Mumbai, 03/10/23: Chennai, a city known for its rich cultural heritage and thriving IT sector, has witnessed a remarkable union of tradition and modernity at the launch of the second Imagine Apple Premium Partner Store. Aaiba Design, the creative force behind this spectacular project, has seamlessly blended the essence of Chennai’s culture with Apple’s cutting-edge technology, resulting in an awe-inspiring retail experience.
In a city where art, music, dance, and technology converge, the challenge was clear: create a space that resonates with the diverse sensibilities of Chennaites. To bridge this gap, Aaiba Design ingeniously fused two elements dear to both worlds – sound and color.
The project’s highlight was the creation of a unique sonic identity by blending Apple’s iconic ringtone with traditional Chennai sounds. This audio innovation was exclusively composed by Gaurav Korgaovkar, and the tune stirred the emotions of Chennai’s people while establishing a profound connection with the brand. Gaurav mentioned “Adding the instruments and musical elements from such a rich culture to an already famous tune proved to be quite a challenge. After numerous iterations, we managed to achieve a tone and a set of instruments that not only complemented the tune but also vividly showcased Chennai’s culture.”
Speaking about this, Saurabh Chandekar, Founder of Aaiba Design, said, “When working with an international product line and a national brand, creative thinking is confined by existing mandates and brand boundaries. Our approach focuses on creativity infused with culture, bridging connections among people by speaking to their hearts. In this project, the centerpiece was a tune that stirred the emotions of Chennai’s people while forging a deep connection with the brand.”
Furthermore, Harish Suvarna, Business Head, said, “Working for a global brand associated with a national brand is challenging because one’s creative thought gets constrained by brand guidelines and current mandates. However, to engage the people of Chennai, our strategy was to develop disruptive communication while emphasizing creativity, culture, and Apple ringtones. The campaign’s main attractions were the bright graphics and the specifically composed, distinctive tune. These elements were carried forward on various additional platforms, including print, outdoor advertising, social media, cinema, on-ground, etc.”
Tanvi Dhapare, Strategy Head, and Apeksha Soparkar, Content Curator, said, “The Chennai Imagine store launch successfully blended Imagine, Apple, and Chennai’s culture through technology, color, and sound. A special audio tune represented both Chennai’s culture and innovation. Effective content management and curation were key to flawless execution.”
The Aaiba Design team, working diligently to balance brand minimalism with vibrant colors, successfully created a masterpiece that captures the essence of both Imagine and Apple. Their dedication and creative prowess have left a lasting impression on Chennai. The Imagine Apple Premium Partner Store in Chennai is a testament to the harmonious blend of culture and technology, setting a new standard for retail experiences in the city. Aaiba Design has once again demonstrated its ability to transcend boundaries and create something exceptional.
The campaign’s impact was spectacular, with impressive reach and engagement across multiple platforms, including YouTube, Instagram, radio, cinema, and more.
- YouTube Video Reach: 171,000
- Instagram Reel Views: 798,000
- Instagram Shares: 500+
- Ringtone Downloads from the Website: 1,500
- Print Reach: 985,000
- Radio Reach: Over 2 million across Red FM and Mirchi
- Cinema Ad Impressions: 35,539
- PayTM Impressions: 21,018,175
- Overall Reach: 8,961,754
Overall, the Imagine Apple store was nothing less than spectacular.
