After the successful launch of the re-designed Wild Stone family of deodorants, the range was set to receive its first sub-brand, called Red Passion (we shortened it to Red).
The colour red is central to Indian culture, while its global associations remain valid. The problem was to link the colour to the Wild Stone premise of an unexpected, but entirely possible sexual encounter. A brainstorm threw up the idea of Holi, a festival of riotous colour (and the occasion of many a sexual escapade). The red powder connotes not just a Holi colour but also ‘kumkum’, worn by married women, who also figure in popular male fantasies.
Before thinking about Red, it was necessary to charts out a course for the Wild Stone sub brands in the future. Our approach was to unleash a series of avatars of the brand’s distinctive claw mark—by now strongly established and recognised by consumers. The Red version depicts the red powder, in a manner that suggests that it has been disturbed by physical contact.
red is holy. red is primal. red is wild stone
The colour red is central to Indian culture. A brainstorm resulted in the idea of Holi, the festival of colours, which is also an opportunity for sexual escapade for many. Red powder is not just a Holi colour, but is also representative of ‘kumkum’, the vermillion red powder worn by married women (a popular figure in male fantasies) in the Hindu culture.
partner-in-charge & creative director itu chaudhuri | art direction richa bhargava | design concept & development simrat singh | project duration 6 months