Imara engages young women audience in Mumbai, Bengaluru

USPL’s Imara, a clothing line for women, launched a high impact campaign in Mumbai and Bengaluru to showcase the brand’s ethnic fashion. The campaign, planned and executed by Madison Outdoor Media Solutions (MOMS), was essentially directed at the e-commerce shopper universe.

MOMS deployed the campaign on the main arterial routes and other key catchment areas to create the necessary buzz. Large marquee sites were used for this. To build the right reach and frequency, bus shelters were taken up in key youth congregation points. High fashion areas like Bandra – Juhu – Andheri focused upon. Hoardings and gantries were also used as well as cluster branding was done in key areas to create buzz.

“The campaign has been planned tactically to have maximum visibility amongst the core target audience with a combination of impact and multiple frequency sites. We are happy that we have successfully covered the fashion centric areas and dominated the same,” Jayesh Yagnik, COO, MOMS.