The first-ever brand campaign of Tata Cha had to focus on #EverydayWarmth that’s shared in simple food moments.
So I identified cinemagraphs to be the perfect device - to show the fun and masti that goes on and on, just like the steam in the chai and the swirl in the shikanji go on and on.
Since night application was our focus, my idea sprang from the familiar vocabulary of Beauty Sleep. Our skin goes through so much during the day, it needs its beauty sleep to get rejuvenated.
Masks have become a norm. While that ensures safety, it also brings out a behavioural change of hiding dry and chapped lips behind the masks. The expressions are hidden, so is the dryness.
Through the film, we showed that just because the lips are hidden doesn’t mean they shouldn’t be healed.
This was a print campaign for Ruosh that boasted of great deals on shoes, wallets and everything else, as the sale season began.
After the success of the previous kajal film, we retained the message of 'expressive eyes'. And we created a peppier, younger campaign for the new retractable kajal.
We suggested microsite for UGC, IG stories, myth-busters, kajal looks too.
This lip balm gives a shine to the lips.
The tvc is a light, breezy montage of moments and occasions where the girl's lips wear a shine. We worked on a fun and young sing-song vo for the track.
Tata Cha is all about sharing warmth over food and conversations. But the pandemic forced most people to stay away from outside food.
After a few reassuring safety ads, we created a digital campaign that encouraged people to share the same warmth at home, over moments that they were missing out on, due to their busy schedules.
