The obvious danger in creating impactful brand communication using celebrity brand ambassadors is the retention of the brand in the TGs mind. The celebrity remains etched, while the brand may recede to the hazy environs of the TGs mind. Sanjay Dutt and Sunil Shetty provided as with one such challenge for the launch of SHADES, a premium eyewear brand.

Our positioning for SHADES had to be young, vibrant, fashionable and stylish. With many episodesof 'burning the midnight oil', the solution was found. SHADES was positioned as a verb, as a way of life, something you had to do if you were to be counted as a fashion icon. You had to DO THE SHADES!