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Kumar Shirts | Affordable Men's Fashion
ABOUT KUMAR SHIRTS
Kumar Shirts is a 40-year-old Hyderabad menswear brand that sells quality shirts at honest prices to value-conscious Indian men. It had a strong offline presence and loyal customers. As shoppers moved to discovering fashion online first, the brand needed a stronger digital presence, a clearer voice and a deeper emotional connection with modern buyers.
Brand Strategy | Brand Storytelling
Social Media Marketing | Performance
marketing | E-Commerce Growth
OBSERVATION
For Kumar shirts, presence wasn't the problem - visibility was. Credibility existed. Product quality was strong. But social media lacked a unified voice, communication was product-heavy, seasonal opportunities were underutilised and no single platform connected content, campaigns and commerce.
OBSERVATION
We shifted focus from the product to the person wearing it. Every moment an everyday Indian man wanted to look good without overspending became a Kumar Shirts moment.
THE APPROACH
Repositioning "Everyday Hero ki Pasand"
01
Seasonal & Lifestyle
The brand tied to Indian moments, festivals and daily routines.
02
Product Showcase
Clear, price-led communication of the range. Every shirt, every price.
03
Community Content
Real customers, local stories, & everyday moments that built our authenticity, trust.
14 Months. One Consistent Platform.
27.2M+
Reach
603K
Engagement
42K+
Followers
245K
Link Clicks
CAMPAIGN 01
A Campaign
Built For 45°C
Designed for India's peak summer season, this campaign positioned Kumar as a brand that understands the realities of everyday life in extreme heat. Through high-frequency social content, seasonal storytelling, and performance-driven distribution, the campaign stayed relevant throughout the season while driving measurable business results.
Outcome
1.4K+
Orders
4.68X
ROAS
35K+
Engagement
880K+
Reach
CAMPAIGN 02
Real Customers. Real Influence.
By bringing real customers into the content ecosystem, We created a more relatable and trustworthy digital presence. From customer testimonials and shopping experiences to store visits and local stories, the campaign showcased the people behind the brand, strengthening audience connection and driving meaningful engagement.
Outcome
100K+
Views
50K+
Reach
1.5K+
Engagement
230
Profile Actions
CAMPAIGN 03
Dressed
For Every Celebration
Wedding season means multiple functions, endless invitations, and looking your best every time. This campaign positioned Kumar as the dependable choice for guests navigating every celebration, from Haldi mornings to wedding receptions. Through occasion-led content, festive storytelling, influencer collaborations, and performance-driven distribution, the brand remained relevant throughout the season while driving strong engagement and customer action.
Outcome
3.88M
Reach
7.4K+
Engagement
351K+
Followers
43K+
Link Clicks
E-COMMERCE MARKETING
Brief
Launched October 2025. One objective - build a scalable, efficient ecommerce operation alongside the social presence.
Outcome
1.4K+
Orders
4.68X
ROAS
35K+
Engagement
880K+
Reach
Strategy
Pincode-level targeting over broad national reach. Spend concentrated on geographies with proven demand. Pricing-led creatives throughout. Social learnings fed directly into ad strategy.
Execution
Catalog ads and bestseller creatives on Meta. Continuous optimisation on audience & spend. As data matured, underperforming audiences were cut and budget moved where it converted.