Happy And In­dian

VM&RD - - BRAND VOYAGE -

Right from your com­puter screens, it is out onto the street. A brand that spells In­dia through its prod­ucts; it’s Chum­bak. And to gear up your imag­i­na­tion, chum­bak.com has risen from dig­i­tal space to land as a brick and mor­tar store. Only, it is not imag­i­na­tion but a re­al­ity which now dwells on Ban­ga­lore’s CMH Road.

The essence of the brand Chum­bak lies in all that makes In­dia…well… IN­DIA. Common In­dian phrases and ex­pres­sions, the di­verse at­tire and core In­dian el­e­ments come through in an an­i­mated way which ex­presses the fun of the In­dian con­text and makes you go ’Oh yeah, that’s true!’ The em­pha­sis on the ricksh­walla to the bob­bling In­dian heads, Chum­bak brings out all. Well, to cat­e­go­rize it, it’s a gift store. But to let you in on a lit­tle se­cret, it is stuff you’ll just have to have for your­self!

Words of wis­dom: Em­pha­size, ex­ag­ger­ate and play hype with the unique­ness of your brand.

Chum­bak started its on­line play in 2010 and has not looked back ever since. In the phys­i­cal sphere they re­tailed with MBOs and as de­mand shouted, here they are to­day with a whop­ping 2400 sq ft store. The de­sign of the store di­vulges the character the brand wishes to por­tray.

Words of wis­dom: If you’ve got it, flaunt it.

At the store en­trance, the In­dian virtue of warmth and hos­pi­tal­ity is en­coun­tered. The ma­te­rial brick, the el­e­vated steps and the peek-a-boo win­dow pose as invit­ing el­e­ments. The pres­ence of a gate-keeper which is quite an In­dian style, is sym­bol­ized with the en­larged bob­ble head from the house of Chum­bak.

Words of wis­dom: Re­veal your ex­pe­ri­ence cards at the en­trance it­self and the cus­tomer will look for­ward to come in.

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