This year’s marketing campaign of Hidesign, a lifestyle group that defines the vision of luxury in India through an ethos of high quality, ecological values and personalised service, highlights the values and lifestyle embodied by the brand long before they became fashionable. The outdoor campaign themed as ‘Go Slow’ features a series of exquisite photographs shot around Pondicherry by sculptor and photographer Rupert Lorhaldar. Commenting on the photography, Rupert says, “A realistic approach was taken to capture these lovingly handmade modern classics in a moment of calm and openness, in an otherwise hectic world.”
Each ad features an image of the ‘slow’ lifestyle along with a photograph of the handcrafting process of a bag, shot in Room No 5 at Le Dupleix, where the brand was founded 37 years ago. “The campaign’s visual language is that of wide open spaces, with Hidesign’s tradition of handcrafting and the brand story of Slow working seamlessly together. The campaign talks to a mindset, rather than an age group”, mentions Sheila Bedi, art director and creative lead. In addition to outdoor domain, the campaign goes online and printed medium like magazine across the country.