Unlearning to learn
Not every day do you get an opportunity that challenges you to get out of your comfort zone and when it does come, it’s always better to approach it with an open mind. India is a diverse market and regional brands are an important aspect of its diversity. Mostly family owned businesses, these are strong brands in their own rights and share close bonds with their customers. Baramati’s prominent jeweller Jyotichand Bhaichand Saraf (JBS) reached out to us to strengthen their brand communication activities and with it gave us an opportunity to understand a set of consumers we had not actively spoken to before.