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Fall in love with Kulfi’s Main Match Concealers
Our campaign concept, ‘Be Your Own Main Match,’ was born from a desire to challenge societal norms and promote self-love. In South Asian culture, there's immense pressure around marriage. Women, especially, are conditioned to be suitable wives—flexible and self-sacrificing. We chose to flip this entire notion on its head. By featuring real stories from the Kulfi Community, we celebrated the beauty of self-empowerment and the importance of being your own match.
In keeping with the brand's playfulness, Super Spicy created fun and catchy product names reminiscent of your favorite nostalgic childhood treats like: Sunny Sitafal, Extra Elaichi, Pome Pome, Lychee Licks, Ice Ice Berry, and Coco Crush.
ART DIRECTION
We selected 12 individuals from the Kulfi Community, each representing diverse genders, sexual orientations, and cultural backgrounds. Through their stories, they offered honest perspectives on love and identity. The result? A resonant campaign that highlights the importance of self-worth and breaks away from traditional expectations. The campaign challenged norms reinforcing Kulfi's identity as a brand that fosters inclusivity and celebrates South Asian beauty in all its forms.
Credits:
Campaign Photographers: Colette Aboussouan and Kimber Capriotti; Product Photographer Naoya Fujishiro; Production: Underhill Film
