Welspun spreads out ethnic Spaces

Spaces by Welspun Group has launched an innovative campaign to promote its collection of bedsheets branded ‘Rangana Bed Linen’. The brand theme is based around traditional folk art and fine craftsmanship from different parts of India. The campaign, planned and executed by MOMS Outdoor Media Services, was rolled out during the festive season to push sales and present the product as a gifting option. The campaign was executed in eight metro cities.

The specialist agency planned a variety of media formats such as billboards, bus shelter media, airport media, and inflight activities, broadly targeting women audiences in the SEC A 25-45 year group.

At the Delhi and Mumbai airports promo structures resembling a book were put up showcasing the bed linen fabrics with different prints as the pages. Also, 5 lakh brochure size samples of the fabrics were distributed on board Go Air flights connecting six metro cities.

The display on Bandra ROB media and innovation on a hoarding along the Sion Flyover in Mumbai were particularly eye-catching. Also, bus shelter branding near high-end malls and/or residential areas were done to target the shoppers. Commenting on the campaign, Manjari Upadhye, CEO & Head of Domestic Business, Welspun India, said, “Rangana is a new product line from Spaces (Welspun), that promotes various Indian art forms such as Madhubani, Phulkari, Paithani, Patachitra, etc. Diwali season being critical for us from the sales point of view, it was important for us to establish avenues for brand engagement and ensure good visibility across mediums. Madison OOH helped us pull off the activity with great ease – the overall planning was robust and included presence at key TG touchpoints such as airports, key arterial routes, in-flight and good use of innovation, helped create a buzz for the brand. We have by far received a good response on the campaign from internal and external stakeholders.”

“It gets easy when one sets the objective of the campaign and then works everything else around that. Likewise, it was very clear that the campaign had to create a buzz in the market during the festive season, since bedsheets are also used for festive gifting. The entire campaign was designed keeping in mind the primary target audience which is mainly female with skew towards SEC A. A 360 degree OOH media approach with traditional OOH, airport media, inflight sampling, etc. really worked well with the beautiful creatives of Rangana. We are happy that the campaign helped in creating talkability of the brand amongst the target audience and enable them to engage with the brand at leisure and in an appropriate atmosphere,” said Jayesh Yagnik, COO, MOMS Outdoor Media Services.