Popees
Making Parenting Moments Global
Client:Popees
The Challenge
As Popees prepared for global expansion—opening stores in Dubai and other GCC regions—it needed a digital identity that could transcend geographies. The goal: move from being a domestic name in baby apparel to a globally relevant, emotionally resonant brand.
The Insight
Product innovation met emotional storytelling. To appeal to all age groups, especially children, flavored juice concentrates were introduced. This small yet strategic shift transformed the product from a soda machine into a source of joy and refreshment. For many Malayalis, the idea of flavored soda at home was still novel—this gave the product new life.
The Shift
Sravia crafted a visually immersive campaign that honored the soil it spoke to. A 50-second ad film followed a young female traveler stranded in Kattappana after a car breakdown. With time to spare, she wanders through the lush terrain, marveling at golden-hued crops—cardamom, pepper, and more. The magic? The crops gleam like gold. As the film concludes, Bhima’s beloved animated mascot appears with a warm invitation to the new store, accompanied by the catchy jingle: “Sahyande swantham aayi Bhima” (Bhima, now the beloved of the Sahya hills).
The Strategy
Sravia stepped in to reposition Mr. Butler as a beloved household essential. The 1994 campaign featured veteran actor Thilakan once again, this time as a warm grandfather visiting his daughter and grandchildren. When served a soft drink, he’s charmed by its taste and surprised to learn it wasn’t store-bought, but homemade. His closing line— “Let me take this one. Tell your father to buy a new one” was a clever, humorous twist that made the message stick.
The Impact
The new direction strengthened brand resonance and emotional connection. Popees wasn’t just about soft fabrics—it became a brand that felt like family. With increased engagement, rising visibility, and a growing global footprint, Popees successfully stepped into its new role: a trusted companion in the parenting journey.
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