Cottonworld's journey to Pulp marked a pivotal moment when a 29-year-old brand sought more than conventional design oversight, campaigns, and communication strategies. Recognising the depth of this endeavour, Pulp embarked on a quest to uncover Cottonworld's true essence – its profound purpose. This purpose needed to resonate authentically, forging a deep connection with the brand's devoted audience. The challenge was to unearth Cottonworld's unique identity – a facet exclusively its own.

This quest led us inward, delving into the core of the brand's identity. Engaging in extensive conversations and leisurely strolls with the founders, we found that genuine insights often emerge during heart-to-heart discussions – and occasionally while exploring delectable street food. From spending time at their stores to observing customers' interactions and personally experiencing the comfort of their clothing (a definite bonus given Mumbai's sweltering climate), we immersed ourselves in the enchanting realm of Cottonworld. This immersion extended to embracing the brand's warm, hospitable family – a bond that transformed us into an integral part of their world.