Dollar ups the visibility quotient for ForceNXT

ForceNXT, the newly launched youth apparel brand of Dollar has launched an OOH campaign mainly in Kolkata and its suburbs. Targeting the youth, the campaign grabbed the attention immediately after its installation. In Kolkata, major hoarding spots with high rate of visibilities has been selected for this campaign including Nicco Park area, Kasba, Rashbehari Avenue, Park Circus 4 no Bridge, Sealdah Big Bazar, B.T. Road and so on.

According to Vinod Kumar Gupta, Managing Director, Dollar Industries Ltd, “Offering an unseasonal product is the biggest challenge for any brand. Basically winter is meant for outer wears. So, it was a challenge for us to showcase our brand keeping in mind that we are swimming against the tide. “Fashionxta from Force NXT was meant to target the alpha male, who believes in couture and comfort. So, our creative visualised a model with his complete attire but with a twist – his pants were NXT products. Thus, signifying that innerwear is an equally important part of a man’s wardrobe.

The brand’s outdoor campaign covers maximum area across West Bengal. They have also taken the campaign to Patna, Jaipur and Delhi suburbs, approximately covering 86,000 sq. ft. of outdoor space for the campaign.
 
“Innerwear market is changing as rapidly as our customers. Everyone these days like to wear branded clothes for the comfort and relaxation it promises to offer. So it’s really a huge challenge for us to maintain that promise at an affordable price. We are still to launch the brand across India, and once we successfully place it across the other states, a new round of branding with lot more innovations are to be seen, signs off Vinod Gupta.