In the heart of Jaipur, dwells a dream born from the creative instincts of brothers Paritosh and Priyank Mehta. Driven by their fascination for local crafts and culture, they embarked on an evolutionary journey and interpreted one-of-a-kind trunks to treasure collectibles, passions, tradition, memories.

Trunks Company was a start-up luxury brand that competed with renowned luxury labels such as Louis Vuitton and Goyard to name a few. These iconic brands defined the space and invested heavily in traditional media. As a result, they were better known to market influencers and consumers. After multiple meetings with Paritosh and Priyank, the strategy devised encompassed creative communication and strategic partnerships that would engage and influence key decision-makers in India and internationally.

The Economic Times is an English-language, Indian daily newspaper headquartered in Mumbai, India, at The Times of India building. published by Bennett, Coleman & Co. Ltd.. The Economic Times began publication in 1961. As of 2012, it is the world’s second-most widely read English-language business newspaper, after The Wall Street Journal, with a readership of over 800,000. It is published simultaneously from 12 cities: Mumbai, Bangalore, Delhi, Chennai, Kolkata, Lucknow, Hyderabad, Jaipur, Ahmedabad, Nagpur, Chandigarh, and Pune. Its main content is based on the Indian economy, international finance, share prices, prices of commodities as well as other matters related to finance.

A pure business pitch focusing on the ‘evolution of trunks for a modern maharaja’ was shared with Economic Times followed by initiating a personal interaction between the journalist and Paritosh Mehta, Founder Trunks Company which translated into a front page editorial piece and an upsurge in brand awareness.