Tips & Toes Print ad Campaign

Author: Tagore BerryAuthor: Tagore Berry

Tips & Toes

Campaign 1997

Launch range of 80 shades


Consumer insight

• Women have a better colour recognition sense than men who sell it.

• When it comes to colours women do not want to compromise

• This learning came from seeing women behavior when they are buying blouses to match their sarees – women tend to see colours with very little variations


Market Situation 1997

• Lakme the market leader had only around 28 colour shades

• Tips & Toes with 18% market share could afford to offer larger shade range as it covered lesser outlets

• T&T introduces new family of coloursincluding French Manicure, Naturals, Pinks and Earthen range for the first time in India


Campaign Execution

• Was at 2 levels

– TVC uses the fun loving aspect of women and

how they like to play with colours

– Magazines used to show the non

compromising women, when it comes to the

clolour she wants

• Both the TVC and print campaigns went to win awards


Print Ads




Lifestyle

Tips & Toes Print ad Campaign