1. Sudarshan
Ram
akrishna
Chetlur
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2. CASE STUDIES
BRAND IDENTITY
CORPORATE COMMUNICATION
PACKAGING DESIGN
INTEGRATED CAMPAIGNS
CLIENT SPEAK
PORTFOLIO
The portfolio shows a fraction
of the work done over the years.

3. CORPORATE BRANDING
Ranbaxy Laboratories Limited had been
marketing its products in a few
countries in Africa for quite sometime.
To expand its operations, they were
looking forward to building a corporate
image that could focus on their R&D,
initiatives and affordable medicines for
the people of Africa. The objective was
to impress the target with the
achievements and presence of Ranbaxy
world over. The idea was clear, we
developed a campaign split in 3 parts
that focused on each of these areas
individually and projected Ranbaxy
Laboratories as a company driven by
service to mankind. Steered by a
powerful positioning called ‘MEDICINE,
RESEARCH ...AND BEYOND.’, this went
on to become Ranbaxy’s positioning
statement all over Africa and other
parts of the world.
“SCDS has always been a result oriented agency. When it came to being creative, they were the best
for the job. It was not only because of their zeal, but, pharma advertising in total is a very challenging
assignment that everybody thinks is far away from conventional advertising. At Ranbaxy Africa desk,
SCDS was a name synonym to good concepts and quick execution. With SCD,S we created great
concepts which helped us achieve brand objectives. Sudarshan built SCDS with sheer commitment and
dedication. This guy has an element of crazy behavior similar to many other advertising guys that
always ensured a brilliant output.”
CLIENT VERDICT!
RANBAXY LABORATORIES LIMITED (CORPORATE, R&D AND INITIATIVES CAMPAIGNS)
BRAND IDENTITY
EXERCISE THROUGH
CORPORATE COMMUNICATION
THE CAMPAIGN FOCUSED TO KOL’S, DOCTORS, AND THE MINISTRY
LASTED FOR 6 QUARTERS OF 3 MONTHS EACH WITH THREE ADS,
ONE EACH HIGHLIGHTING ITS R&D PROWESS, AFFORDABLE MEDICINES
AND CORPORATE INITIATIVES & ACHIEVEMENTS.
- MARKETING MANAGER - Cardiovascular (BRILINTA & CRESTOR)
AstraZeneca Pharma India Limited
Grammar in the ‘Client Verdict’ section
has been altered with prior permission
from the respective clients.
Sudarshan Ramakrishna Chetlur - Work profile

4. Fresenius Kabi Oncology had just
acquired Dabur Pharma (oncology
division). The difficult task ahead was
to communicate the new company’s
ideals, work ethics and a strict ‘Code of
Work’ to the employees. We developed
a brilliant way to communicate this
work code and philosophy called
‘TEMPO’, by translating it into interior
signage design that transformed an
otherwise dry corporate office into a
visually dynamic environment with the
idea of a motivating, inspiring and
performance oriented work place.
CORPORATE BRANDING
FRESENIUS KABI ONCOLOGY LIMITED (CORPORATE PRINCIPLES AND INTERIOR BRANDING)
BRAND POSITIONING
(INTERNAL) THROUGH
WORK CULTURE
ENHANCEMENT PROGRAM
THE EXERCISE INVOLVED COVERING OVER 6000 SQFT OF IDENTIFIED
LOCATIONS WITHIN THE OFFICE WITH PRINTED SIGNAGE.
THE COMMUNICATION WAS ARTICULATED AS PER SPECIFIC WORK
PROFILES OF EACH DEPARTMENT IN THE OFFICE.
“Sudarshan is a very talented, creative and dedicated designer. He is a down to earth good human
being, skillfully seasoned professional with amazing attention to details and understanding of a
creative brief. Sky is not the limit for Sudarshan when we talk about creating something unique that
touches life and conveys the message rightly. He is very good at conveying the message
strategically in a touching way with sophistication. Each color of his canvas speaks about his unique
visual style, excellent copy and magical graphics. I am sure his undying passion towards creativity
will take him to greater heights.”
- Head Internal Communications
-Michelin, IndiaCLIENT VERDICT!
Grammar in the ‘Client Verdict’ section
has been altered with prior permission
from the respective clients.
Sudarshan Ramakrishna Chetlur - Work profile

