The ad campaign for 2015, was in keeping with the theme of #GoSlow that we introduced in the diary for the same year. I really believed in the slow lifestyle, it was a treat writing the copy with Beverly Bathija & working with Sheila Bedi for this campaign.
Craftsmanship at Hidesign has always been slow. Vegetable tanning, cutting leather by hand, solid brass fittings which are individually sand cast, small groups of production, hand rubbing and waxing each bag are the norm at Hidesign. This year’s marketing campaign highlights these values and lifestyle, embodied by the brand, long before they became fashionable.
The campaign features a series of exquisite photographs shot around Pondicherry by sculptor and photographer Mr. Rupert Lorhaldar of Bangalore. Each ad features an image of the ‘slow’ lifestyle along with a photograph of the handcrafting process of a bag, shot in Room no.5 at Le Dupleix, where the brand was founded 37 years ago.