PrettySecrets makes a style statement in the outdoor

PrettySecrets, a lingerie brand, has debuted in the Indian market with a major brand advertising campaign – #RedefineBasics using OOH as the key media combined with digital amplification in Mumbai. The campaign comprised a series of advertisement messages that share a single idea through integrated marketing communication across diverse media channels over a period of 4 weeks. The key objective of the campaign was to establish PrettySecrets as offering comfort and style and hence the go-to lingerie brand for today’s Indian woman.

The OOH campaign was designed with insights on the consumer touch points in keeping with PrettySecrets target audience.

The campaign started in the late August with approximately 20 OOH billboards, directing the audience to visit prettysecrets.com, the 8 brand EBOs, Myntra, Jabong, Shopppers Stop and Central.

Speaking on the campaign Nishrin Patanwala, VP Brand and Marketing, PrettySecrets, said, “PrettySecrets aims to establish the positioning, raise awareness and have measurable impact through the lift in website traffic, app downloads, increase in foot traffic to the PrettySecrets brick and mortar points of sale in the respective cities. In an era of cord cutting, fake news and rampant click fraud, an alternative to TV and digital advertising is seeing rampant increase. Out-of-home (OOH) advertising is making a comeback and quite strategically so. With strategic messaging that can link back to the website or to a physical point of sale, this medium provides a great avenue to grab attention as well as be able to measure the ad effectiveness.”