KOOVS takes its fashion statement outdoors

Following a global large-sized fashion campaign, British online fashion store Koovs.com has extended their brand propagation through outdoor campaigns in India aiming mainly Delhi and Mumbai. The bohemian campaign was originally conceptualised by Grey London while Mediacom India is the media buying agency in India. With high-fashion visuals, the multi-media campaign highlights the catchline – “Step into Koovs.com. The objective was to engage with the young fashion enthusiasts and inspire them to innovate with fashion. The main formats used were BQS, hoardings and billboards.

Speaking on the brand campaign, Mary Turner, CEO, KOOVS Group said, “We have successfully established a loyal fan base using digital media and now want to reach out to a wider audience through our multi-media campaign’Step into KOOVS.COM’. The aim is to establish KOOVS as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day.

The visuals of the outdoor campaign are extensions of the music video that was rolled out as television commercials. The music video featured British rapper Lady Leshurr and 17 year-old International dance sensation Dytto, who recently performed on The Ellen DeGeneres Show. The music video was shot amidst a number of technical challenges. “From a Mumbai street to an East London food market, from an underground party in a Parisian ballroom to the beauty of a Manhattan rooftop, the concept was designed to showcase how fashion is empowering them to achieve their aspirations, Turner added.