5. PRODUCT BR. IDENTITY
FRESENIUS KABI ONCOLOGY LIMITED (KABIGEF BRANDING & LAUNCH)
BRAND IDENTITY &
POSITIONING EXERCISE
THROUGH DIRECT
MAIL CAMPAIGNS
Fresenius Kabi Oncology launched its
first product after acquiring Dabur
Pharma (oncology division) in the
oncology space. The objective was to
carve a space for this GEFITINIB
molecule in an already flooded market
amidst leaders like Natco and Iressa. A
creative strategy based on patient
psychology and bonding with their
peers to live longer was developed
targeting the doctors. The brand
promise ‘LETS WALK TOGETHER...’,
was positioned as friendship till the end
where a friend never leaves the side of
another come what may. Meticulous
execution, dynamic colors and a
strategically timed creative
communication resulted in achieving
double the sales projection in the
launch year of the product. BRAND PROMOTION CAMPAIGNS WERE DEVELOPED THROUGH
DIRECT MAILING EXERCISE THAT LASTED FOR AN ENTIRE YEAR.
TIMELY REMINDERS AND A FRIENDSHIP CAMPAIGN THAT STARTED
ON WORLD FRIENDSHIP DAY CONCRETED ITS POSITION IN
THE TARGET GROUP.
CLIENT VERDICT!
“We had to write a script for our ASCO conference and I was not at all getting satisfied with the
copies I received from various agencies. At the eleventh hour, an agency named SCDS came up with
a brilliant theme and script and saved the day. We were all impressed with their work. What
happened later was a professional relationship with them that harvested success after success. This
lead to a lot of creative campaigns (Mission Everest, Nanoxel, Kabigef Launch, Annual Calendar etc.)
for our company. SCDS displayed creativity, professionalism, timeliness, superb designing skills and
creative brand support. Above and beyond, they brought in fresh energy to our team. With time,
Sudarshan and I became great friends. He introduced me to his music, art and his various
multifaceted talents. Even though I have left the company and city now, I always look forward to
working with him and SCDS.”
&
CISE
T
GNS
- CHIEF BUSINESS MANAGER - Nephrology - Biocon
Grammar in the ‘Client Verdict’ section
has been altered with prior permission
from the respective clients.
Sudarshan Ramakrishna Chetlur - Work profile

6. The world’s leading diagnostics
company was here with a roster of
over 4,000 products. To break an
already existing trend of laboratory
testing as followed by the common
man in India was a huge challenge as
the target was impressed by local
players who were existing for decades.
To break through this mind-set was a
steep climb. Together we came out
with the winning strategy of earning
respect by tapping on world events
and celebration days. The idea was to
make the target conscious of health
issues, a task neglected by the local
competition. Beginning with the World
Heart Day, an important issue was
raised highlighting the services offered.
The campaign struck the right chord
with people and resulted in a huge
footfall boosting the company’s image
in the right perspective.
THE EXERCISE LASTED FOR ABOUT 10 DAYS IN TOTAL THAT
INCLUDED ADVERTISEMENT RELEASES IN POPULAR NATIONAL
DAILIES ALONG WITH POSITIONING IN LOCAL PHARMACIES,
THE DOCTOR’S CLINIC AND HOSPITALS USING VARIOUS
DESIGN COLLATERALS.
MARKETING CAMPAIGNS
QUEST DIAGNOSTICS INDIA (WORLD HEART DAY CAMPAIGN)
BRAND POSITIONING
& PROMOTION THROUGH
ADVERTISING CAMPAIGNS
& COLLATERAL DESIGNS
CLIENT VERDICT!
- DIRECTOR SALES AND PRODUCT MANAGEMENT
- Quest Diagnostics India
“SCDS has been a great resource for us from a end-to-end communications standpoint. Through some
of the campaigns that we worked together, they have been able to bring out the essence of
Quest Diagnostics as a brand, in a manner that was creative and differentiated from the category.
Through innovative use of colours and design elements, lucidly written copy and interesting
communication themes SCDS has helped us translate difficult scientific topics, like Cardiovascular
testing, into clearly understood customer benefits. Working within strict brand guidelines and sometimes
strict timelines, they have helped us put together impressive brand campaigns, with significant top line
impact, while retaining their creative flair and independence.”
Grammar in the ‘Client Verdict’ section
has been altered with prior permission
from the respective clients.
Sudarshan Ramakrishna Chetlur - Work profile

