Based on a study conducted by the company which identifies the India Kings consumer as the urbane sophisticate, the campaign attempts to tug at consumer aspirations using a young achiever as the focus. The King's chess piece is used as a metaphor to depict the status values associated with the brand. This coupled with the tag line `rule the world' signifies the values of power and control that the brand is positioned on.

Making it Special: The ad campaign for `Special Editions' shirts from S&Y Millsportrays and projects the shirts as being ideal for everyday wear. The advertising for the brand being handled by Sunil Mahadik's Flagship Advertising is an intriguing one with the absence of any human element in the communication. The focus of the ad campaign is only on `shirts' -- set against interesting day to day life backdrops. Special Edition shirts for men were recently launched in Mumbai. The main task for the agency was to create a differentiating factor between `Special Edition' shirts and numerous other brands available within the same price range of Rs 375 to Rs 795.

While there is no sign of any human element in this three-ad series, colour has also been deliberately removed to add to the impact surrounding the product. There is an intentional deviation from the normal monotonous advertising in which a human model is shown wearing a colourfuls shirt amongst exquisite locales. Realisation may be drawn after reading the headline, which urges you to face the world or else -- the question is leftunanswered to the imagination of the target audience.