Geetanjali Salon is one of the oldest and most reputed salon chain from Delhi. They Approached us for rebranding and devising launch communication for its expansion across India in cities like Mumbai, Jaipur, Pune, Chandigarh and Bhubaneshwar.
In the recent past there has been an emergence of foreign salon chains aggressively marking their presence in India. With their new age contemporary communication style, they were able to easily resonate with the urban youth population.
To position the brand as a new age salon and yet retain its legacy we glorified brand’s forte as Hair Colour Specialist. By using colours in our communication we disrupted the monochromatic monotony present in the salon sector. By positioning styling as an art and our stylists artist we came up with campaign ‘You are the Muse’. We selected colour swatches which inspired an experimental and artistic image to the brand. We extended this language through out their communication and interiors from façade to social media posts.
Being a well-known name in salon business, the campaigns resulted in huge footfalls in all the cities it launched. The campaigns resonated with the youth and garnered their attention.
These Colour swatches which could easily blend in a fashion show or an Indian big fat wedding helped us overcome the challenge to bring the contemporary communication style to the brand while still retaining its values and stand out.
