key brand PORTFOLIO

Brand + Product Campaigns

#1. Trust Forevermark

#2. Circle of Trust

#3. Betterhalfwithin

#4. Stackable

#5. ICON

#5. Avanti 

#TrustForevermark (2017)

Challenge: India’s diamond market ran on blind faith. Family jewellers held trust—but not proof. Forevermark had zero legacy. And diamonds? Still misunderstood.

Strategy: Shift trust from nostalgia to evidence. Make science the new sentiment.

Idea: "Forevermark is the Trust Mark" Not just beautiful. Certified. Inscribed. Ethical. A new gold standard for a new kind of buyer.

The Execution:

• TV + Print: Built rational desire, not just sparkle
• Digital: Showed up at life moments — promotions, proposals, power plays
• Retail: 3,000+ salesmen armed with the Forevermark edge
• Thought leadership: Partnered with Cambridge to legitimize the ethical diamond movement

Result:
+22% brand consideration in 16 days
Leapt from #5 to #3 in brand power
+35% seen as expert, +23% in quality, +18% in ethics:
Shift: From seductress to Trustworthy Dreamer. Forevermark didn’t just sell diamonds — it redefined trust.

Campaign: #BetterHalfWithin (2018)

Challenge: Diamonds were still gifts from someone else. Self-buy? Rare. And rarely meaningful. Forevermark launched half-carat earrings—but needed a bigger story.

Strategy: Flip the script. Make her the giver and the gift.

Idea: "The Better Half is You"
Not a title. Not a trophy. Just a quiet salute to her resilient, evolving self.

Execution:

• TV + Print: Reframed half-carat as full recognition
• Digital: Showed women mid-milestone — daily wins, quiet comebacks
• Retail: “Better Half” collection with limited-edition boxes + personal message cards

The Result:
High organic engagement from working women + creatives
Low fatigue: Messaging hit across age, ambition, and archetype
A new conversation: Diamonds as self-honour, not reward

Shift: From gift culture to ritual of recognition. Forevermark didn’t just sell earrings— it made “half” feel whole.

Product Campaigns

#1. Rani Collection

#2. Solitaire Engagement Ring 

Campaign: #Letyourheartleadtheway (2024)

Challenge: Festive jewellery in India = gifts from others. Tradition decides. The family pays. You sparkle—on their terms.

Strategy: Flip the festive script. From legacy to liberty. Make jewellery self-expression, not obligation.

Idea: “Celebrate the Queen Within” Rani isn’t a title you’re given.
It’s one you claim.

Execution:

• Social-first showcase of real women—maximalist, minimalist, unapologetic
• Reels and UGC driven by mood, not rituals
• Influencer drops across glam, grit, and everyday royalty

Result:
Jewellery became emotional agency—not tradition
The queen wasn’t waiting to be crowned. She already knew who she was.

Shift: From gifting to choosing.
From family sparkle to inner crown.
CaratLane didn’t just sell jewellery—
it sold self-worth in gold.

Campaign:#Makeeveryproposalmorebeautiful (2025) 

Challenge: Men weren’t proposing—not for lack of love, but because they didn’t feel “ready.” Too much pressure. Too little permission. CaratLane wanted to break the delay loop.

Strategy: Shift from perfection to presence. If she’s ready, so are you.

Idea: “Start imperfect. Start anyway”
Not a show. Not a spectacle.
Just you, her, and the courage to say yes.

Execution:

• Emotional story of man stuck in “not yet”
• Affordable solitaires + curated help = frictionless planning
• Tools like virtual try-ons that made it real without overwhelm
• CaratLane as the nudge, not the narrator

The Result:
Men moved forward—with love, not fear.
CaratLane didn’t sell perfection. It sold permission
Doubt gave way to action. Proposals became personal again.

Shift: From delay to decision. From waiting to witnessing. CaratLane helped men say yes—not to the moment, but to themselves.

