‘Growth’ was the Idea for Mint’s first ever Brand Campaign when we started working on it beginning of the year in Feb ‘20.
‘Growth’ stayed as the Idea post March too.
The Mindset of Growth was what all our minds were set on as the lens for the Brand. ‘Growth’ in the context of the business reader became the idea for the brand. Then Covid happened. And so did lot of introspection along with the client. But what we realised was that what was earlier an idea that we all felt very close to, has now become a hard reality that we are all living with – is Growth still as convincing an argument? And in questioning that it became very apparent that there’s no better time than now to talk about Growth. To adapt, to re-evaluate & re-purpose, to pivot with the mutating times.
So we knew that the idea was resilient enough to dig in its heels. The context and execution (given #wfh) had to pivot.
The making of the campaign was a testament to getting things done, no matter what.
A testament to staying in the lane.
And that’s what ‘Growth’ is.

Growth is…On.