7. CAPITALSTORY
VISUAL
IDENTITY
Sudarshan Ramakrishna Chetlur - Work profile

8. CORPORATE
COMMUNICATION
Sudarshan Ramakrishna Chetlur - Work profile

9. PACKAGING
DESIGN
Sudarshan Ramakrishna Chetlur - Work profile

10. INTEGRATED
CAMPAIGNS
Sudarshan Ramakrishna Chetlur - Work profile

11. INTEGRATED
CAMPAIGNS
Sudarshan Ramakrishna Chetlur - Work profile

12. “SCDS has been attentive to our promotion &
brand building needs, prompt in responding to
any questions we may have, and efficient in
meeting our timelines. The “SCDS creative
energy”, has successfully put together great
ideas for many promotional films that we
envisioned.
I am very pleased with their work. I found SCDS
devising effective marketing approaches for our
brands. The entire SCDS staff is very easy to
work with, and they are always available to
answer any questions any time we had as
projects unfolded. Their branding is
'EVERYTHING IS POSSIBLE', to which, they
stand 100% true.”
- SENIOR MANAGER MARKETING,
Ranbaxy Labortories Limited,
SCDS brought in the element of
'LIFE' to our brands. The best part
is their enthusiasm that is always
on its maximum. SCDS also
possesses the rare ability to listen
well and listen 'CORRECT' and put
their clients' needs into action.
“His top qualities are being able to
give great results each time, a true
professional with high integrity,
and his capacity to be creative
always.
He made pharma so exciting that
one can only imagine the wonders
he could create with a liquor
brand!”
During my tenure at Ranbaxy, I have seen
Sudarshan bringing to his work immense
creativity and a desire to constantly learn and
innovate. It was a pleasure to work with
Sudarshan and his zest for churning out great
creative output is commendable.
- CATEGORY HEAD - NEW PRODUCT DEVELOPMENT,
Allied Blenders and Distillers Pvt. Ltd,
India
“During my tenure as Director HR for Europe,
CIS, Africa and Latin America, I have had the
opportunity to work with Sudarshan on a
number of projects from 2000 to 2006. We
worked together for my leadership,
performance and communication based
training films for which he developed
numerous films and other creatives.
I have also been impressed by Sudarshan's
creativity and listening skills. I have the
utmost level of respect for Sudarshan
professionally and personally and I highly
recommend him.”
- DIRECTOR HR - CTA
Centre for Agricultural and Rural Cooperation,
Netherlands
Sudarshan is a uniquely skilled
and experienced professional who
delivers value time and again and
among the best I have met.
Sudarshan has strong
understanding of business issues
and is very efficient and effective
in his work.
“Sudarshan’s creative agency
SCDS Global was a major reason
for our marketing and
communication success in
international markets in the 3
years that I was associated with
him. They were responsible for
some outstanding brand
campaigns for our OTC, anti-
infective and multivitamin brands
in Africa.
Above all, I believe - Sudarshan is in his
element working on a tight brief where he can
translate ideas into practical design. He has
on many occasions come up with unmatched
creative in varied forms, be it graphic, story,
AV or music, I strongly recommend Sudarshan
and his creative company to all wanting to
show case their work in the marketing and
advertising world” .
- MANAGER MARKETING - VACCINES,
MSD (Merck Shop and Dome) Pharmaceuticals,
India
CLIENT
SPEAK
Grammar in the ‘Client Speak’ section has been altered with prior permission from the respective clients.
Sudarshan Ramakrishna Chetlur - Work profile

13. YES!ITIS
Sudarshan
Ramakrishna
Chetlur SPUN IN THE FABRIC
I am in debt of my teacher, guide and well wisher
M.R. RENJAN, whom I fondly address as RENJAN SIR, for
inspiring and mentoring me.
In over 23 years of student and professional experience, my association
with different domains has infused an understanding of the mass in a holistic
way. And working with world-class management professionals infused an
understanding of business issues and customer benefits.
The attraction to visual and performing arts has seeded a way of the art of
communication through various expressions. The creative process, language, character,
sensorial perception and, above all, attraction to PEOPLE AND THEIR LIFE has helped
transform knowledge into communication sense. The living world is my perfect example.
While being a 'CREATIVE' person is the basic building block of my being; developing branding
strategies for business profitability with focus on human experience comes naturally. I look at a
Brand as a form of 'LIFE'. It is an experience / perception; it’s a reflection of a memory
transcending time.
There's so much more waiting to be explored and understood, and, the thirst to
learn, lead and perform. There's also a marvelous range of experience to share.
Therefore I seek new frontiers.
My biggest inspiration is the 'Miracle of Life' itself. There are a number of
ways that keep this process alive in me. Painting, Story Writing, Song
Writing, Music and Reading are my work away from work!
Watching cinema made on real life events and biographies is
my capsule for inward strength!
And apart from all of that, the love of my beautiful pit
bull just melts me over and over again... .
EVERYTHING
IS
POSSIBLE!
Residence / Studio Address:
D-40, Vipul World,
Sector-48, Sohna Road
Gurgaon 122 001
Haryana State, INDIA
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