Mumbai, Maharashtra, India, Hidesign presents its luxurious Autumn/Winter 2012-2013 AD Campaign, Lady Godiva. The campaign conveys the power and elegance of a woman as she carries her Hidesign bag. The campaign captures the bare and sensuous beauty of handcrafted leather.
This new series of ads feature models Kanishtha Dhankhar – Ex-Miss India-World, Ivana and Nitin Gupta. This season’s campaign brings together writer and conceptualizer Beverley Bathija, and art director Vrushali Gurjar. The duo is part of the same team that worked on Hidesign’s award winning campaign in 2001, which brought to the fore the story of Hidesign’s excellence in the hand-crafting of leather. For the current campaign, Hidesign has once again collaborated with ace French photographer Dinh Thi Tien, who has redefined the brand’s imagery over the last seven years.
Dilip Kapur, President of Hidesign says, "Hidesign connects to the young and self-confident, internationally, through the raw sensuousness and beauty of natural leather and great craftsmanship. Dinh’s powerful photography reignites the sense of adventure and wonder that our first ad campaign had experienced!"
The brief from Dilip Kapur was to ‘nudge’ the brand from the original campaign to make it more relevant to the brand's position today that now reflected the aspirations of modern Indian woman, while staying true to its natural, hand crafted, eco-friendly heritage.
The campaign came from the brand itself - its glorious attention to detail, the hand-crafted heritage, use of vegetable tanned and hand polished leather, its people and its international design sensibility. On the other hand, it came from the consumer's experience with the brand. The making of the campaign was a collaborative interpretation of the concept behind the campaign - Lady Godiva - her passion, spirit and individualism that reflects the connection the brand has with its consumers across the world.
The surreal background depicts Lady Godiva’s larger-than-life character. Kanishtha brings to life the passion of Godiva’s character, reiterating the spirit of her rebellion in the old fable. Dinh has beautifully captured the strength and individualism of the models through his photography. "She has a powerful and radiant charm and reflects a natural and sensuous beauty," he says while describing his Godiva.
The modern styling and slick construction of these vegetable tanned leather bags give them a contemporary appeal that Hidesign has become well known for. Available in the colours of fall, such as nude, midnight blue, forest green, tan and aubergine, the collection includes an array of elegant totes, clutches, grabs, wallets, travel bags and belts.
The campaign will be introduced on Hidesign’s website www.hidesign.com, at all exclusive Hidesign stores, and will appear in leading fashion & lifestyle magazines.Hidesign’s advertising campaigns have been a huge success with the consumers and have helped the brand with a loyal following.
A pioneer in its category, Hidesign has now expanded to tier II and tier III cities of India as consumers here have developed interest in brands that have a strong foothold in key metros such as Mumbai, Delhi and Bangalore. "It is essential that we go to the customer, rather than expect the customer to visit us in the metropolitans. Judging from the sales on our website, www.hidesign.com from tier II and III cities, it is clear that there is demand for our product," says Dilip Kapur, President of Hidesign.
In keeping with Hidesign's expansion strategy to tier II and tier III, it is proud to open new stand-alone stores in Mysore, Aurangabad, Kanpur, Nagpur and Dimapur. The campaign will be showcased in these cities through hoardings and print ads to boost awareness.
Hidesign, a pioneer in airport retail strategy will also showcase the campaign in its airport retail stores internationally and nationally.