The brainchild of fashion entrepreneurs Neha Modi and Neha Tham, Pause re-imagines daily wear by incorporating interesting fabrics, an ultra-flattering fit and a stylish bohemian vibe. Debuted in 2016, this sustainable high street fashion label emerged from a friendship of ideologies, brought together by a mutual love for comfort, free expression and independence.
During the brands first year the strategy was to test the market via pop up events across the country. While doing this, the founders received their proof of concept, and saw a huge demand for their merchandise. In 2017, they were set to launch their flagship store in Mumbai and begin marketing and PR activities to further establish Pause as a brand.
Creative Co. was commissioned to assist the brand reach out to all relevant media, as well as conduct monthly marketing activations to keep the brand story fresh and current for consumers, as well as take over their social media handles. Our agency was also responsible for the flagship store launch.
The main strategy, was to build a distinctive and clear personality for the brand, and ensure that same messaging spread across all verticals of marketing, social media and events. We looked into every aspect such as what kind of pop ups events should Pause participate in, to redefining the tone and language used on social media. A few collaborations we have done are with Avantika Khan and her daughter Imara, to launch the Lili Pause kids wear range which got featured on the cover of a leading child magazine. We also did strategic brand partnerships via pop up events at the Pause store to increase footfalls for the brand. The founders were also personally introduced to all leading magazines, to establish a one on one connect for sourcing and other requests. Creative Co. has also worked aggressively on celebrity styling opportunities for the brand, amongst other activations.