Concept & Design

After discussions with the Chairman, Managing Director and various business heads, it was clear that the message that had to be conveyed to the shareholders was that Lupin's quantum leaps in investments made today would yield a better future. This led to the theme being finalized as “investing for growth”. Our efforts were not just show the much overused sapling, so, we used the evolving molecular structure of one of Lupin's newest breakthrough products “Ceftriaxone” as a vehicle to graphically represent growth. The molecule was shown from its basic structure to its fully engineered form signifying growth and at the same time representing the fruits of investing into R&D.

After discussions with the Chairman another key aspect to be brought forward was that the Company was being steered by very capable people at its helm. It was decided to present this world class team that the Chairman had put together to fulfil his vision of becoming a transnational pharmaceutical company. An extensive photoshoot was commissioned to capture the spirit of this team. A specification was prepared for the photography so that the sentiment that needed to be captured across the board was that of a confident and happy team. The entire senior management team was introduced along with a caption talking about their focus areas within the Company.

The overall structure of the annual report was defined keeping in mind to make it a very reader friendly annual report. For instance the Financial and Business highlights were presented in the first few pages itself so that the reader would not have to hunt for the key information and would also be informed about the company in a nutshell. A five year summary of the Balance Sheet and the Profit & Loss Account also helped inform the readers of the Company's performance.

The general look decided for the annual report was the minimalistic approach where a proper balance of white space and bright colours were used. The financials were also formatted in a simple and legible fashion making it reader friendly.

Another photoshoot helped the annual report in becoming rich in visuals and photographs showcasing the world class facilities and products of Lupin.

A separate spread was dedicated towards the Corporate Social Initiatives undertaken by Lupin. Its unique way to serving the society led them to being awarded the Business World FICCI-SEDF Top Corporate Social Responsibility Award 2003.

Research & Copywriting

The Chairman and Managing Directors statements were drafted after conducting extensive interviews to capture their views on the Company's performance, vision and future plans.

The most important point while writing an MDA is that it should reflect the thoughts of the management and not our own view of the business. The basic steps undertaken to author the Management Discussion and Analysis were as follows :

Understanding the clients business:
The first step was to understand the clients business and the Pharma sector which was done by conducting secondary data research. The second step was a series of interviews to meet various business heads of the Company with targeted questions which gave us the insight of the management and their thoughts.

Getting ready to write the MDA:
The third step was to prepare a rough draft of the MDA and chart out all the elements required to complete the MDA. The fourth step was to do a proper data collection with specific segments of the MDA in mind. This is a laborious process involving proper data authentication and source referencing. The fifth step entailed transcribing the interviews which were recorded.

Writing the MDA:
Once the meeting and the data gathering required for the various parts of the MDA were secured, a thorough analysis with respect to the industry was conducted. When all the five steps were completed systematically, the actual writing of the MDA started and drafts were prepared section by section. After going through several rounds of inputs and suggestions from the Management, we were able to put together a compelling MDA reflecting the views and analysis of the management in a logical manner for the shareholders.

Conclusion

Our team along with the client spent several days at the offset printer's facility to ensure an accurate and high quality conversion from digital media to offset printing.

The main objective of this annual report was to communicate to its readers that Lupin had made significant amounts of investments in various areas and are poised to meet the challenges in the fast growing pharma sector. Our ability to deliver this management's sentiments through a world class design and an extensive research process was extremely gratifying. This would not have been possible without the enduring support of the team at Lupin that was vigilant and highly interactive.

Simi Saha
Creative Director