A.H. Wheeler & Co. bookstalls used to be a familiar sight at railway stations across India. So were the vibrant coin-operated weighing machines that would dispense your fortune along with your weight. I realised I had almost forgotten both until memories came rushing back after seeing Delhi-based fashion label Cord Studio’s recent campaign, Album ‘91.

Nostalgia and travel have always been intrinsic to Cord’s brand language, but this particular campaign combines the two in a nuanced and distinctly Indian way. Built around the theme of a typical Indian summer vacation in the 90s, the campaign has tapped into childhood memories of most millennials in the country.

It’s also found a huge international following, with reels dissecting the campaign’s visual language, including a big debate over its cinematic influence: Wes Anderson or the iconic Indian filmmaker Satyajit Ray, whom Anderson has always cited as a major inspiration. The international spotlight has also come with actor Carey Mulligan wearing three pieces from the label in season two of Netflix’s Beef.

We spoke to the founders, creative directors and life partners Neha Singh and Pranav Guglani about how the campaign came together and their creative journey so far.

Read here: https://www.itsnicethat.com/features/cord-studio-creative-industry-advertising-spotlight-290626