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Hidesign launches autumn-winter ad campaign

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MUMBAI: Hidesign, leather goods manufacturer based in Pondicherry, has launched its autumn-winter 2012-13 ad campaign, Lady Godiva.

The campaign conveys the power and elegance of a woman as she carries her Hidesign bag, the company said. It has been conceptualised by Beverley Bhatija while the art director of the campaign is Vrushali Gurjar.

The new series of ads feature models like Kanishtha Dhankhar (ex-Miss India-World), Ivana and Nitin Gupta.

Bhatija said, "The concept has evolved from the brand‘s original campaign on the making of a bag, now to the emotional high that is unique to owning a handcrafted Hidesign bag."

The campaign aims to evoke the values that Hidesign is recognised for - a strong connect to nature, the romance of adventure, exquisite craftsmanship and an interest in all things off-beat, the company said. It has been photographed by French photographer Dinh Thi Tien who is working with the brand since last seven years.

Hidesign president Dilip Kapur added, "Hidesign connects to the young and self-confident, internationally, through the raw sensuousness and beauty of natural leather and great craftsmanship. Dinh‘s powerful photography reignites the sense of adventure and wonder that our first ad campaign had experienced!"

The campaign will be introduced on Hidesign‘s website, at all exclusive Hidesign stores, and will appear in fashion and lifestyle magazines, online portals and outdoor hoardings.

The brand has recently launched exclusive stores in emerging metros such as Mysore, Aurangabad, Kanpur, Nagpur and Dimapur, and the campaign will be showcased in these cities through hoardings and print ads to boost awareness.

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