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Here's a presentation I made for a Client Servicing assignment. The objective was to rejuvenate an old and respected Khadi brand to fit in and be relevant in today's times.
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GANDHI KHADI BHANDAR
KHADI & YOU
Photo by Soulquest.lifestyle
THE BACKGROUND
Photo by Tom Wachtel
Khadi Bhandar is a family run business looking to use Advertising to reposition its brand.
Here’s what we suggest.
Photo byCristiano Oliveira
Photo by photonate.com
REPOSITIONING
We suggest a store redesign. Arrangements according to product categories and soft lighting will be the principle changes.
Colour Scheme: Yellow & Orange to match Kesari with Bhagwa.
Store attendants will wear comfortable uniforms woven in Khadi.
Uniformity will be ensured in all stores.
Photo by Der Wunderbare Mandarin
The locations we have chosen for the stores are Fergusson Road, Koregaon Park and Hadapsar.
Photo by Shira Golding
A dedicated youth section will comprise of kurtas and kurtis. The section will be called You.
Photo by Liz West
COMMUNICATIONSTRATEGY + BUDGET
Our communication mix consists of TVC, OOH and magazine advertisements.
KHADI & YOU
PRINTCONDE NASTE GAGA FEMINA HELLO
PUNE TIMES PUNE MIRROR SAKAL TIMESINR 4,500,000
Photo by Joel Bedford
KHADI & YOU
Wear history. Rich in morals and ideals.
Reference photo from Khadi
KHADI & YOU
Wear legacy. Unshaken by time or space.
Reference photo from Khadi
Wear music. Preferably folk and fusion.
KHADI & YOUReference photo from Khadi
TELEVISION
TLC Fox Traveler NDTV Good Times
Travel and Living DISHTV Airtel TV TATA SKY Star
Majha(30s)
INR 15,000,000
Photo by Joel Bedford
Photo by J Mark Dodds
HoardingsAurora Towers Square (90’’ x 20’’)
Building wrap + Backlit: INR 10,000,000
Good Luck Chowk (20’’ x 10’’)INR 1,500,000
Airport Rd (20’’ x 10’’)INR 1,500,000
Photo by Zorin Denu
That was Razor Sharp.