SHADES

Case study

SHADES is one of the most visible brand launches in India in recent times, targeting the fast growing fashion eyewear and prescription frames/lenses market. As we have been involved with the brand since inception, our involvement covers the entire spectrum of MARCOM. Our role & responsibilities: Brand positioning and design Creative strategy for effective communication Effective creative layouts and ideation Media strategy. Planning and execution of the media campaign 360 degrees brand and communication input inclusive of creating event properties, PR, Direct Marketing and ‘Below the line communication’. With 3 mega stars from Bollywood as brand ambassadors, the challenge was to make the brand the real ‘Star’ and to ensure that brand and its communication is not lost in the ‘larger than life’ images of these film stars. The Brand required a strong, bold, young and dynamic approach as the major TG is the age group of 18-35. SHADES has been designed to be more than just ‘Fashion Eyewear”. It aims at making a lifestyle statement, desires to become a part and parcel of the young urban Indian’s life and be more than just ‘ sunglasses’.

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