The brand anchor.
Navy keeps the product message and the BSC identity together across every adaptation.
Bombay Shaving Company · Valentine’s campaign · 2022
Not your
usual couple.
A familiar gifting occasion, seen through a different pair. Ravi Dubey and Sargun Mehta fronted a campaign that brought BSC’s Valentine’s gift kits to audiences beyond the metros. I built the visual system that carried it across screens, stores, and the shopping journey.
Campaign-wide reach
80M
80M
impressions across channels, reported in the campaign case-study deck.
Where we started
A metro-coded occasion.
A much wider audience.
The brief was to make Valentine’s gifting feel relevant to small-town couples and first-time premium grooming buyers, while retaining BSC’s premium positioning.
The casting brought together recognisable faces from Bhojpuri and Punjabi entertainment. My responsibility was to translate that decision into a coherent visual language, then carry it through the campaign’s formats.
The creative system
Keep the brand recognisable.
Make room for the occasion.
The seasonal invitation.
Rose pink and a handwritten Valentine’s ribbon add warmth to the bold product headlines.
A system that travels.
The diagonal split, hero lockups, product callouts, offer badges, and CTA treatments form a repeatable set of parts.
One idea, every touchpoint
From the first impression
to the gift in the basket.
01
An unusual pair, made familiar.
The film introduces the couple and the gifting idea. My contribution covered motion storyboards and direction for the OTT cutdowns, working alongside the production studio.
02
The same message, in different spaces.
The couple, gift kits, and Valentine’s ribbon remain consistent as the composition moves between story, square, and landscape formats.
03
Three routes through the collection.
Each carousel keeps a shared visual language while changing the balance of product, offer, and campaign storytelling. Choose a route, then scroll through the sequence.
04
Keep the product in the conversation.
Animated creatives and focused gift-kit ads continue the campaign across the consideration journey.
05
Let the story lead into shopping.
The Amazon store develops Sargun’s Valentine’s surprise into a browsing journey. Product listings then bring the focus to what each kit contains and how it is used.
Amazon Brand Store / Scroll inside to explore
Product listing sequence
06
The campaign, on the shelf.
The same palette and gifting message extend to shelf strips, a poster, a dangler, and a wobbler. These are the retail artworks, shown as design deliverables.
What happened
A wider reach.
A measurable response.
80M
Impressions across channels
30%
Uplift in website visitors during the campaign
15%
Social engagement rate across organic and paid
50%
Retention increase versus the previous Valentine’s
Campaign-wide figures from the supplied Valentine’s case-study deck, which credits Social Samosa. They reflect the combined campaign, not design in isolation.
My role
Responsible for the system.
Close to the execution.
Visual direction
Colour, typography, master compositions, and reusable campaign components.
Commerce & retail
Amazon storyboard and Brand Store UI, desktop and mobile product communication, and in-store collateral.
Motion & collaboration
Motion storyboards and cutdown direction, working with brand, growth, e-commerce, production, and retail teams.
The lesson I carried forward: a campaign system needs to make the next asset easier to create, while keeping the original idea intact.