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Hidesign lures commuters with its'slow' lifestyle campaign

By Nabamita Chatterjee - August 06, 2015

While the outdoor campaigns in Delhi and Mumbai have been executed by J C Decaux, Laqshya Media handled the Hyderabad Airport OOH properties.

The latest innovative outdoor campaign of Hidesign is an inspiration driven from Carl Honore's book'In Praise of Slowness'. The author pens, "Slow is a cultural revolution against the notion that faster is always better. The Slow philosophy is not about doing everything at a snail's pace. It's about… doing everything as well as possible, instead of as fast as possible. It's about quality over quantity in everything from work to food to parenting."

The campaign has been rolled across New Delhi, Hyderabad and Bangalore and has been executed by J C Decaux and Laqshya Media Group. A handcrafted product, lovingly produced by a master has distinction, individuality and soul - all essential to a feeling of personal luxury. This is what makes a Hidesign bag unique as compared to the China bags available by the dozen.”

According to the brand, "Craftsmanship at Hidesign has always been slow. Vegetable tanning, cutting leather by hand, solid brass fittings which are individually sand cast, small groups of production, hand rubbing and waxing each bag are the norm at Hidesign. This year's marketing campaign highlights these values and lifestyle, embodied by the brand, long before they became fashionable.”

The campaign features a series of exquisite photographs shot around Pondicherry by sculptor and photographer Rupert Lorhaldar. Commenting on the photography Rupert says, "A realistic approach was taken to capture these lovingly handmade modern classics in a moment of calm and openness, in an otherwise hectic world."

Each ad features an image of the'slow' lifestyle along with a photograph of the handcrafting process of a bag, shot in Room no.5 at Le Dupleix, where the brand was founded 37 years ago. "The campaign's visual language is that of wide open spaces, with Hidesign's tradition of handcrafting and the brand story of Slow working seamlessly together. The campaign talks to a mindset, rather than an age group", says Sheila Bedi, Art Director and Creative Lead.

The large unipoles (30ft high x 20 ft wide) at the Hyderabad International Airport and the other outdoor formats like back lit bus shelters, seniors and capsules is easily grabbing the eyeballs of the TG. In Delhi the campaign is spread across over 139 spots, while the outdoor campaign in Mumbai is being launched shortly.


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