The power of a message lies in its likeability in speech and writing. Along with a brand's USP, it's the choice of words and tone of delivery which makes it unique. For a fashion and entertainment hub visited by hundreds to middle class families everyday it was necessary to come with an idea which they will associate with. Consequently, a combination of English and Hindi was decided upon. This was in direct connect with the target group's aspirations and inclinations. The message also created a buzz and highlighted the brand's strategic emotional location as the place to find joy and happiness.
Conceptualization, Content, Art Direction, Design