Manyavar, a prominent name in the men's ethnic wear category recently launched a pan India campaign targeting the wedding season having the tagline "Yaar ki shaadi” to attract their specific TG. The brand covered 22 cities across the country from each zone which includes East - all the capitals like Kolkata, Patna, Jamshedpur, Ranchi, Guwahati etc., South - Bangalore, Mangalore, Hyderabad, Vijaywada, North - Delhi, Agra, Lucknow, Kanpur, Varanasi etc., West - Jaipur, Jodhpur and Central - Bhopal, Raipur etc.
 


Executed by MOMS, the agency used various OOH formats for the right positioning of the brand. The media include billboards, pillar branding, gantry, bus shelter, traffic consoles, unipole, kiosks, foot over bridge, metro pillars and such. Rajeeb Bhattacharya, Dy. General Manager-MOMS informs, "The aim of the campaign was to create a buzz with increased visibility for every single city where we rolled the promotion to hit the particular target segment for Manyavar.  We have tried to employ a varied media mix and if it is a metro city we have at least taken 40-50sites in each of them to ensure a very impactful brand recall. In Kolkata in fact we have done a creative innovation in a hoarding at E.M. Bypass where the groom and his friends have been highlighted through ornamented framing to signify the wedding theme. Apart from the traditional out-of-home media we have done branding in 15 Café Coffee Day outlets in Kolkata and also took ccd's in other prominent cities as well.”