Chumbak: Creating A Unique Brand Identity

/ / Digital Marketing Auditor
Chumbak: Creating A Unique Brand Identity

Hey folks, this is your neighbourhood digital auditor back with another entry in our series on brand success stories. And today, we have a brand that has certainly made for itself. You might have heard of them – Chumbak. This brand has redefined quirky, vibrant retail in India. And here, I have explored the reasons behind their success.

Founded by Shubhra Chadda & Vivek Prabhakar, Chumak is more than just a lifestyle brand. It is a celebration of creativity, culture & colours. What once started as a souvenir brand in 2010 has evolved into a unique design-led powerhouse, now offering everything from home décor to fashion accessories.

In this post, I have uncovered the magic behind Chumbak’s distinct Brand Identity. Spoiler: there is a lot more that makes this brand truly one of a kind. So, let’s dive right in.

The Creative Vision Of The Founders

To truly understand the successful rise of this brand, we must first look at the folks behind its creation.

When Shubhra Chadda and Vivek Prabhakar founded this company in 2010, they did so with a clear mission: to bring a burst of colour, creativity, and quirkiness to Indian retail. The idea behind this was conjured up during one of their travels when the founders realised that there was a gap in the market for souvenirs & lifestyle products — especially those that celebrated Indian culture. This is the gap that the brand targets.

From the very outset, it was clear that creativity would be a cornerstone of the brand — the design was not just an element of thier products; it was the brand’s identity. This is something that is reflected in everything they do. Each piece from Chumbak tells a story rooted in Indian culture but with a global design appeal.

Another crucial aspect of their vision is their focus on expanding the brand’s identity beyond just products. The same creative energy flowed into their branding as well, creating a fun, relatable, and engaging brand personality.

Their Distinctive Branding & Design Aesthetics

What makes Chumbak truly stand out in the retail space is its bold, recognisable design aesthetics that effortlessly blend Indian culture with modern quirkiness. They have built a brand identity around fun, colourful designs that infuse daily objects with playfulness — turning everyday products into joyful expressions of creativity.

Elements That Define The Brand

  • Bright Colors & Bold Patterns: Their palette is filled with lively hues that capture attention & reflect optimism
  • Cultural Motifs with a Twist: You will find that Chumbak’s designs are rooted in Indian culture. They have a fresh, whimsical appeal that makes them so popular
  • Playful Product Range: Their designs are applied across categories. This creates a cohesive visual language throughout their offering range

Connect With A Young Audience

  • A Blend of Tradition & Modernity: Chumbak strikes a balance between nostalgia and contemporary tastes, making it resonate with urban youth
  • Storytelling Through Design: Every product is more than just functional—it is a conversation starter. It invites customers to embrace a carefree lifestyle, something that appeals to the younger audience

Brand Consistency Across Touchpoints:

  • In-Store Experience: Their retail spaces are as colourful and quirky as their products, offering an immersive shopping experience
  • Packaging & Social Media Presence: From product packaging to Instagram aesthetics, every element echoes Chumbak’s lively brand personality, creating a memorable, consistent experience

Marketing Campaigns & Collaborations

Till now, we have talked about brand positioning & how Chumbak has done a great job of finding a gap in the market and offering suitable solutions. However, we must understand that their success is rooted in their ability to create campaigns that reflect their quirky & design-centric personality. And to do all this while engaging customers across multiple channels.

The brand has executed multiple campaigns over the years. They have also entered into strategic collaborations that have significantly enhanced visibility & expanded their customer base.

Collaborations With Influencers & Celebrities

They have partnered up with influencers who embody the brand’s playful spirit. These partnerships have helped them create authentic content that resonates with the target audience while not deviating from their brand image. The latter part is quite crucial.

These collaborations have not only amplified the brand’s reach but also their credibility amongst the audience.

Successful Campaigns By The Brand

Chumbak has done a marvellous job of successfully blending creativity & marketing to establish a strong brand presence through a series of engaging campaigns & collaborations. Let’s look at a few of them:

1. #WithChumbak Campaign

     The first celebrity campaign by the brand was a big one — with Sara Ali Khan as the brand ambassador. The campaign focused on showcasing Chumbak’s lifestyle products through a storytelling approach.

    2. #BobbyMssing Campaign

      As part of their offline strategy, Chumbak launched this unique campaign to celebrate the opening of their Delhi store. They created intrigue by “losing” a popular bobblehead character, Bobby, and posted clues about his location on social media. The campaign did an excellent job of driving excitement around the new store launch and enhancing brand recall.

      3. End-of-Season Sale with Persona-Based Targeting

        Chumbak used personalised marketing to segment their audience into specific personas such as “fashionistas” or “home decor enthusiasts.” The campaign, offering targeted discounts and deals, effectively drove conversions while ensuring the messaging resonated with specific customer segments

        Community Engagement Through Social Media

        Another key strategy that Chumbak has employed — and quite masterfully at that, too — is utilising the power of social media. They have built a thriving community using platforms like Instagram, Facebook & Pinterest. Using these platforms, they have been able to successfully bring their quirky, design-driven ethos to life — which ultimately attracts even more audiences.

        They have also focused on UGC (User-Generated Content) Campaigns. Campaigns like #WithChumbak not only featured influencers like Sara Ali Khan but also invited users to share their own Chumbak-inspired spaces, creating a two-way conversation.

        Additionally, contests, polls, and interactive posts have helped Chumbak crowdsource ideas and gather customer feedback, reinforcing a sense of belonging within its audience. 

        My Thoughts

        One thing is pretty clear: Chumbak’s journey is a brilliant reminder that great brands are built on authenticity and creativity. They have crafted a niche by blending Indian culture with modern aesthetics, resonating with today’s audience.

        For me, Chumbak stands as a blueprint for brands that are looking to thrive in today’s market. As one can see, it is more than just about the products; it is about stories, relationships, and experiences. By standing true to their identity, Chumbak has created a brand that is not only loved but remembered.

        Leave a Reply

        Your email address will not be published. Required fields are marked *