With a focus on the target market of North Gujarat, we leveraged regional language to promote products for this campaign. Their four offerings in particular – Divine Cosmos, Zen Garden, Pure Vibes and Kasturi – were used to convince consumers to buy Kalpana incense sticks with the mainline communication that we developed for the brand: Kalpana turns houses into temples.
This campaign gave us a good brain exercise to stretch and think out-of-the-box, and we did, as is evident. With a bright colour palette that is the right amount of in-your-face, Kalpana created an instant appeal.
