Work / Carl's Jr
Launching Carl's Jr into India with digital brand creative bold enough to cut through.
Launching a globally recognised restaurant brand into the Indian market with bold, conversion-led digital creative.
Challenge
A globally recognised brand entering one of the world's most competitive food markets.
Carl's Jr was entering one of the world's most competitive and visually saturated food markets. The India launch needed to land with energy and confidence — instantly recognisable as a global brand, but fresh and relevant enough to capture attention on Indian social feeds. Generic brand adaptation wasn't going to be enough.
Approach
- Designed a campaign-led social and digital creative system built specifically for the India launch — rooted in the brand's bold, high-contrast identity but calibrated for Instagram and Facebook audiences.
- Prioritised immediacy and appetite appeal — creative that stopped the scroll, communicated fast, and left a clear brand impression.
- Maintained visual consistency across formats so the launch felt coordinated and deliberate rather than assembled.
Outcome
The campaign creative supported Carl's Jr's entry into the Indian market with a digital presence that felt confident and visually distinct — giving the brand a strong first impression on the platforms that mattered most at launch.
Visual frames from the project archive.
Visual frames from the project archive.
Continue