On a high accelerated growth: Hidesign's Dilip Kapur

‘I choose. I say. I share. I express’ is the brave new mantra of young India. The unlimited access to information, numerous channels to express oneself and immense need to do something out-of-the-box have given a new voice and identity to citizens across the country. The incredible opportunity this new medium of expression provides people with, is shaping the way an individual chooses what to do, when to consume and who to speak with.

Hidesign consumers are global-thinking, yet fiercely individualistic, and comfortable in their own skin where ever they go. The bag you carry speaks volumes about your personality; which is why the campaign personifies being natural as a visual metaphor for being yourself. Targeted to appeal to the younger, more independent demographic, Hidesign’s ad campaign takes cue from its primary promise ‘If you are on the move, the bags can be your best companion.’ Each bag is a unique and a priced personal possession.
To know more about the campaign, Adgully caught up with Dilip Kapur, President & Founder , Hidesign.

Speaking about the new campaign, Kapur said, “Addressing the core lifestyle of our ‘on the move’ customers, we are thrilled to launch our new, contemporary advertising campaign. Centred on the core thought – "Take nature with you, wherever you go" the campaign is contemporary, edgy, bright, strident and, most importantly, free-spirited. The advertising campaign is meant for our urban, well-travelled and cosmopolitan customer.”

He said, “The idea for the advertising campaign stemmed out from our consumer. With majority of our consumers being urban professionals in the age bracket of 25 – 35 years, we are looking at a younger, active expression of the brand. For the new age individuals – there is unlimited access to information, numerous channels to express oneself and immense need to do something out-of-the-box. The objective was to reflect our cosmopolitan and forward-looking consumers through imagery.” 

When asked how the entire campaign is unique and what brand value would it get on the table, Kapur said, “We are aiming to keep up with the high accelerated growth of India on a global platform. With this campaign, we aim to reach out to the demographic in a way that is highly relevant, focused and attractive.”
“In global cities, in the urban jungle, your Hidesign bag keeps you company. We took a cue from our primary promise – If you are on the move, the bags can be your best companion. This also addresses the brand’s core values of being natural and green,” he said.

The ad campaign will appear in select lifestyle & fashion magazines nationally, outdoor hoardings in Mumbai & Delhi; across all Hidesign stores; on the Hidesign website and all their social media spaces.

CREDITS
Concept – Padmaja Chaluvadi aka Max, New York
Visualisation and Photography – Dinh Thi Tien, Paris
Styling – Karuna Laungani, Mumbai
Hair & Makeup – Tania Travers, Australia
Model Woman – Samira Mahboub, Germany+Morocco
Model Man – Joan Enric Pastor Mingallon, Spain
Production – Parul Menezes, Mumbai