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Year: 2012
Problem

A Mumbai-based retail jewellery brand that had been around for over four decades wanted to expand and connect with newer, younger audiences.

Research analysis and insight

When it came to jewellery, buyers were looking for an unusual blend of the traditional and the contemporary.

Communication solutions

A contemporary new version of the identity, new store signage and new communication that revolved around the OMster. An ownable term coined to describe a prospect who believed in tweaking tradition in everything she did; who was ‘free-spirited’ but not irresponsible.