LifeWear (Orthopaedic Soft Goods)

Lifewear, a US-based orthopaedic soft goods brand, entered the Indian market with a mission to empower individuals to “Keep Moving” by offering innovative, high-quality, and affordable solutions for pain management and injury prevention. Unlike competitors that focused solely on products for pain relief, Lifewear aimed to establish an emotional connection and promote an active lifestyle.

To bring this vision to life, Lifewear partnered with renowned cricketer and athlete Mahendra Singh Dhoni, a symbol of resilience, fitness, and humility, whose universal appeal and relatability made him the perfect brand ambassador to connect with diverse Indian demographics.

Our strategy began with developing a cohesive brand communication framework centred on the message, “Don’t Limit Yourself with Pain, Keep Moving with Lifewear.” This idea was brought to life through a high-impact brand film featuring MS Dhoni, conceptualised and executed to motivate individuals to overcome physical limitations and embrace an active lifestyle. Alongside the brand film, we conducted a detailed photoshoot with MS Dhoni to create a suite of versatile visual assets. These assets were seamlessly integrated across packaging, ensuring a strong on-shelf presence; marketplace listings, enhancing product discoverability; and social media, driving engagement through compelling campaigns.

To establish a strong digital footprint, we designed and developed the Lifewear website from the ground up, ensuring it embodied the brand’s vision while offering a user-friendly interface, precise brand message and detailed product listing. The website resonated with the brand story and digital commerce, aligning the customer journey with Lifewear’s mission.

The strategy focused on showcasing the emotional and functional benefits of Lifewear’s products, while the endorsement by MS Dhoni amplified the brand’s credibility and reach. This comprehensive multi-channel approach successfully positioned Lifewear as a trusted partner for individuals seeking to live active, fulfilling lives.