Our Work
CRIMZON
Repositioning a modern footwear brand through storytelling, scale, and consistency.
Crimzon is a contemporary women’s footwear brand with a loyal following across India. When Ripple Reach came on board, the brand had strong products and visibility, but its digital presence needed fresher storytelling and a stronger narrative direction. Our focus was to evolve the content from product led to more human, aspirational, and campaign ready across launches, sales, and retail moments.
Evolving the Brand Narrative
As the brand grew, its creatives began to feel repetitive and highly product-focused. There was an opportunity to bring in more personality, emotion, and storytelling without losing its premium positioning.
We worked closely with the Crimzon team to shift the content approach towards:
We worked closely with the Crimzon team to shift the content approach towards:
-
Human-led communication
-
Consistent storytelling formats
-
A refined yet relatable visual language
Humanising the Brand
We introduced Sonali Dalwani, Crimzon Founder, as the face of the brand , allowing audiences to connect with Crimzon beyond the product. Her presence added relatability and warmth, helping build trust and familiarity over time.
To support this, we developed recurring content formats such as “What’s On My Desk”, creating a recognisable content IP that blended lifestyle, personality, and brand values into one consistent narrative.
To support this, we developed recurring content formats such as “What’s On My Desk”, creating a recognisable content IP that blended lifestyle, personality, and brand values into one consistent narrative.
Sonali Dalwani
Key Campaigns
Kala Ghoda & Delhi Store Launch
The Kala Ghoda store launch marked an important moment for Crimzon as a brand rooted in design, culture, and city relevance and the Delhi store launch was the first time Crimzon stepped into another city.
For both these campaigns, we:
For both these campaigns, we:
-
Crafted a narrative that went beyond just announcing a store
-
Built anticipation through visual storytelling and on-ground moments
-
Aligned online content with offline experiences to create a cohesive launch presence
The result was a launch that felt premium, cultural, and distinctly Crimzon, with strong engagement both online and at the store.
Key Campaigns
Kala Ghoda & Delhi Store Launch
The Kala Ghoda store launch marked an important moment for Crimzon as a brand rooted in design, culture, and city relevance and the Delhi store launch was the first time Crimzon stepped into another city.
For both these campaigns, we:
For both these campaigns, we:
-
Crafted a narrative that went beyond just announcing a store
-
Built anticipation through visual storytelling and on-ground moments
-
Aligned online content with offline experiences to create a cohesive launch presence
The result was a launch that felt premium, cultural, and distinctly Crimzon, with strong engagement both online and at the store.
Black Friday Sale Campaign
Black Friday required a careful balance, driving urgency and sales without compromising the brand’s luxury positioning.
Black Friday is Crimzon’s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since it’s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brand’s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
We:
Black Friday is Crimzon’s single biggest sale moment of the year. A high-intent, high-traffic online, only property that the brand builds significant momentum around. Since it’s the only large-scale sale Crimzon runs annually, the campaign needed to create urgency and drive conversions, while still protecting the brand’s luxury positioning. The challenge was to make the communication feel elevated and aspirational and without slipping into loud, discount-led messaging. And for the this property,
We:
-
Conceptualised sale creatives that felt elevated, not loud
-
Worked closely with the ads team to ensure visuals were conversion-friendly
-
Designed assets that translated seamlessly across social, website banners, and offline touchpoints
The campaign delivered high-performing, sale-driven ad assets while maintaining Crimzon’s aspirational identity.
Beyond Campaigns
In addition to social media and campaign execution, Ripple Reach played a key role across multiple brand touchpoints:
1
Supported 3 major
store launches
store launches
over two years with integrated online and offline storytelling
2
Conceptualised and
executed
executed
campaigns for Crimzon’s OTT pair, Future Archives
3
Delivered offline
creatives
creatives
website banners, and product launch assets
4
Ensured visual and
narrative
narrative
consistency across platforms
-
Brand-Led Content Strategy
We developed a strategy that aligned with Saroj’s strengths, fabric expertise, styling knowledge, and customer curiosity. -
Signature IP: Decoding Outfits
To make content more meaningful and searchable, we created a property called Decoding Outfits. Short, engaging videos showing how to turn fabrics into complete looks. -
Scroll-Stopping Reels & Visuals
We produced and edited short videos that highlighted fabrics in motion, styling transitions, and customer stories, creating higher visibility in feed and Explore. -
Consistent Posting & Community Engagement
With a clear calendar and posting schedule, we kept the audience engaged through timely festive content, tips, and a strong ORM to build the community.
