Global Desi, an apparel brand by the renowned fashion designer Anita Dongre has recently launched a summer collection #BigLove4BigEars, which is inspired by a line of elephant-designed motifs and prints. The collection primarily meant for urban young women looking for Indian and casual appeal in apparels. To promote the same amongst the core target audience, the brand has launched a multi city outdoor campaign with the theme ‘Colour Me Happy’.

The campaign has been executed by StreetTalk India in Mumbai, Hyderabad, Bangalore, Ahmadabad, Baroda, Kolkata, Pune, Chennai and Guwahati. Apart from Global Desi, the agency has been working with Anita Dongre for the last two years on her brand AND. Interestingly StreetTalk India recently executed a campaign for Aditya Birla’s Liva fabric, which has its tag on the creatives of Global Desi’s latest campaign since the collection has used the ‘fluidity’ of Liva fabric which was being promoted last couple of months.

According to the brand, the collection of boho-chic outfits in comfortable fabrics and flowing silhouettes perfectly captures the free-spirited, nature’s child that the Global Desi girl is. Also, in the scorching heat one look at the colourful collection on large format outdoor mediums such as billboards and mall facades comes as a big relief. The creative used for the campaign displays the the models with the latest collection and designs. It also highlights the collection theme ‘colour me happy’ and the collection name ‘Resort ’15’ as well as the message that the collection has been made fluid with ‘Liva’. The billboards and facades also give details of the store location with a call to action social media links.