Imara fashions a stylish OOH presence

Women’s ethnic fashion brand Imara, conceptualised by Universal Sportsbiz Private Limited (USPL) — an Accel Partners portfolio company — and co-created with Bollywood star Shraddha Kapoor, made a big splash on OOH media with the proposition “Fashion your own world”. The campaign, planned and executed by MOMS Outdoor Media Solutions, showcased the exquisite ethnic designs that Imara would describe as “modern Indian adaptations of classics”. The campaign creatives were centred on Shraddha Kapoor’s style statements that epitomised a blend of contemporary and ethnic fashion.

To build the brand’s domineering presence in the outdoor, MOMS used mainly large formats like billboards and gantries, complemented with pillar media. While the OOH firm deployed the campaign on some 30 media units in two cities – Mumbai and Bengaluru, due emphasis was laid on selecting sites at locations that are high-traffic zones. The displays at Mahim Causeway in Mumbai and the Ring Road passing Koramangala in Bengaluru were cases in point. The LED-lit jut-out featuring display on the gantry at Mahim Causeway stood out. The campaign was rolled out for 10 days.

The Imara campaign also signalled a notable trend of different contemporary and ethnic clothing brands straddling the OOH space.