STANLEY: THE MAKING OF THE STAG In 2000, when OpusCDM started working on this exciting brand, driven by an entrepreneur who saw things in a different way and followed his instincts, the genuine leather upholstery market was nothing. Indian leather was doing the rounds and leather was an expensive article to risk sitting on. A small market. Stanley was about 2 years old then, having started in a small garage. Given the task of creating demand for more expensive genuine Italian leather as upholstery in cars, we began with shade cards and advertising in national magazines when the distribution was more local. As the entry into the furniture business looked imminent, we started pushing genuine leather for both cars and sofas, becoming the first in the market to do so. In a highly unorganised market, where contractors, carpenters and small timers abounded, connecting with the well-to-do of liberalised India was the answer. While the furniture production business started in 2001 in Bangalore and then in Delhi, Stanley Boutique, the retail chain, was born in 2004. A new stag was introduced in red, a distinct movement up from the old yellow logo in an attempt to contemporarise the identity. As the identity became more recognised and popular, we aligned the automotive business as well to this new iconic element, to create cost efficiences and better brand synergies. Stanley Boutiques opened across all large cities to a campaign that was built around 'So fa, so good' and, as an advertising agency and brand consultancy, we managed more than just marcom and brand DNA activities. Store management guides, sales training, partner meets, enhancing response mechanisms, designing a customer loyalty system, and partner and franchisee development were some of them. As the product profle evolved, and as various brands were added, so did the dynamics of communication planning. Ensuring that the brand delivered as both a retail destination for quality furniture and as a sofa that was about style and customisation was a challenge. In the year 2008-2009, Stanley was probably the most recognised furniture brand in the country, if not the most preferred. Positioning the brand as a premium one has enabled the brand to take a leap towards both the luxury and mid end markets. Fake stickers of the stag can be bought at places where you'll find those of the Ferraris, BMWs and Mercs. A testament to some superior products and some hard-working advertising. What you see here are snatches of some of the work, spread across the last 9 years.