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.
During the pandemic, we were all living in a new reality. With the increased safety measures and the lockdown, there was an impact on our hands that were suddenly doing way more than they were used to. We felt that the hands that do so much deserve a little extra love and care.
We suggested a digital campaign with a film, posts and UGC ideas.
For KVB Women's Day campaign, I thought of a simple visual that demonstrates financial equality.
It's the deepest, blackest kajal that makes the eyes look even more beautiful.
Since the eyes speak more than words, we created a campaign that showed Kajal Aggarwal expressing herself through her eyes.
The jingle I wrote was well-appreciated.
This is a lip balm most Indians apply. But we wanted to specifically target the youth. It comes as a tube, so it's hygienic. And it's easy to use.
We decided to use the youth lingo and asked them to swipe it on.
To celebrate the unique stories of chai from different parts of India, an in-store campaign was created for Tata Cha. Under 'The Many Tales of Chai', this campaign was designed for wall art, tent cards and a series of photo frames.
Himalaya Youth Eternity restores youthful skin with the help of natural ingredients.
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Tata Tea wanted Keralites to have a refreshing Onam with Kanan Devan Classic. I felt any festival can be made refreshing when the family comes together to celebrate it.
Himalaya wanted to show a confident, young-achiever in its new Natural Glow Kesar Face Cream campaign. The cream gave dull skin a natural glow. So we worked on a simple thought that said: Jab life glow kare, toh chehra kyun nahi?
Tata Tea Chakra Gold wanted to encourage the women of AP to be financially-empowered, strong women. Worked on this campaign that tells the story of Kavitha, a woman who wants to contribute to buying a bigger home. But society thinks she shouldn't be a part of this decision.
