Steve Madden - Pitch concept
Pitch date - May 2016
The Background
Steve Madden was considered a vanilla brand in the footwear category in India - a global brand for sure, but neither top of mind nor patently relevant to the Indian woman.
The Ask
- to introduce the upmarket Steve Madden attitude that resonates with the Indian woman
- to be fun and quirky (perfect for the international TG), bold but relatable (for the Indian TG), recognizably international (for everyone)
- to be fun and quirky (perfect for the international TG), bold but relatable (for the Indian TG), recognizably international (for everyone)
Approach
The brief was largely an exercise in vanity and optimizing the global brand identity while crafting a message and tone that was not only relevant to the Indian woman but also a strong foundation the brand could own.
What do women want?
- To feel good, not just look good
- To stand tall - shoulder-to-shoulder with the best.
- To feel good, not just look good
- To stand tall - shoulder-to-shoulder with the best.
The idea
HEELS WITH A VIEW
#ElevateYourself
HEELS WITH A VIEW
#ElevateYourself
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