A Little More “POPEES“ in Every Story.

The Challenge: Creating More Meaningful Brand Communication

In the baby and children’s product category, communication goes beyond showcasing products. Parents look for quality, comfort, reliability and brands they can feel confident choosing.

The creative challenge was to develop communication that could balance promotional requirements with long-term brand building.

Our approach focused on:

1. Brand Campaigns and Creative Concepts

Our journey with Popees began with The Organic Chemistry, a campaign that marked the initial phase of our creative association.

As the engagement developed, we moved into larger campaign concepts and brand communication initiatives, extending our involvement beyond individual social media creatives.

Our campaign development work included:

• Initial campaign concept: The Organic Chemistry.
• Main ATL campaign development.
• Campaign ideation and creative direction.
• Campaign messaging and copywriting.
• Visual communication and creative development.
• Adaptation of campaign concepts across relevant channels.
• Creative exploration based on the brand’s identity and audience.

The focus was to create campaign ideas with a clear central thought that could be adapted across different communication formats.

2. Main ATL Campaign Development

We worked on a major Above-The-Line (ATL) campaign for Popees, expanding our creative involvement into larger-scale brand advertising.

The work focused on developing the campaign thought, establishing its visual direction and translating the central message into advertising communication.

Our contribution included:

• Campaign thought and concept development.
• Creative direction and messaging.
• Campaign visual development.
• Brand recognition and recall-focused communication.
• Creative adaptations for relevant advertising touchpoints.

The campaign represented a broader brand-building approach, moving beyond regular social media communication towards larger advertising initiatives.

3. Social Media Strategy and Content Management

Social media became an important part of our ongoing engagement with Popees.

Rather than approaching every post as an independent creative, we worked towards a more structured content approach, bringing together content planning, creative development, copywriting and regular publishing.

Our social media work covered:

• Content pillars and content bucket development.
• Monthly content calendars.
• Social media creative concepts and copywriting.
• Static posts and carousel designs.
• Reels and video content.
• Product-led and promotional communication.
• Brand storytelling and audience-focused content.
• Seasonal and occasion-based creatives.
• Publishing coordination and ongoing content support.

Moving Beyond Product-Led Communication

One of our creative directions was to explore communication that went beyond product showcases and promotional offers.

We looked at more human, relatable and engaging content that could connect with parents and families.

Full of Love – Monthly Story Series

Full of Love was developed as an episodic storytelling concept using AI-created animation. The idea was to introduce short, engaging stories that could bring warmth, emotion and relatability into Popees’ social media communication.

Instead of focusing entirely on products, the series explored storytelling as a way to create a stronger emotional connection with the audience.

4. Promotional Campaigns and Offer Communication

Promotional communication formed another important part of our creative engagement.

We worked on translating Popees’ commercial offers into clear, attractive and brand-appropriate communication that could capture attention and communicate purchase benefits effectively.

Our work included:

• Onam promotional campaigns.
• Lucky draw campaign communication.
• Festive promotional advertising.
• Offer-led social media creatives.
• Promotional videos and static creatives.
• Campaign messaging and copywriting.
• Visual direction and creative adaptations.

Onam Lucky Draw Campaign

One of the promotional initiatives was the Onam Lucky Draw campaign, which ran from August 7 to August 31.

The campaign featured a purchase offer of ₹5,000 to receive ₹10,000 worth of benefits, along with a lucky draw opportunity for 175 winners.

Our creative involvement focused on communicating the offer through campaign messaging and promotional visuals that made the benefits easy for customers to understand.

5. Festive and Special-Day Campaigns

Festivals and special occasions provide opportunities for brands to connect with audiences through timely and culturally relevant communication.

For Popees, we developed occasion-based creative directions that considered the brand’s identity, visual preferences and family-oriented audience.

Our work included communication for:

• Janmashtami.
• Onam.
• Ganesh Chaturthi.
• Navratri.
• Other seasonal and special-day occasions.

Each creative required a balance between the relevance of the occasion and Popees’ brand personality.

Creative Exploration: Navratri’s Nine Colours

For Navratri, one of our creative explorations considered representing the festival through its nine associated colours rather than relying on direct religious imagery.

This approach offered an alternative way to interpret the occasion visually while keeping the communication aligned with the brand.

6. Retail Marketing and In-Store Communication

Our creative support extended beyond digital platforms into Popees’ physical retail environments.

Retail communication plays an important role in connecting advertising campaigns with the actual customer experience at stores.

Our work included:

• In-store promotional printables.
• Flyers and promotional leaflets.
• Retail campaign collateral.
• Offer communication for store environments.
• Print-ready creative adaptations.
• Customer-facing promotional materials.

The objective was to maintain consistency between the brand’s digital communication and its physical retail presence.

7. New Store Launch Campaigns

As Popees expanded its retail presence across different locations, we supported store launches through location-specific digital communication.

Each launch required a creative approach that could introduce the store, build anticipation and communicate the opening details to the local audience.

Our scope included:

• Store-opening announcement creatives.
• Teaser campaigns.
• Opening-date announcements.
• Countdown creatives.
• Launch-day communication.
• Post-opening communication.
• Location-specific copywriting.
• Regional and bilingual creative adaptations.

Mysore Store Launch

We developed digital launch communication for Popees’ Mysore store, supporting the brand’s retail expansion with location-specific creative assets.

Irinjalakuda Store Launch

For the Irinjalakuda launch, the creative direction included the teaser line:

“Something Innocent is coming to Irinjalakuda.”

The teaser was followed by opening-date communication for September 21.

The wider launch communication scope also included bilingual messaging, invitations, countdowns and video or static assets, depending on individual campaign requirements.

9. AI-Assisted Creative Development

AI-supported visual development became another area of creative exploration during our engagement with Popees.

We explored emerging creative tools to develop campaign imagery, animation concepts and visual presentations while keeping the brand’s intended look and feel in mind.

Our AI-assisted creative work included:

• AI photoshoot moodboard development.
• Visual exploration for the Parents Approved campaign.
• AI-assisted animation concepts for the Full of Love story series.
• AI-generated visual concepts for quality-led content.
• Early-stage campaign visualisation and presentations.

The creative direction focused on soft, appealing and non-flashy visuals that suited the brand’s preferences.

For us, AI was an additional creative tool for exploring possibilities, developing ideas and visualising concepts during the campaign development process.

10. Regional Communication and Audience Adaptation

With retail communication spanning multiple locations, adapting messaging to regional audiences was an important part of the engagement.

We supported location-specific communication while maintaining consistency with Popees’ overall brand identity.

This included:

• Location-specific store launch campaigns.
• English and regional-language copy adaptations.
• Bilingual launch communication.
• Localised promotional messaging.
• Creative adaptations for different retail markets.

The aim was to make each communication relevant to its intended audience without losing the familiarity of the overall brand.