By: M4G Bureau
Last updated : February 20, 2023 4:59 pm
The OOH creative creates instant connect with its ‘Namaste Gurugram’ tagline
A stellar and glowing innovation-led OOH campaign to promote the Taneira's first all women store in India and 35thstore overall, in Gurugram is executed by The Brand Sigma. The new store is located on the 1st Floor of Ambience Mall, Gurugram.
Taneira from the Titan Group is a brand that promotes India’s great range of handloom sarees, and with the sole objective of reviving the joy of wearing a ‘sari’. Derived from the word 'tan' meaning body and ‘eira', the Sanskrit name for Goddess Saraswathi (Patron God of art, music, craft and knowledge) and meaning 'earth' in Greek, Taneira aims to provide the rooted yet progressive Indian woman with exclusive design, diverse workmanship, authenticity of handcraft, pure and natural fibres: the best of India under one roof.
The creatives used for the campaign show women enjoying wearing the saree. It’s about her moment in the garment. There is lot of liveliness and candid images. The media location is a prominent area within Gurugram that makes the OOH ad unmissable. Proximap intelligence tool insights were used to identify the area and location giving the optimal OTS.
The OOH creative creates instant connect with its "Namaste Gurugram" tagline among the TG and invites them to visit the store. A backlit box halo glow effect and neon lettering innovation is done keeping in mind the lively creative. The Brand Sigma worked closely with the brand team for the execution.
At the Gurugram store, a unique approach of zoning is adopted, according to the geographical region where the sarees are woven. The customer can experience the sarees through touch, feel and read up about each category. Shopping at the store is a sensorial experience for the customers. At the store, sarees are displayed in such a way that shoppers can
Mansi Khatri, Regional Business Manager, Titan Group, said, Out-Of-Home campaigns have always been a powerful mode of communication. The Brand Sigma has ensured that the OOH innovation campaign go viral. It was a very well professionally managed campaign keeping all the OOH hygiene issues in mind and executed in a timely manner. Namaste Gurugram by Taneira with its expressive, elegant creatives to drive home their brand proposition via OOH has acted as an open invite to its target audience raising the curiosity and intrigue.