Abbott Nutrition part of Abbott global was looking for a new brand launch partner for its leading Infant Formula Brand – Similac & Similac Advance. The brief was unique since the brand identity and packaging had to tie back to the global language but also “speak” to Indian consumers and HCPs. As part of this critical product launch Mindseye developed a complete launch plan and HCP engagement strategy and reimagined the packaging for instant recognition and ‘cutting through the clutter’ in a crowded Indian retail / pharmacy store.