Fashion is the world where bodies are made to fit into clothes instead of the other way around. The fashion we are made to consume is unreal. We helped position aLL as a fashion brand for real people. A brand that believes looking good and feeling good is for everyone.
INDIA INTERNATIONAL EXCHANGE
INX LAUNCH AV
We launched the world's fastest exchange and India's first international exchange, taking a page out of Chanakya's Arthashastra.
Keya foods wanted to launch their range of exotic herbs, authentic spices, and soups. In a category, which tries to make the homemaker a better traditionalist, we spoke about innovations and experimental cooking. We spoke to the metro couple who lives as a nuclear family and to the men who have begun to invade the kitchen space, making the cooking experience more enjoyable, fun and inclusive. The idea behind the ‘Love Food’ campaign was not just to romance the product but celebrate ‘the joy of togetherness’.
East London has always been about the makers, those pillars of society who were driven to create and build a city. Today, it has reinterpreted this legacy and is being realized as a creative hub. We leveraged this core of the brand in context with the behaviour of today’s Indian youth in a uber-social world, that constantly finds new ways to express their individuality and perspective.
In a commoditized category, we defined a philosophy of a couture brand inspired by nature, that enabled the Birla Cellulose to step up its fashion quotient alongside international fabric labels.
BSE GOLD ETF
In a country obsessed with the precious metal, Gold ETFs traded on BSE are financial products with a difference. The campaign spreads the net wider from targeting brokers to propositioning the huge Indian middle class who generally invest in gold through jewellery.
COX & KINGS
Cox & Kings wanted to promote honeymoon packages to international destinations to newly wed couples in India during the peak wedding season.
We moved away from the standard picture-perfect postcard which overpowered the beauty of the personal moments that every couple's dream honey moon is made of. And brought alive the romance of these moments in a memorable way.
CANARA ROBECO MUTUAL FUND
We took forward the brand language that uses relationships and everyday concepts to bring alive financial concepts. This time round, our focus was on demystifying different types of funds for new investors.
As a late entrant in the e-tail game, Jabong needed to significantly cut through the clutter and outsmart the competition, in terms of style, selection, and services. We defined the brand idea as ‘shopaholism’ and zeroed in on a creative mnemonic that broke the clutter and created recall – ‘the scream of joy’. The scream represented a customer’s delight on receiving their delivery. The Shopaholism message was then armed with functional delight factors such as free shipping, cash on delivery and 30-day free return.
LOVE WHAT YOU SEE
When India’s largest clinical beauty chain was faced with a plateauing consumer base, we realized the need for a change in perception – from an expert solution provider for skin care problems to a personal guide to complete skin care.
Kaya set out to connect with the larger world of beauty seekers. To reposition itself as the beauty aspirant’s accomplice – visibly transforming beauty and making her love what she saw.
Keya foods wanted to launch their range of exotic herbs, authentic spices and soups.
In a category which tries to make the home-maker a better traditionalist, we spoke to the metro couple who have begun to experiment with food to make it interesting.
With men ‘invading’ the kitchen space, the kitchen today has become the modern day fire-place. The idea behind the “Love Food”campaign was not just to romance the product but the process with the thought “the joy of togetherness”.
Kruto is a contemporary twist to a classic vodka, pegged at the same price point as Absolut. The task - to target this to the urban millennial, who embraces self-pleasure and hedonism. We launched Kruto as a brand that doesn’t judge or condemn, but defiantly accepts this world view. The Kruto red tab was a symbol that signified un-censorship and acceptance.
We created the Kruto red tab as a signature to signify uncensorship and acceptance.
ONE TREE HILL/GREY’S ANATOMY
Star World was looking to increase its viewer base beyond the niche English GEC viewer.
We partnered them as they introduced handpicked content for this, in a way that a larger audience would relate to.