maspar, a premium soft home furnishings brand by Mahajan Overseas, had long mastered traditional branding. With superior craftsmanship, refined design sensibilities, and a strong loyal customer base in the 40+ segment, the brand stood for quality and trust.The next step? Evolve its voice for the digital-first, millennial audience without losing its legacy.
While traditional advertising built credibility, it lacked emotional depth and digital relatability. maspar needed more than visibility, it needed connection. The absence of a consistent brand identity on social platforms resulted in low recall among a socially savvy audience that values emotion, aesthetics and storytelling.
We shifted maspar from a functional narrative to an emotional brand experience. Building on the tactical promise “Designed for Living,” we introduced a warmer, more evocative brand philosophy- “It’s a Feeling.” Because soft home furnishings are always felt.
The transformation spanned across a refreshed logo, visual language, and a cohesive social media identity resonating with the emotions of softness, calm, celebration and home. Each post was about how it makes you feel.
Result:-
- A distinct, cohesive visual identity across maspar’s social media platforms.
- 450K+ Instagram reach across brand awareness campaigns
- More than 1M total page view last year (2025)
Crescent Communications Pvt Ltd 1206, 12 floor, TOWER-2, DLF Corporate Greens, Sector 74A, Gurugram, Haryana 122004,
Email: hello@crescentgroup.in
Phone Number: 98998 56995
Crescent Dots-N-lines Pvt Ltd 49, Sector 5, IMT Manesar Gurugram, Haryana 122051
Email akash@crescentgroup.in
Phone Number: 98730 23128
Crescent Dots-N-Lines Pvt Ltd C-106/2, Industrial Area Phase I, Naraina Industrial Area Phase 1, Naraina, New Delhi, Delhi 110028,
Email: hello@crescentgroup.in
Phone Number: 98730 23128
