BRANDING:
Bonjour, a socks manufacturer and a leading one at that in India had its fingers in too many pies all at once. They got into leggings, shirts, sports attire and kids attire. And when they wanted to take their sports socks--as a separate offering-- to the market, they did not have a brand proposition. Nothing by way of strategy was thought of and no Branding activity was performed. In the absence of a clear brief and an approach, I with the team, proposed to Brand the product, shape a positioning, draft out its proposition and start off the communication exercise with the tag line.
THE INQUIRY:
Bonjour is a pioneer in what it does and was the first to usher in high end manufacturing technology and process in its league in India. Being the first they faced several barriers and since then had, unbeknown to themselves, made it their philosophy to continuously take on and challenge limitations. This we felt was a defining character and also resonated with what they imagined of their TG: progressive people, people who would break the mould of everyday routine, people who would be adventurous, people who expect more from life and the active ones who everyday defy the staid, people who would not settle for limited colors, limited textures, or just formal or out door socks---these are people who DEFY, on a continuous basis---and that translated into Bonjour's tag line
CREATIVE: The first phase of strategic communication involved DEFY being carried across all communication--OOH, In-store, Print.
B
Brand: Bonjour (Socks)
Strategic Communication- Tag line
Concept: Cyril
Design: Rohit Singh
Copy: Cyril Towle
Agency: HS Ad
