Uniqlo launches OOH campaign for their first store in South India

Uniqlo has launched a comprehensive OOH campaign to celebrate the opening of its first store in South India, located at Orion Mall in Bengaluru on August 29. The store, which will be the brand’s 16th in the country, marks a significant milestone in its expansion strategy beyond northern and western India. The campaign is part of a larger 360-degree effort designed to connect with the local audience.

The OOH part of the campaign was highly interactive and tech-forward. A key element was the placement of large, branded cubes in various high-footfall locations across Bengaluru, including corporate parks, malls, and cafes. These cubes were designed to engage the public directly. When a QR code on the cube was scanned using a mobile device, it triggered an augmented reality (AR) experience. A virtual, life-sized version of Rahul Dravid would appear, inviting the user to the new store opening at Orion Mall.

In addition to the AR activation, the campaign also featured extensive metro branding, creating a consistent presence throughout the city. The overall goal was to deeply connect with the local audience and introduce them to the brand’s core values of simplicity, quality, and functionality, which were directly aligned with Dravid’s public persona.

The collaboration with Rahul Dravid extended beyond the OOH campaign into a multi-channel rollout that included digital and social media. A campaign film showed two sides of Dravid: his on-field persona as a coach, wearing a breathable AIRism Polo Shirt, and his off-field self as a family man in a crisp Super Non Iron Shirt. This dual portrayal was used to emphasize the dependability and versatility of Uniqlo’s clothing for every aspect of life, reinforcing the LifeWear concept. The campaign also included an in-store AR experience where customers could take photos with a virtual version of Dravid during the store’s opening.