Growster, an NCR-based independent creative agency, has partnered with ethnic wear brand Libas to produce 30 films for its festive performance marketing campaigns. The mandate marks a new creative partnership, with Growster set to develop a planned volume of video assets for the brand’s festive marketing efforts.
The partnership will use Growster’s Predictable Creative Volume approach, which focuses on producing a consistent supply of distinct, testable creative assets rather than relying on one-off campaign films. For a category shaped by festivals, celebrations and changing purchase preferences, the approach gives brands more creative options to test different product stories, occasions and buying motivations across performance campaigns.
Commenting on the partnership, Harshit Arora, Founder, Growster, said, “We’re honoured to work with Libas. It is a brand woven into India’s retail culture and an iconic name in its category. We’ve always wanted Growster to work with brands that shape the fabric of Indian retail, and Libas is a strong expression of that ambition. Our Predictable Creative Volume hypothesis starts with a practical question: can a brand count on its next set of strong creatives being ready when it needs them? That takes planning, a clear understanding of the product, and a production process that can deliver consistently. This mandate gives us another opportunity to put that thinking into practice. Producing these 30 films is an opportunity to bring our thinking on creative volume to a brand with real cultural relevance.”
The partnership aligns with Arora’s ambition to establish Growster as a go-to agency for brands seeking performance creatives built around conversion objectives. The agency’s approach centres on delivering a dependable volume of creative work while ensuring that each film has a distinct idea and purpose.
Across its client work, Growster aims to help brands build a consistent pipeline of creative assets that can be tested against campaign objectives. This gives performance marketing teams more options to work with as audience responses evolve.
