Autumn-Winter 2012 Advertising Campaign
Introducing Lady Godiva
Mumbai,
Aug 2012: Capturing the bare and sensuous
beauty of handcrafted leather, Hidesign launches its A/W 2012-13 AD campaign, Lady
Godiva.
The
campaign conveys the power and elegance of a woman as she carries her Hidesign
bag. 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 Bhatija, 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. Through irreverence in copy and captivating imagery,
the models posed skin-to-skin with leather bags. The duo created an iconic
campaign that won Hidesign much acclaim worldwide and a loyal following. 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. “Lady Godiva is a legend and the photography must be
surrealistic to push the concept. The lighting was inspired from
«claire-obscure» painting to give a sensuous atmosphere. My vision was to
inspire a real artistic and aesthetic way to rise up the brand image as the art
of handcrafting,” says Dinh.
Beverley
shares, “The concept has evolved from the brand’s original campaign on the
making of a bag, now to the emotional high that is unique to owning a
handcrafted Hidesign bag.” The campaign
strongly evokes the values that Hidesign is recognized for - a strong connect
to nature, the romance of adventure, exquisite craftsmanship and an interest in
all things off-beat. “The result,” says Vrushali, “a lush,
surrealistic and sensorial spread.” Hidesign does not follow trends, but
staying true to its ethos, reinvents itself season after season. 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
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,
online portals and outdoor hoardings. Hidesign has recently launched exclusive
stores in emerging metros such as Mysore , Aurangabad , Kanpur , Nagpur
The concept evolves
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.
On
one hand, the idea for 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. With president and founder of Hidesign, Dilip Kapur and
the Brand Manager, Dipen, in Pondicherry, Art Director, Vrushali, in Delhi,
writer/conceptualizer, Beverley, in London and photographer, Dinh, in Paris -
the final campaign emerged seamlessly, as each individual creatively and
strategically contributed to the original Godiva idea.
–
Beverley Bhatija and Vrushali Gurjar
Credits:
Photographed
by: Dinh Thi Tien, Paris
Concept:
Beverley Bhatija, writer/conceptualizer, London
Art
Direction: Vrushali Gurjar, founder and creative, Zebra Design
Female
models: Kanishtha Dhankhar and Ivana
Male
model: Nitin Gupta
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