Campaigns

Skechers stands out through OOH

American sports shoe brand Sketchers launches a new range of shoes riding on a multi-city OOH campaign, handled by Autdoors, the OOH division of Amar Ujala.

Published

March 24, 2016

Satarupa Chakraborty

Autdoors, the OOH division of Amar Ujala Publications, has recently launched the Pan India campaign for Skechers, the second largest sports and lifestyle footwear brand in US. As a part of the campaign, the agency has taken the large format media options at the most strategic and high footfall areas in the top 11 cities covering the metros and the mini metros.

Rahul Vira, CEO, Skechers South Asia Pvt. Ltd said, “In keeping with our vision of being the most desirable and fashionable sports lifestyle brand, we are thrilled to launch the exciting and vibrant range of Skechers Burst in India. With athleisure being one of the hottest trends in the market today, we hope to offer the consumers the best in this trend-forward category. We are very excited to have partnered with Amar Ujala Autdoors for this campaign. In a launch campaign, it is important for an agency to understand the brand requirements which they did from day one and presented some interesting innovations that combined well with our overall communication strategy
As a part of the launch campaign, the most impactful billboards at high traffic zones in Delhi, Mumbai, Bangalore, Kolkata, Pune and other tier 2 cities of Maharashtra, UP, Karnataka, MP and CG have been resorted to. The campaign that uses large eye-catching cut-out of shoes also has been showcased on metro wraps in Kolkata in order to create a loud noise about the new range.

Commenting on the campaign, Shouvik Sain, Business Head-Autdoors said, “We are delighted to partner with Skechers for its India launch and have really enjoyed working with their enthusiastic and passionate marketing team. The campaign has been really a challenging yet satisfying experience for our entire team. It all started with a challenge to create high saliency in the targeted markets with a view to establish positive brand imagery for the Burst range launched by the company. While, the cities presented its own logistical challenges in terms of making the right communication medium available at the time of the launch, what was more interesting is that we partnered our client right from the planning process involving creative and innovative and clutter breaking ideas. The campaign was launched in the first week of March.