OPI launches its first ever ‘colourfully chaotic’ collection of nail paints

OPI is globally known for setting nail trends, curating collections inspired by landscapes, cities, festivals and pop-cultural icons. OPI India was rolling out their first entirely localised campaign.

The brief given to ting was to encapsulate the essence of India. Ting sought to bring elements of Indian culture and represent it in a modern contemporary manner - to reflect not just the country but also appeal to the core target audience of OPI India - Women between the age groups of 18 to 35.

The Challenge: Globally, OPI collections are curated for a country with the lacquer names being culturally relevant. With the Indian collection, we were given pre-existing products to be sold as duo packs that link back to India.

The Strategy: We were given 5 packs as an empty canvas to fill in and so we dived headfirst into all that defines our country – Food, Weddings & Festivities, Bollywood, Travel & Culture. We threw open the curation of this collection to our target audience. We got them to choose the colours that would make it to the pack, we roped influential women of India such as Alicia Souza an artist, Kusha Kapila a content creator and other powerful female figures

The Campaign: The campaign ‘Colorful Chaos of India’ stands to represent the myriad of colours that make our country home. The illustrations, the names, the logo unit are all inspired by the palette of India.