Kapad, 2020

Birthday suit..?

Social Media Content Content Strategy Social Media Marketing
By Wit and Chai
Client Brief

Kapad, a sustainable fashion brand based in Pune, wanted to create a content centric campaign online which brought attention towards their brand.


A campaign called “Birthday Suit” was meticulously planned.

The key concept behind this campaign was that the best sustainable clothing is the birthday suit, i.e. being naked,

However, if you're  not into that, Kapad is the second best.






  • Creatives with visually intriguing pictures showed that Kapad’s sustainable clothing is the second best clothing after no clothing at all.

  • A targeted digital media strategy on Facebook and Instagram was executed to drive traffic to Kapad’s social media handles.

  • A number of local influencers with a following range of 10k - 15k  followers were also roped in for the campaign to generate hype about the brand.


The following results were achieved within one week of the campaign launch: 

  • 20x ROAS (return over the ad spend)

  • Rs.6.24 as the lead cost,

  • 67.38% responses came from the target demographic of 24-44 year old women. 

To create a sustainable impact on the environment, eye catching campaigns like these are an absolute must which highlight the importance of sustainability in a way that appeals to the audience indirectly.



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