We were tasked with launching Dunkin’ Donuts as more than just a Donuts and Coffee brand in India. It was going to be a ‘food cafe’, occupying the sweet-spot between a cafe and a QSR. We defined the personality of the brand as ‘that best friend with whom you have no inhibition whatsoever’. And the tone was that of a jester. It was a conscious decision to not define the brand further, and formulate the next step once we understood how people were taking to the brand. It clearly set the donut rolling. And the tone we defined helped the brand’s transition into the new campaign route of ‘get your mojo back’.