Khaadi Reconnect – A Bold Revival of Identity
Details
Role:
Creative Director
Art Director
Service:
Campaign Concept & Execution
Multi-Channel Visual Strategy
Industry:
Fashion & Retail
Advertising & Media
Overview
In 2022, Khaadi launched the Reconnect campaign—a reawakening of its brand essence rooted in modern femininity and self-expression. As Creative & Art Director, I led the full-scale concept-to-execution journey across digital, print, TVC, and OOH, spotlighting Khaadi’s core ethos: authentic, bold, and unapologetically local.
Key Features
A multi-platform campaign with vibrant visuals
Cinematic TVC narrative shot across symbolic urban and natural settings
Social-first vertical content designed for maximum engagement
OOH layouts with expressive typography and color theory
User Story
The creative direction focused on reconnection with self, culture, and color. We positioned the modern woman as expressive, fluid, and connected to her roots. From moodboards to casting to styling, the visual language was clean, bold, and empowering—balanced between contemporary design and cultural heritage.
Strategy & Impact
We developed a unified brand story that resonated across all touchpoints.
TVC: Told an empowering visual story of self-expression
Digital: Created immersive reels, stills, and interactive content
Print/OOH: Translated the campaign into large-format art with clear CTA
Results
