Anita Dongre vegan accessories
Loved by animals
Positioning, Launch Campaign, Print Ads, Digital Campaign
Because we believe that design has a purpose
Guided by the conviction that design serves a higher purpose, Pulp India were asked to launch a collection of accessories by House of Anita Dongre crafted from vegan leather, Mirum. This innovative material is plant-based, allowing us to adorn each piece with a symbolic love seal for animals. Anita Dongre’s commitment is unwavering: no animal cruelty, no harm inflicted.
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Anita Dongre, a longstanding advocate of sustainability, has played a pivotal role in this journey. Together, we rolled up our sleeves and delved into the heart of our mission. Collaborating with an animal shelter housing over 500 creatures, Pulp found its ambassadors – those who epitomise the essence of pure affection. This endeavour truly manifests love, transcending boundaries and embracing all life forms.
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How do we launch vegan accessories of one of the top fashion houses in the country, so that we get noticed not so much for the sake of it but for the real pur-pose, to do something good, to do something responsible?
Our campaign revolves around the ethical story behind the creation of the vegan leather bags and the positive impact it has on animals. The use of cruelty-free, plant-based materials not only reduces harm to animals but is also loved by them.
