By: Bhawana Anand
Last updated : December 05, 2017 6:53 pm
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.
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 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.