Kantilal Chhotalal is a wholesaler of solitaires and solitaire jewelry. While its heritage is well know in the industry, it wanted to expand its marketing and distribution across the global. The key challenge was to create a strong, minimalist ad campaign which spoke about the brand and its values. Having a strong product story and market positioning, the challenge was to create as much brand awareness and call to action as possible. The ‘Thinking Big’ campaign was their main stay communication tool until recently which is when it was extended to ‘Don’t Just Think Big’ campaign. Combined these campaigns have been running over the last 8 years.