JadeBlue taps into wedding season business with multi-city campaign

With the view to not create any imbalance in the books of current financial year, brands do not seem to be investing in outdoor advertising. However, JadeBlue is gearing up for back to back OOH campaigns with the arrival of the wedding season and year-end sale.

Recently, the men’s fashion brand executed a print campaign. Commenting on the same, Chirag Diwan, Marketing Head, JadeBlue, said, “We have done 40 advertisements in 45 days at 8 locations.” However, he believes that outdoor media has its own significance.  In order to increase footfall and reconnect with the customers, the brand has launched an OOH wedding campaign with its tagline #WhatYouWearMatters using premium sites in Ahmedabad, Rajkot and Vadodara. “As we entered December, we jumped to branding of our year-end sale, after which we will continue with the wedding campaign.”

Diwali has helped brands to uplift their business. “But post-Diwali, with the rise in spread of Covid19, the state governments have imposed night curfew in states like Gujarat, Madhya Pradesh and Rajasthan. This broke the link again.”

He clarifies that as the curfew begins in night, we need to start closing our stores at around 7 in the evening.  Because of which, we don’t see evening customer flow. In fact, maximum footfall is seen in evening, not afternoon, he added.