The Catch Beverages Summer Campaign was a multi-layered branding and advertising project aimed at introducing a new range of fruit-based juices to the Indian market. The brief focused on creating an impactful and youthful campaign that would resonate with a diverse, modern audience.We began with an in-depth study of Catch’s brand values, followed by extensive market research and competitor analysis to uncover fresh, culturally relevant narratives. Through this process, several creative directions were explored. Eventually, the concept that stood out was ‘JUS’ LOVE—a playful personification of each juice flavour into vibrant, human characters using makeup, styling, and digital art.

The project unfolded across multiple phases: scouting and casting models, conceptualising semiotic connections between faces and flavours, directing photoshoots, and leading the post-production process. Alongside the visual assets, we developed a comprehensive set of marketing collaterals—ranging from newspaper ads, posters, and danglers to caps, wobblers, and a dynamic Instagram content roadmap.This project not only pushed creative boundaries but also offered hands-on experience in art direction, team management, and brand storytelling across both traditional and digital mediums.