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The quirkier the better, says Chumbak’s first campaign

By M4G Bureau - November 20, 2018

Chumbak’s first campaign positions the brand as a celebration of the free-spirited and the colourful

Chumbak, which began its journey as a souvenir brand eight years ago, has over the years evolved into a multi-category lifestyle brand with stores in over 15 cities and a strong online presence. The brand is now going all out to position its products as something that adds a little splash of colour or quirk into your home or ensemble.

OOH as a medium lent itself very effectively to convey this brand narrative. This campaign, the first for the brand, communicates the brand and product philosophy by narrating the stories of women, who are seemingly ordinary but carry with them a little, unique quirk.

It essentially aims to introduce the multi-faceted character of the Chumbak brand and what it stands for to the consumers. The campaign has been conceptualized by Ogilvy, Bangalore.

Mahesh Gharat, Chief Creative Officer, Ogilvy South said, speaking about the brand communication for the campaign, “Chumbak is a brand that offers a range of colourful and unique products for young women. These products make women stand out and be unique in their own way. This led us to the insight that there’s something unique about every woman – a little quirk or a special charm in their character. It’s these small acts of impulse or free-spiritedness that we wanted to celebrate.”

Vivek Prabhakar, CEO, Chumbak added, “From narrating our brand ethos to our product story, the idea was to create something fresh and full of energy which is what the brand is today. We believe the communication will surely get the ball rolling on the growth story around the brand with us expanding our online presence and taking up our store count to over 75 stores in the next year.”


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