The Psychology of Consumer Behaviour:
What Drives Purchasing Decisions?

The Psychology of Consumer Behaviour: What Drives Purchasing Decisions?

Case Study: ARKS

Introduction

ARKS is a lifestyle brand launched by Bollywood actor Ranbir Kapoor in September 2024. The brand focuses on casual wear and accessories, including sneakers, caps, and tees. Unlike traditional brand launches, ARKS made its debut with a visual narrative on Instagram, where Kapoor was seen lying on the grass, gazing at the sky, and envisioning the brand’s philosophy. This approach established an immediate emotional connection with fans and potential customers.

Campaign Concept

Although the store officially opens on February 14, the brand has been generating buzz for months. A standout campaign strategy was a citywide treasure hunt, inspired by Pokémon Go, where fans were encouraged to explore Mumbai, find clues, and unlock exclusive rewards. This interactive approach not only engaged Kapoor’s fanbase but also created a sense of excitement and exclusivity around the brand.

Key Elements Driving Consumer Engagement

  • Authenticity : ARKS is positioned as a true reflection of Ranbir Kapoor’s personal style and passion for fashion. Consumers are more likely to connect with brands that feel genuine and relatable.
  • Mumbai Connection : The campaign emphasized Kapoor’s deep ties to Mumbai, a city that shaped his personality and career. By incorporating local elements, the brand resonates with Mumbai-based consumers, fostering an emotional bond.
  • Sneakerhead Culture : Kapoor is a well-known sneaker enthusiast, and ARKS leverages this by offering a curated collection of premium sneakers. This strategy appeals to streetwear fans and sneaker collectors, creating a niche audience.

Results and Impact

Even before the store’s grand opening, ARKS generated significant traction through wordof-mouth marketing, social media engagement, and innovative participation-driven campaigns. By combining authenticity, emotional appeal, and trend-driven strategies, the brand successfully positioned itself as a unique and desirable fashion label.