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Ericsson (Tana Bana India Microsite)


The Brief

Ericson, a world-leading telecommunications service provider, wished to communicate to its stakeholders how they bridged the gap between telecom companies and the everyday user.

Ericson wished to give its existing marketing campaign, TanaBana, a makeover so as to showcase the campaign’s objectives in a more comprehensive manner.


Our Approach

Translated literally, Tana Bana means the warp and the weft. The way the warp and the weft interlace with each other to create a beautiful fabric is called the weave.  Ericsson’s mobile broadband was the thread that weaved India’s people, business and society into one single network, bridging the gap between telecom companies and the real-world user.

Most B2B websites have one thing in common – large amounts of content that serve no purpose beyond confusing the visitor with walls of text and industry speak. Which is why, we decided to ditch the lengthy mission statements, company accomplishments, and “latest news", to focus on the story we had to tell.

We proposed a parallax design approach. Instead of making the user click through endless slideshows or read through large chunks of content, this strategic design allowed us to transform the Tana Bana story into an experience par excellence.


The Outcome

Through optimum use of technology and design, the Tana Bana Story was brought alive. Rather than a mere recitation of cold facts, we were able to convey precisely to network providers how Ericsson’s mobile broadband made a difference in the everyday lives of people.



  • 2013

    W3 Awards
  • Silver (Microsite: Telecommunications)

  • 2014

    Communicator Award
  • Gold Award of Excellence

  • 2014

    Abby Awards
  • Gold (Best Mobile Site)

  • Bronze (User Interface & Navigation)

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