16. The crux of the matter People like to express themselves as a factor of their unconventional accessories. The ratio of the unconventional to the accessory should be directly proportional :) Nooka is in the business of destroying conventions with a futuristic attitude.
17. Who are we talking to? The youthful at heart who are new age and tech savvy.They like to tinker with things and experiment with form. They are not afraid to venture into a more digital world. Meet Tamara Ray. She is 24, an art curator with a bias towards the works of Salvadore Dali. She only eats at cafes with wi-fi and has the need to update her social profiles every hour. She likes to dress herself in sharp formals. However her personal favourite are linen pants and lots of silver jewellery. Meet Karl Khambatta. He is 27, the creative director at a renowned advertising agency. He brushes his teeth thrice a day and smokes only India Kings. He enjoys getting into intellectual debates and loves leaf green. He enjoys playing pranks, playstation and word zap online.
18. Brand personality Nooka , the new kid on the block is futuristic, a little over the edge and colourful. It is intelligent , open minded, accepts other people’s interpretations and swears by technology.
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