The Rationale
The idea for this campaign was born from an apparent negative. The apartment project we were advertising was already named 'Orchid Piccadilly' before we were brought on. A name typical of a themed residential project, but this wasn't a themed project. In fact, there was nothing British about it whatsoever.
At this time, we had already positioned the brand with a witty and irreverent temperament. That is when we decided to flip this problem in our favour and went with the tagline "Nothing British about it".
With references to the "Kohinoor Diamond" and mentions of "Offending the British" the campaign went down well, apparently Indian society did have some pent-up colonial grief and we fed off it.
Outdoor
