In North India, Glow & Lovely and Pond’s have long been household names, yet brand traction revealed sharp regional contrasts. While Indore responded positively, Lucknow showed a dip in resonance despite heavy media investment. This gap revealed that beauty codes were not uniform-Indore’s aspirations leaned toward modernity, ambition, and individuality, while Lucknow continued to prize grace, tradition, and relational belonging. What appeared modern and relatable in Indore risked feeling alien and excessive in Lucknow.

To bridge this divide, Jigsaw led Project Nazakat, a cultural decoding of values, etiquette, and shifting identity markers across both cities. The outcome was a set of regionally nuanced communication guidelines that ensured brand messages flexed with local cultural codes while retaining a unified intent. By embedding ‘Tehzeb’ and tradition into storytelling for Lucknow and striking aspirational chords in Indore, the brands found a way to help sustain relevance across markets without diluting their larger purpose.