The
Challenge
Sustainable fashion in India was a niche conversation in a mass market. ECOVERO™ had the credentials -up to 50% lower emissions than generic viscose, full supply chain transparency, certified eco-responsible sourcing -but credentials alone don't build a brand. The audience didn't know ECOVERO™ existed, and even fewer knew why it mattered. The task was to make eco-conscious fashion feel relevant, aspirational, and worth choosing.
The
Solution
We led with the cause before the brand. Instead of pushing ECOVERO™ first, we warmed the audience to the idea of responsible fashion -then positioned the brand as its most credible answer.
Phase 1 - Build the conversation. Targeted communications introduced eco-friendly fashion as a value worth caring about, meeting the audience where their interests already lived.
Phase 2 - Own the moment at Lakmé Fashion Week. Two consecutive LFW activations placed ECOVERO™ at the heart of India's most visible sustainable fashion stage.
- LFW 2019 with Abraham & Thakore - Sustainable Fashion Day coverage spanning backstage, rehearsals, designer interviews, and showstopper moments. Influencers, bloggers, and models created layered, organic content that extended the brand's reach well beyond the runway.
- LFW 2020 with Ritu Kumar - A deeper, more immersive activation around the 'Nature's Origami' collection. We ran the #NoExcuses activity - sustainability quotes on placards, captured with the designer, showstopper, and models backstage - turning the event into a shareable, cause-driven moment. The content lived long after the show ended.
Creatives
Don't just take our
word for it