Initiative: World Gold Council – IAGES Integrity System (India Launch) 2024

Strategy
Establish a global gold integrity standard in one of the world’s most emotionally charged and fragmented markets. In India, gold wasn’t just a commodity—it was culture. Trust ran deep, but not necessarily on facts. Consumers relied on family jewellers, and purity was measured by BIS hallmarking—a government-run system seen as sacrosanct.
Introducing AIGES meant navigating a high-stakes conundrum: how do you elevate purity standards without publicly questioning BIS—or eroding consumer confidence?

Concept / Idea
Purity Is a Journey, Not Just a Stamp
AIGES reframed gold purity as a seven-stage promise—from mine to retail. It wasn’t just about what consumers saw at the counter, but everything that came before it. The idea: true gold integrity means tracking and certifying every step, not just the final hallmark.

Campaign / Communication
Positioned as the ultimate authority in gold integrity, the World Gold Council educated stakeholders across the chain—miners, refiners, jewellers, retailers, and eventually consumers. In India, the rollout was careful, calibrated, and collaborative.
Instead of attacking existing systems, the messaging focused on what BIS couldn’t see: the invisible journey of the gold itself. IAGES became the gold industry’s equivalent of “farm to table”—a system of traceability, transparency, and trust.

The WGC didn’t just launch a certification.
It laid the foundation for a future where trust in gold is earned through process, not just tradition.

Brand + Product Campaigns + Employee Retainment Strategy

#1. My account starts today 

#2. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Brand + Product Campaigns

#1. Trust Forevermark

#2. Circle of Trust

#3. Betterhalfwithin

#4. Stackable

#5. Avanti 

Product Campaigns

#1. Rani Collection

#2. Solitaire Engagement Ring 

Initiative: IAGES

#1. Positioning exercise  + Campaign Idea 

Brand + Product Campaigns + Employee Retainment Strategy

#1. My account starts today 

#2. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Brand Strategy & Positioning  

Brand + Product Campaigns

#1. Trust Forevermark

#2. Circle of Trust

#3. Betterhalfwithin

#4. Stackable

#5. Avanti 

Product Campaigns

#1. Rani Collection

#2. Solitaire Engagement Ring 

Initiative: IAGES

#1. Positioning exercise  + Campaign Idea 

Brand + Product Campaigns + Employee Retainment Strategy

#1. My account starts today 

#2. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Brand Strategy & Positioning  

Brand + Product Campaigns

#1. Trust Forevermark

#2. Circle of Trust

#3. Betterhalfwithin

#4. Stackable

#5. Avanti 

Product Campaigns

#1. Rani Collection

#2. Solitaire Engagement Ring 

Initiative: IAGES

#1. Positioning exercise  + Campaign Idea 

Brand + Product Campaigns + Employee Retainment Strategy

#1. My account starts today 

#2. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Brand Strategy & Positioning  

Brand + Product Campaigns

#1. Trust Forevermark

#2. Circle of Trust

#3. Betterhalfwithin

#4. Stackable

#5. Avanti 

Product Campaigns

#1. Rani Collection

#2. Solitaire Engagement Ring 

Initiative: IAGES

#1. Positioning exercise  + Campaign Idea 

Brand + Product Campaigns + Employee Retainment Strategy

#1. My account starts today 

#2. 

Customer Research + Brand  Strategy & Positioning 

#1. 

Brand Strategy & Positioning  

#TrustForevermark (2017)

Challenge: India’s diamond market ran on blind faith. Family jewellers held trust—but not proof. Forevermark had zero legacy. And diamonds? Still misunderstood.

Strategy: Shift trust from nostalgia to evidence. Make science the new sentiment.

Idea: "Forevermark is the Trust Mark" Not just beautiful. Certified. Inscribed. Ethical. A new gold standard for a new kind of buyer.

