the environment and improve safety. To know more about ISIS click here.

Our advice to the PCRA (Petroleum Conservation Research Association) and Mr. S. Jaipal Reddy, (Union Minister of Petroleum & Natural Gas, India) – instead of spending crores on building awareness for saving fuel via advertising, change actual behaviour by promoting products like ISIS and help India save trillions worth of fuel.

Illustration by Mayur Tekchandaney

The way you make me move

 

This is a story from my days at Lowe Lintas. We were invited to make a communication pitch for Reliance Fresh. So I flew the next day to Hyderabad to Reliance Fresh’s first retail outlet at Banjara Hills. The newly opened swanky 3,500 sq. ft. store was a wide store with two openings – one for entry and the other for exit. But the entry to the store was on the right hand side and the exit on the left hand side. Which meant that people had to move inside the store in an anti-clockwise direction. What I saw inside the store was chaos. Not the kind we see everyday in the vegetable markets in Mumbai. It was different. There were mostly women in the store at that point in time. And they were walking around like zombies. Something had gone terribly wrong, but none had figured what was going on. Women kept going back and forth as if they had forgotten that the only way was to move forward. But I don’t blame the women, well at least not this time.

If you stay in India, I’m sure you’ve visualized what had gone wrong. Because we in India drive on the left hand side of the road, we write from left to right, we have gotten used to the habit of moving from the left to the right. As far as the store was concerned, the same principle applied too – enter, move in a clockwise direction from left to right. But it wasn’t the case for the American consultant who designed the store for Reliance Fresh!

Illustration by Mayur Tekchandaney

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