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Wedding revelry ushers in Manyavar's womenswear brand

By Satarupa Chakraborty - June 07, 2016

Ethnic menswear brand Manyavar goes for a high-decibel brand activation at the launch of their first outlet housing womenswear brand, Mohey.

Marking the launch of ethnic womenswear brand, Mohey, noted menswear brand Manyavar organized a loud brand activation that marries both the brands. Kinetic India, a leading out-of-home advertising agency supported the launch with a wedding event conceptualised and executed between the groom Manyavar and his bride Mohey at the launch of Mohey's first outlet in Kolkata.

Referring to the received brief, Kinetic ideated on at the procession of a real wedding with the palanquin where the bride (mannequin) was dressed in a Mohey attire, while the band played instrumental wedding music with the entire Baaraat that came for the opening of the store. This was done in the ring-fence area of the store in Lindsay Street. Media mix that created enough noise and visibility was backlit pillars and Lollypops in the proximity of the shop, backlit inflatable balloons to create a wow factor in the market areas and look walkers were used selectively for a personalised impact and billboards. Pillars and station signages were used across the city to give a widespread reach and omnipresence.

On this occasion of launch, Ravi Modi, Managing Director, Manyavar, commented, "We are delighted that for the first time we have rolled out such an activity to announce the arrival of our new brand Mohey into the mindscape of the consumers in a most interesting & intriguing way to draw maximum attention. The OOH activity complemented the ground activity in a most compelling way which was in line with our brand position & imagery.  We would give the credit to the OOH team for such a well thought idea which got executed with precision”

Having this brand onboard, Rajeeb Bhattacharya, AVP, East & South, Kinetic, said, "At Kinetic, we look at solving our client business needs using innovative, disruptive outdoor strategy and execution to create a heightened interest to reach out the consumers. The idea was to help Manyavar to go beyond mere branding and create a visual delight by incorporating different surprise elements in the OOH communication.”

This eventful campaign brought in visibility and brand registration amongst the consumers.


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