The Brand Sigma rolls out Taneira's OOH campaign in Gurugram to promote its 1st all women store

A stellar and glowing innovation-led OOH campaign to promote the Taneira's first  all women store in India and 35^thstore overall, in Gurugram is executed by The Brand Sigma. The new store is located on the 1^st 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 browse through without interference and get professional guidance from the trained staff. The customers have appreciated the offering and responded positively. The space complements the merchandise and has a lot of warmth. The in-house stylist assures great design and fit that complements the consumer’s personal and style statement.

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. 

Divya Jyoti, Business Head – North, The Brand Sigma, said “the experience of collaborating with the Taneira team and creating such a phenomenal innovative OOH promotional campaign was indeed a thrilling experience for us. Proximap, our inhouse location intelligence tool insights, was used to identify the site and location. This OOH campaign is a very prestigious win for us. We shall give our best of the best to bring more such exciting innovations facilitating top of the mind recall for the brand in key markets.”