GINI&JONY

Gini & Jony had the retail footprint. What it didn’t have was a reason to show up in the scroll.

The brand had gone quiet on social media. Its casting still leaned heavily on global-looking faces, a choice that made the brand feel borrowed rather than rooted in the country it actually sells to. The kidswear category online is uniformly the same anyway: child influencers, product grids, feature lists without context. Standing apart meant looking like an Indian brand again, not just posting more often.

We took over social media management and rebuilt the casting language from there. We brought in faces with a real ethnic range, moving away from a narrowly Western aesthetic and toward a mix that actually reflected Indian families. Alongside that, we found that parents don’t lack choices. They lack decisiveness. What to buy for which occasion, what works across multiple events, how to build a wardrobe that earns its keep. We built content around exactly that: styling advice, occasion-based outfit ideas, and storytelling that helped parents decide rather than just scroll past.

In parallel, we handled creative direction and end-to-end production for the brand’s AW ’25 collection catalogue, managing over 1,000 SKUs. We moved away from sterile retail imagery entirely, designing contemporary sets, directing lookbooks, and producing stylised flat-lays that felt current without losing the warmth the brand is known for.

The result was a social presence and a catalogue that finally looked like the same brand, current, local, and built for the parents actually buying from them.