To give the city a wake-up jolt and make Ahmedabad ergonomics-conscious. There are a million furniture brands out there. We needed to break through the clutter.
We have a working culture wherein we sit for tong hours and have serious back related issues. No competitor in the industry selling office chairs had ever utilized this concept and hence we identified the gap and created the print ads. Sitting Culture- the name itself is very relatable to the urban Lifestyle. Ours is a sitting culture- a culture where we sit for more hours a day than we sleep. What more befitting a name for an ergonomics chair brand. The entire brand communication was designed with a knowledge sharing approach or lifestyle ailment like back pain and spine care, posture correction. The print ads highlighted through clever use of negative space- what a lack of an ergonomically designed chair can do to your back.