Abof builds an iconic presence for Skult

Abof announced the launch of India’s first athleisure fashion brand Skult in October which is exclusively available on its portal abof.com. This brand is in partnership with actor Shahid Kapoor who has built an iconic reputation amongst India’s youth. Skult, built on the principle of ‘Fashion meets functionality and Design meets Innovation’, is an evolved style of athleisure which draws inspiration from all around the world but adapted for Indian sensibilities and body types.

In the effort to reinforce the connect with the target audience, Abof recently rolled out a multi-city campaign to reach out to the male millennials of the metros. Laqshya Solutions executed the campaign that was meant to build a giant brand stature in Benguluru, Mumbai, Goa, Chandigarh, Guwahati, Mangalore, Surthkal and Manipal with a heavy focus and skew towards the E-commerce shoppers’ universe. A lot of insights were obtained and used to arrive at the pockets that would have the best of impact on the potential customers.

Abof along with the agency worked on a task to cover this huge young and mobile turf that are busy, always on-the-go and are open to out-of-the-box ideas. The creative on display has ‘Skult’ showcasing its brand ambassador Shahid Kapoor.

Abof sought to reach out to youth-centric groups that prefer to shop online. With prime focus on the multiple touchpoints that guaranteed the most impactful congregation of TG to identifying the crucial arterial routes that were part of their daily routine, Laqshya mapped the media units that would deliver the best scale and influence. Laqshya cleverly handpicked the panoramic sites that could magnify the campaign.

The selected media units looked compelling with the brand message ‘Skult by Shahid Kapoor’’ in a brilliant black and white creative that were scattered across the key markets at all prime locations to create the unmissable outdoor view. The media units deployed for the outdoor plan were intelligently planned keeping in mind the TG movements. The communication kept hitting them on every arterial routes superimposing the brand. The month-long campaign has already created a lot of buzz amongst the TG and with each passing day.

“We are extremely excited to partner with Shahid Kapoor in creating India’s first athleisure fashion brand. The early response is very positive," said Ashim Chatterjee, Chief Marketing Officer, Abof.com, “We were happy to partner with Laqshya for the launch of the Skult brand. The team helped us select the best outdoor sites in different cities which have helped amplify the launch, Ashim said.

Speaking about the campaign’s success, Naresh Bhandari, Senior VP, Laqshya Solutions said, “The campaign is undoubtedly the most talked about campaign in the outdoors these days. By creating exclusive and larger-than-life portrayal of the brand, the campaign has been successfully grabbing eyeballs. Our team has delivered a plan that’s high on notice ability and impact. With a month to go, the brand will enjoy a very good brand salience.”