Nagar Chasma Ghar.
At a glance
- Client
- Nagar Chasma Ghar
- Sector
- Fashion
- Year
- 2024
- What we did
- Brand Positioning, Brand Messaging, Creative Direction, Photoshoots, Campaign Films, ATL + BTL Communication, Event Strategy and Execution
Overview
Nagar Chasma Ghar has been Ahmedabad's answer to "my glasses just broke" for over 60 years, which is a great reputation to have and a terrible one to be stuck with. Third generation now running the family business, and the shop had quietly outgrown the job everyone still assumed it had, like a chef still getting hired for birthday parties after opening a fine-dining restaurant.
The old positioning wasn't wrong, it was just retired without anyone telling it. Nagar had spent six decades earning trust as the emergency fix, the place you go when a lens pops out mid-Tuesday. What it hadn't earned was the identity of somewhere people actually choose to browse. So Because didn't throw out 60 years of goodwill, that would be insane, it just gave that goodwill somewhere new to go: from "reliable when things break" to a premium destination confident enough to compete with international eyewear brands instead of just the optician two shops down.
Services
- Brand Positioning
- Brand Messaging
- Creative Direction
- Photoshoots
- Campaign Films
- ATL + BTL Communication
- Event Strategy and Execution
Challenge
We repositioned Nagar from "a shop you go to when glasses break" to "a premium eyewear destination." We formed an internal team specialising in eyewear communication — styling, lighting, art direction — so the brand would match international presentation standards. The 60-year legacy became an asset, not a liability.
Solution
Premium, editorial eyewear photography that rivals international luxury brands. Real cultural contexts — Uttarayan celebrations, weddings — grounded in Ahmedabad while feeling globally sophisticated.
Execution
In-house campaigns with international-quality output. The Uttarayan eyewear story placed frames in real kite-flying settings. The wedding collaboration had us gatecrash real weddings to capture authentic moments. We also launched Nagar Couture — elevating the brand into fashion territory.
