USPL's Imara, Wrogn, Ms Taken takes fashion to the streets
By Bhawana Anand - May 09, 2017
The idea behind the campaign was to reach out to the youth with a heavy skew towards the fashion-conscious and by tapping the heavy Ecommerce shopper universe.
Universal Sportsbiz Pvt Ltd (USPL), India’s first global youth-focussed brand, built in lines with celebrity fashion consolidates as many as three celebrity- fashion and sports-oriented brands under its retail umbrella.
USPL’s three successful brands that cater to three different fashion needs have a common approach i.e. they all cater to the youth. A brand with a clear youth positioning opted for OOH advertising to reach out to their TG. The OOH duties were assigned to Laqshya Solutions, the agency arm of Laqshya Media Group.
The brief to the agency was to reach out to the youth – both males and females -- with a heavy skew towards the fashion conscious and by tapping the heavy Ecommerce shopper universe. A lot of insights were put in place to arrive at the pockets where the advertising would deliver the best impact on the target groups. The agency studied the best permutation and combination along with the media price, site visibility potential and the best of sites characteristics in order for the brands to connect with the right TG.
The strategy also included reaching out to the pockets like IT zones and corporate business districts to tap the young, busy office-goers who prefer shopping at the tip of their fingers. Shopping streets, malls, hangouts and SEC specific residential areas were the other areas identified for the campaigns.
The cluster approach at key junctions helped to create an immediate buzz around the brands. The brands were made highly visible using a No-Miss Media Approach where the handpicked media did complete justice to all the three distinct brands. The compelling creatives adorning all three celebrities – Shraddha Kapoor, Virat Kohli and Kirti Sanon -- makes it a must-see on OOH.
Speaking about the campaign’s success, Naresh Bhandari, Senior VP, Laqshya Solutions, said, “USPL has made a mark in the celebrity fashion industry by successfully launching all the three brands. Our aim was to passionately convey the brand’s message to the TG by coming up with the best media plan. We tried offering them a strategy that could challenge the norms as well as innovatively differentiate from competition. I am happy to see that the plan has worked for them.”
“It’s always a pleasure to be associated with clients like USPL where the team works with great zeal. We are glad to have created very good visibility for the brands in all the key markets,” Naresh added.
Commenting on the campaign, Anjana Reddy, Managing Director at Universal Sportsbiz Pvt Ltd. said, “All the three brands Imara, Wrogn and Ms Taken needed a youth focussed media plan and Laqshya Solutions has devised a good OOH plan to ensure that we reach out to our TG. Our TG is a fashion-conscious crowd and OOH has been very well deployed in crucial pockets to reach out to them. Out of home medium campaign has been used to increase the brand recall and drive shoppers to the channel of sales. Outdoor is the only medium that can give you constant exposure and was apt with our objective to reinforce the brand’s imagery and message.”