Let’s start with a question. When we say luxury… what are we really talking about?
Or the people who make all of this possible?
Defined by what we see on the surface.
Measured by its digital footprint.
Quantified by price and exclusivity.
The irony? The more “luxury” we consume, the less we acknowledge the people who support it.
This silence is what this initiative challenges.
This is not a slogan. This is a shift in thinking.
Before we ask people to act, we ask them to pause.
Most campaigns push messages and chase visibility. Think Your Luxury does the opposite.
Before reaction
Before expression
Before posting
Who quietly makes your life easier every day? Identify the person behind your comfort.
Publicly acknowledge that person — without filters, without hierarchy, without vanity.
When people name their “luxury,” they also reveal their values.
Helpers & caregivers
Drivers, security, maintenance
Service & sanitation staff
Only acknowledgement.
5–21 Feb
We seed the thought. We don’t explain it.
22 Feb – 7 Mar
Respected voices speak first. Then the public joins.
8 March
Stories are rewarded. Participation feels celebrated.
Not just advertisers
Not trend-driven
Not momentary
We’re not attaching our name loudly. We’re attaching our beliefs clearly. That’s how brands earn trust.
If people remember only this line, the initiative has worked.