The Execution:

• TV + Print: Built rational desire, not just sparkle
• Digital: Showed up at life moments — promotions, proposals, power plays
• Retail: 3,000+ salesmen armed with the Forevermark edge
• Thought leadership: Partnered with Cambridge to legitimize the ethical diamond movement

Result:
📈 +22% brand consideration in 16 days
🥉 Leapt from #5 to #3 in brand power
💎 +35% seen as expert, +23% in quality, +18% in ethics:
Shift: From seductress to Trustworthy Dreamer. Forevermark didn’t just sell diamonds — it redefined trust.

Campaign: #BetterHalfWithin (2018)

Challenge: Diamonds were still gifts from someone else. Self-buy? Rare. And rarely meaningful. Forevermark launched half-carat earrings—but needed a bigger story.

Strategy: Flip the script. Make her the giver and the gift.

Idea: "The Better Half is You"
Not a title. Not a trophy. Just a quiet salute to her resilient, evolving self.

Execution:

• TV + Print: Reframed half-carat as full recognition
• Digital: Showed women mid-milestone — daily wins, quiet comebacks
• Retail: “Better Half” collection with limited-edition boxes + personal message cards

The Result:
🔥 High organic engagement from working women + creatives
🧠 Low fatigue: Messaging hit across age, ambition, and archetype
💬 A new conversation: Diamonds as self-honour, not reward

Shift: From gift culture to ritual of recognition. Forevermark didn’t just sell earrings— it made “half” feel whole.

Campaign: #Letyourheartleadtheway (2024)

Challenge: Festive jewellery in India = gifts from others. Tradition decides. The family pays. You sparkle—on their terms.

Strategy: Flip the festive script. From legacy to liberty. Make jewellery self-expression, not obligation.

Idea: “Celebrate the Queen Within” Rani isn’t a title you’re given.
It’s one you claim.

Execution:

• Social-first showcase of real women—maximalist, minimalist, unapologetic
• Reels and UGC driven by mood, not rituals
• Influencer drops across glam, grit, and everyday royalty

Result:
✨ Jewellery became emotional agency—not tradition
👑 The queen wasn’t waiting to be crowned. She already knew who she was.

Shift: From gifting to choosing.
From family sparkle to inner crown.
CaratLane didn’t just sell jewellery—
it sold self-worth in gold.

Campaign:#Makeeveryproposalmorebeautiful (2025) 

Challenge: Men weren’t proposing—not for lack of love, but because they didn’t feel “ready.” Too much pressure. Too little permission. CaratLane wanted to break the delay loop.

Strategy: Shift from perfection to presence. If she’s ready, so are you.

Idea: “Start imperfect. Start anyway”
Not a show. Not a spectacle.
Just you, her, and the courage to say yes.

Execution:

• Emotional story of man stuck in “not yet”
• Affordable solitaires + curated help = frictionless planning
• Tools like virtual try-ons that made it real without overwhelm
• CaratLane as the nudge, not the narrator

The Result:
💍 Men moved forward—with love, not fear.
🫶 CaratLane didn’t sell perfection. It sold permission
🔔 Doubt gave way to action. Proposals became personal again.

Shift: From delay to decision. From waiting to witnessing. CaratLane helped men say yes—not to the moment, but to themselves.

Initiative: World Gold Council – IAGES Integrity System (India Launch) 2024

Strategy
Establish a global gold integrity standard in one of the world’s most emotionally charged and fragmented markets. In India, gold wasn’t just a commodity—it was culture. Trust ran deep, but not necessarily on facts. Consumers relied on family jewellers, and purity was measured by BIS hallmarking—a government-run system seen as sacrosanct.
Introducing AIGES meant navigating a high-stakes conundrum: how do you elevate purity standards without publicly questioning BIS—or eroding consumer confidence?

Concept / Idea
Purity Is a Journey, Not Just a Stamp
AIGES reframed gold purity as a seven-stage promise—from mine to retail. It wasn’t just about what consumers saw at the counter, but everything that came before it. The idea: true gold integrity means tracking and certifying every step, not just the final hallmark.

