How do you spark semi-urban romantic sensibilities with cultural sensitivity?
Since the essence of the TV campaign was the romantic story of the husband and wife, we wanted to carry that through the outdoor by focusing on the protagonists and the tea; lending local cultural relevance to the design through the use of traditional handicraft elements. The motifs that frame the visuals are drawn from patterns used in Sindhi textiles such as the iconic blue and deep-red Ajrak and the colourful Rilli.
