The document proposes repositioning the brand of Khadi Bhandar, a family-run khadi business. It suggests renovating three store locations with a new color scheme and uniforms for employees. A youth section called "You" will offer kurtas and kurtis. The communication strategy includes print ads in magazines, out-of-home ads on hoardings, and a television commercial with a budget of 17.5 million rupees. The goal is to modernize the brand's image while retaining its heritage.

1. GANDHI KHADI BHANDAR
KHADI & YOU
Photo by Soulquest.lifestyle

2. THE
BACKGROUND
Photo by Tom Wachtel

3. Khadi Bhandar is a family run
business looking to use
Advertising to reposition its brand.
Here’s what we suggest.
Photo byCristiano Oliveira

4. REPOSITIONING
Photo by photonate.com

5. We suggest a store redesign.
Arrangements according to
product categories and soft
lighting will be the principle
changes.
Colour Scheme: Yellow &
Orange to match Kesari with
Bhagwa.
Store attendants will wear
comfortable uniforms woven in
Khadi.
Uniformity will be ensured in all
stores.
Photo by Der Wunderbare Mandarin

6. The locations we have
chosen for the stores are
Fergusson Road,
Koregaon Park and
Hadapsar.
Photo by Shira Golding

7. A dedicated youth section will
comprise of kurtas and kurtis. The
section will be called You.

8. COMMUNICATION
STRATEGY + BUDGET
Photo by Liz West

9. Our communication mix consists
of TVC, OOH and magazine
advertisements.

10. KHADI & YOU

11. PRINT
CONDE NASTE GAGA FEMINA HELLO
PUNE TIMES PUNE MIRROR SAKAL TIMES
INR 4,500,000
Photo by Joel Bedford

12. Wear history.
Rich in morals and ideals.
Reference photo from Khadi
KHADI & YOU

13. Wear legacy.
Unshaken by time or space.
KHADI & YOU Reference photo from Khadi

14. Wear music.
Preferably folk and fusion.
KHADI & YOU Reference photo from Khadi

15. Photo by Joel Bedford

16. Hoardings
Aurora Towers Square (90’’ x 20’’)
Building wrap + Backlit: INR 10,000,000
Good Luck Chowk (20’’ x 10’’)
INR 1,500,000
Airport Rd (20’’ x 10’’)
INR 1,500,000
Photo by J Mark Dodds

17. That was Razor Sharp.
Photo by Zorin Denu