1. Market Disruption Through Focused Obsession
Built deep consumer recall for an only-shirts brand by committing to a single category with extreme depth—launching 250+ shirt types over three years.
Reframed India’s largely unorganized apparel market (dominated by mass, low-priced floral prints) by collaborating with streetwear, art, and Indian luxury craftsmanship.
The result: a brand that felt both culturally rooted and unexpectedly premium, making shirts collectible rather than commodity.
 

2. Design as Cultural & Economic Theory

Each shirt print was treated as an art piece, where quantity sold determined value.
Visually, the work merged Indian heritage, craft, and symbolism with modern silhouettes and an intentional theory of placing unexpected objects in unexpected spaces.
For Indian consumers, this was a first: apparel that felt like owning contemporary art rather than buying clothing.

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3. Marketing That Creates Curiosity Before Clarity

Executed shock-led creative marketing designed to confuse first, provoke second, and convert through curiosity.
During a rebrand, customers secretly received locks with their orders for an entire month—no explanation. Confusion turned viral, speculation drove organic traction. A month later, we released keys: customers who unlocked theirs earned the chance to collaborate directly with the Creative Director and list art on their own name.
Marketing wasn’t announced—it was experienced.

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4. Community Built Through Identity, Not Audience

Started by defining a single, human-like brand persona—clear traits, opinions, humour, and cultural references.
People didn’t just buy the brand; they identified with it.
Community was strengthened through limited-access drops, insider language, and cultural cues that made consumers feel ownership—the brand was no longer “ours”, it was theirs.

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5. Irony & Humour as Long-Term Brand Memory

In a fast-forgetting social media landscape, resisted trend-chasing and instead leveraged behavioural irony.
Humour was embedded across packaging, products, and communication to signal intelligence and playfulness.
Examples include:

• Product tags carrying a vada pav recipe

• “Anti-smoking” incense sticks sold in a cigarette-style box titled 'Indecent Sticks'

The outcome: a brand reputation that said, “They know how to sell—and they don’t take themselves too seriously.”