In order to establish a new identity, a face was required. A face that our TG would relate to and at the same time have due respect. The launch of a Flagship Store along with the communication increased the acceptance of the brand across the city. The idea was to project the inspiring moods and expressions of a woman across the print medium. Dia Mirza was given a new identity, a different one for every inspiring mood she portrayed in the press campaign. From full page ads to half page ads. All the major dailies of the city of joy like Telegraph, Times of India and Ananda Bazar Patrika had regular insertions, helping reach out to our TG. The varied moods of a woman, her expressions were something people related to and the larger than life imagery of Dia helped people take notice of the campaign.