How we broke the website, took the campaign to London, helped 500 stray dogs
and made poker cards along the way.
Lawyers said no to this campaign.
Lawyers said no to this campaign.
So we did it anyway.
For Rakhi, an Indian festival where sisters tie a sacred thread and brothers return the gesture with gifts, we turned a common problem into a brand prank.
Sisters could send their brothers an official looking “Legal Notice” demanding their Rakhi gift.
Promoting Salty’s gift boxes as the obvious way out.
So we did it anyway.
For Rakhi, an Indian festival where sisters tie a sacred thread and brothers return the gesture with gifts, we turned a common problem into a brand prank.
Sisters could send their brothers an official looking “Legal Notice” demanding their Rakhi gift.
Promoting Salty’s gift boxes as the obvious way out.
1,500+ legal notices were sent.
1,500+ legal notices were sent.
The idea spread quickly, driving a surge of traffic that briefly broke our website with the thousands of visits.
What started as a cultural joke turned into real sales across India.
The campaign was later featured in LBB London, Campaign India, and Social Samosa.
Earned a lot of earned media.
The idea spread quickly, driving a surge of traffic that briefly broke our website with the thousands of visits.
What started as a cultural joke turned into real sales across India.
The campaign was later featured in LBB London, Campaign India, and Social Samosa.
Earned a lot of earned media.
The State vs Stray Dogs
The State vs Stray Dogs
Rising rabies cases pushed the courts to consider relocating stray dogs into controlled centers, revealing a deeper problem: stray dogs had no visible identity.
As an accessories brand, we looked at the only accessory a dog truly has, its collar. So we created Charms of Change.
Purposeful, beautiful charms that signal vaccination, sterilization, and awareness, like “Girl Power” for female dogs. Small charms that turned collars into a system of identification and awareness, giving India’s stray dogs visibility and a reason to be protected.
Rising rabies cases pushed the courts to consider relocating stray dogs into controlled centers, revealing a deeper problem: stray dogs had no visible identity.
As an accessories brand, we looked at the only accessory a dog truly has, its collar. So we created Charms of Change.
Purposeful, beautiful charms that signal vaccination, sterilization, and awareness, like “Girl Power” for female dogs. Small charms that turned collars into a system of identification and awareness, giving India’s stray dogs visibility and a reason to be protected.
Probably the most fashionable deck of cards ever played.
Probably the most fashionable deck of cards ever played.
We designed a deck of poker cards for Salty where every one of the 52 cards featured a unique Salty accessory. Aces carried our hero signature pieces. Nines showed nine rings. Every card matched the number it represented, turning a simple deck into a playful catalog.
Launched during Diwali, the deck quickly became the most loved add-on to Salty’s festive accessory boxes and continues to be the number one add-on.
We designed a deck of poker cards for Salty where every one of the 52 cards featured a unique Salty accessory. Aces carried our hero signature pieces. Nines showed nine rings. Every card matched the number it represented, turning a simple deck into a playful catalog.
Launched during Diwali, the deck quickly became the most loved add-on to Salty’s festive accessory boxes and continues to be the number one add-on.
Did we put the website on rent?
Did we put the website on rent?
Yeah, we did.
On Human Rights Day, we put our most valuable digital asset, the homepage hero banner, on rent. Anyone could submit a message and we would publish it.
From rants and love letters to philosophical thoughts and pure chaos, the homepage became a public board for whatever people wanted to say. NGL, it was so much fun.
Yeah, we did.
On Human Rights Day, we put our most valuable digital asset, the homepage hero banner, on rent. Anyone could submit a message and we would publish it.
From rants and love letters to philosophical thoughts and pure chaos, the homepage became a public board for whatever people wanted to say. NGL, it was so much fun.
"F**king creative” is how I would like to describe Gaurav.
His contribution to Salty can be felt in almost all areas of the business. From brand marketing to social media, cutting across all the formats & forms of communication, be it words, design or a motion film/video. He is one of the best creative leads who knows how to get the team to come up with concepts & ideas that not just work, but stand out from the clutter in the market.
His contribution to design, especially conceptualising packaging for gift boxes, delivered some of the best products in the market and when it comes to Salty, the evergreen bestsellers that have earned a few tens of crores for Salty.
The list goes on & on…"
"F**king creative” is how I would like to describe Gaurav.
His contribution to Salty can be felt in almost all areas of the business. From brand marketing to social media, cutting across all the formats & forms of communication, be it words, design or a motion film/video. He is one of the best creative leads who knows how to get the team to come up with concepts & ideas that not just work, but stand out from the clutter in the market.
His contribution to design, especially conceptualising packaging for gift boxes, delivered some of the best products in the market and when it comes to Salty, the evergreen bestsellers that have earned a few tens of crores for Salty.
The list goes on & on…"
-Sai Thota
D2C, Revenue Head at Salty