Brand Tone

playful, witty, and culturally proud

Brand Values

• •Cultural Celebration
• •Individuality and Self-Expression
• •Humor and Laughter
• •Quality and Affordability
• •Community

Best Practices

• •Embrace the Pun: Continue using clever wordplay and puns related to Indian culture and modern slang. This wit is a key part of the brand's personality.
• •Stay Culturally Connected: Always tie the messaging back to the core concept of celebrating South Asian culture, whether through movie references, cultural in-jokes, or shared experiences of the diaspora.
• •Use "We" and "You": Write in a conversational manner that speaks directly to the customer. Using "we" to talk about the brand and "you" to address the customer creates a sense of community and direct engagement.
• •Keep it Energetic and Confident: The language should always be upbeat, bold, and confident. Avoid passive voice and corporate jargon. Phrases like "rebellion against the mundane" and "get SanSCARred" are great examples to build on.
• •Hashtag Strategically: Continue to use a consistent set of core hashtags (#SanSCARi, #IndianStreetwear, #DesiVibes) while also incorporating campaign-specific or product-specific tags to broaden reach within the target niche.

Social Perception

a fresh and authentic brand that successfully blends cultural pride with contemporary streetwear fashion, perceived as a go-to for unique, stylish, and comfortable apparel that allows customers to celebrate their roots while embracing individuality.

Copy Examples

• •Stop the scroll. Our new 'B'wood Remix' collection just dropped. We took your favorite classic Bollywood moments and gave them a fresh, edgy twist. Wear the story. Be the vibe. #SanSCARi #BollywoodRemix #IndianStreetwear
• •What goes around comes around... on a super soft, oversized tee. Our 'Karma' tee is here to serve looks and cosmic justice. Get yours before it comes back to haunt you. 😉 #Karma #Streetwear #SanSCARi
• •Being 'cultured' doesn't have to be boring. At SanSCARi, we mix tradition with a little bit of rebellion. Celebrate your roots, your way. Bold, unapologetic, and 100% Desi. #CelebrateYourRoots #DesiVibes #SanSCARi
• •(Image of two different t-shirt designs) Which vibe are you today? The 'Bad Influence' or the 'Apna Time Aayega'? Vote now and tell us what you’re manifesting! #OOTD #SanSCARiStyle #DesiCool
• •Tired of overpriced, uninspired streetwear? So were we. That's why we created SanSCARi. Get bold, quirky, and comfortable tees that celebrate our culture, without breaking the bank. Free shipping on orders over $55! #AffordableFashion #IndianStreetwearCanada #SanSCARi