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MOMS rolled out 3 back-to-back campaigns for USPL

By Nibedita Saha - October 27, 2016

Wrogn, Imara and Ms Taken are all breakaway youth fashion brands, inspired by the distinctive sense of style targeted towards the open minded and progressive youth, those who like to make their best choices in life.

USPL associated with MOMS Outdoor Media Solutions to launch three back-to-back high- decibel campaigns for brands Wrogn, Imara and Ms Taken. Last year too UPSL had chosen MOMS Outdoor Media Solutions to execute the OOH campaigns for their new brands Wrogn and Imara and this year it was Ms Taken for which they again partnered with MOMS.  

While Wrong relates to the male consumer, Imara and Ms Taken offer experimental style statements for females. All the three campaigns featured youth icons. The cricket phenomena Virat Kohli represented Wrogn while Bollywood stars Kriti Sanon and Shraddha Kapoor presented Ms taken and Imara, respectively.   

To create an impact and visibility to establish the brand proposition in consumer’s mind space, USPL touched all major touch point in Mumbai and Bengaluru. As many as 37 impact sites were selected for the Wrong campaign with a media mix of bqs, pillars, hoardings and gantries.

While talking about the campaigns, Jayesh Yagnik, COO, MOMS Outdoor Media Solutions, said “Our association with USPL is since the inception of the brands Imara and Wrogn. After successfully launching these brands last year, this time we followed up with intensive OOH campaigns to create resonance for the brands. We have managed to give the brand massive push at the time it was required most, which is the festive period with the help of some of the most iconic OOH media sites across major metros. The brand ambassadors for the ethnic Indian wear Imara (Shraddha Kapoor) and for men’s clothing line Wrogn (Virat Kohli) made OOH look beautiful.”

“We rolled out the third USPL brand campaign – for Ms Taken – that featured Kriti Sanon as the brand ambassador. The new ladies western wear brand with all the attitude and poise had done wonders on OOH. The challenge was to distinguish between all three brands at more or less the same time and we have successfully managed to do so,” said Yagnik.


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