ITC products were already popular in Chennai.
The brief
The problem was that when people wanted them, they were buying them everywhere else. ITC Store needed to become the place Chennai thought of first when it was time to stock up.
The insight
In Chennai, cinema doesn’t stay on the screen. It becomes a language, a mood, a way of responding to everyday life. And few things captured that better than Thalapathy’s “Naa Ready”.
The phrase had already become a cultural shorthand for being up for whatever came next. That was exactly the territory ITC Store needed to own.
What we did
We turned “Naa Ready” into a hyperlocal campaign for ITC Store, making Chennai the star and its people the “Thalaivas” of their own lives.
The campaign showed up wherever those everyday challenges and occasions did, from social and influencers to WhatsApp, the ITC Store website and media partnerships with Meta, Criteo and Flipkart. Local festivals, local buying habits and local humour all became part of the communication.
And wherever Chennai was ready for something, ITC Store was ready with them.