Campaign / Communication
Positioned as the ultimate authority in gold integrity, the World Gold Council educated stakeholders across the chain—miners, refiners, jewellers, retailers, and eventually consumers. In India, the rollout was careful, calibrated, and collaborative.
Instead of attacking existing systems, the messaging focused on what BIS couldn’t see: the invisible journey of the gold itself. IAGES became the gold industry’s equivalent of “farm to table”—a system of traceability, transparency, and trust.

The WGC didn’t just launch a certification.
It laid the foundation for a future where trust in gold is earned through process, not just tradition.

Campaign: HSBC –#MyAccountStartsToday 2023

Strategy
With Asia at the center of its global ambitions, India became a key priority for HSBC’s future growth. But the brand faced real barriers—low awareness, perceived foreignness, and a lack of cultural relevance among India’s emerging and mass affluent.

As Indian success evolved—from rigid, linear ladders to entrepreneurial reinvention and global ambition—HSBC positioned itself as a catalyst for new beginnings. The strategic shift was clear:

From “foreign bank” to “your global bank in India”

From product-led to ambition-driven storytelling

From banking for today to banking for what’s next

Concept / Idea
Uncode Success HSBC redefined what success looks like—from traditional markers to individual ambition, progress, and global opportunity. The message: one size doesn’t fit all, and HSBC is the bank for those forging their own path.

Campaign
#MyAccountStartsToday
Led by Virat Kohli, the campaign brought reinvention to life. His fresh start became a metaphor for India’s new achievers—those ready to begin again, go global, and chase growth on their own terms. With symbolic visuals like doors opening into the HSBC logo, and a high-impact rollout across TV, digital, outdoor, and OTT, the campaign made HSBC not just relevant, but aspirational.

HSBC became the bank for a generation rewriting success—and starting today.

Positioning Exercise for 2019 Campaign:#Live your purpose 2022

Strategy
In a wealth management space traditionally centered on returns, accumulation, and legacy, Kotak Private saw an emerging shift. For India’s high-net-worth and ultra-high-net-worth individuals, success was no longer just about what they owned—but what they stood for.

Kotak repositioned itself from being just a financial advisor to becoming a life-enabler—helping clients align wealth with purpose, passion, and personal meaning. The strategic shift reframed wealth not as an endpoint, but as a means to live more intentionally.

Concept / Idea
Wealth, With Intention
“Live Your Purpose” became more than a line—it was a philosophy. Whether it was giving back through philanthropy, shaping a family legacy, pursuing intellectual passions, or funding bold ventures, Kotak Private’s comprehensive platform enabled clients to express their values through their wealth.

Campaign

#Live Your Purpose
The campaign positioned Kotak Private as a trusted partner in the personal journeys of India’s wealth creators. With offerings like investment management, estate planning, family office solutions, and philanthropy advisory, it offered not just expertise—but clarity, alignment, and trust. It wasn't about maximising wealth for its own sake.
It was about using it to maximise life.

Sri Lanka’s tourism industry has faced multiple challenges - from the Easter attacks, COVID-19 to destination fatigue and economic crises. Highlighting the urgent need for a resilient and sustainable approach to revive tourism. 

To address this, the Tourism Resilience Project was launched, demonstrating the feasibility of Sri Lanka Tourism’s 2017 strategy: developing signature experiences that are resilient, commercially viable, and environmentally sustainable. 

As part of this vision, the ‘Discover Sri Lanka on Foot’, concept of “slow” travel - travel that is immersive, authentic, “of the place” inspired the idea DSLOF. An experience that was integrated into a larger framework - YouLead created umbrella Serendipity Trails(with three other trails under it) – a national brand inspired by Great Walks of Australia, to establish a lasting framework for future trail development. Key elements came together: Product Idea: Walking Trails Brand: Serendipity Trails. Funding & Resources: EU, USAID. Policy Support: So Sri Lanka.

This caselet explores how we transformed one of three Serendipity Trail’s ‘Pekoe Trail’ into a globally recognized brand through storytelling, positioning it as Sri Lanka’s first internationally recognized signature experience, a benchmark for sustainable adventure tourism with #Discover Serendipity on Foot campaign 2022.