Home-grown Indian denim brand Spykar has launched a brand new category of denim in the country, with an OOH campaign to introduce India to a new category of denims called GYM JNS. We spoke with Sai Sangeeta Israni, GM Marketing, Spykar Lifestyles about the rationale behind the OOH campaign and her expectations from it. We also asked her how engagement helps in boosting the overall revenue of the brand and more.
Being a youth fashion brand, Spykar takes its digital campaigns quite seriously. However, for the recent campaign, the brand has tried to break free from its conventional media pie to some extent. What was the objective of the #GymJNS OOH campaign?
We have done a 360 degree integration with respect to using the media channels - a fair mix of all strategically executed- hoardings, digital media, social media, TVC, radio, and print. We believe each medium has its own set of impact and deliverable.
GYMJNS is a big launch for us. It is the introduction of a new category of clothing altogether. Athleisure denims – the first of its kind. The objective behind the OOH campaign was to create intrigue with a teaser “What is GymJns?” followed by the launch.
When it comes to OOH advertising, brands have maximum 10-20 seconds to get their key message across to the consumers. While the area utilisation in this platform is large and impactful, the time spent to absorb the same is less. Hence, we have ensured the visual imagery shows the USP of the product clearly and the key message is delivered at a glance.
What was the brief given to the OOH specialist firm for the campaign rollout? Has the OOH campaign helped to build greater brand awareness?
Needless to say, the hoarding locations and sizes had to be impactful. The planning was the key. On the creative front, we have ensured the image is bang on and communicates the product innovation perfectly. We have used innovation using 3D cut out and LED lightings to make it more attractive.
Definitely, the hoarding campaign has been well received and triggered positive conversation around the new launch.
GYMJNS is an unrivalled and unparalleled product category right now. What sort of consumer research did Spykar perform before unveiling this new product line? Is it a mere attempt to keep pace with changing times, especially when millennials are spoilt for choice when it comes to workout apparel brands?
Millennials are time conscious, Ambitious, Outrageous and Always on the go. They love sharing everything they do and want versatility & utility in what they use. They are always on a look out for crossover gear that gives rise to performance & style. With Gym Jns, the youth can now seamlessly move from active to leisure to pleasure, without having to change in and out of different apparels.
It is a versatile pair of jeans for men and women which give freedom of movement. Spykar caters to a young audience who lives a fast paced life. We are known to keep abreast with the dynamic global trends. For us R&D is pivotal for the product development team.
Basis the requirement of the current generation we evolve and meet the market gaps.
How would you compare OOH to other advertising channels like print, TV, etc.?
Each platform has its own forte and limitations. Hence, creating a balanced bouquet and using them rationally is necessary. TV can be the fastest and engaging medium to reach a larger audience, however prone to high channel browsing.
Print is a very subscription led medium with decent stickiness, has good credibility and relevancy. Whereas, OOH is a large format ad, reaches a larger audience, helps in recall – however gets area specific and Digital platform is sharper on targeting, with a smaller screen size though.
What role has OOH played in influencing customer choice and how are you engaging with them to stay on top?
The billboards if done at prime locations with good visibility, an impactful creative and crisp messaging, is likely to register well in the minds of the customer. Our OOH campaign led to great recall. In the recent GymJns campaign, we have used innovation using 3D cut out and LED lightings in one of our sites - to make it more attractive.
Which platforms are you prioritizing for the next 12 to 18 months?
The decisions are taken basis the campaign objective.
What are some of the biggest OOH media lessons you’ve learned during the past couple of years?
With the growing urbanisation, more time people spending on travelling– the medium allow to reach a larger audience with clear communication.
The format is evolving with its digital version gaining prominence and The aesthetic appeal has made digital OOH more engaging.
5 OOH trends to watch in next five years?
We see OOH moving from vanilla static images to digital. The platform would get more interactive and engaging.
We expect to see an increase in DOOH placements various new avenues including city centers, at bus shelters, train stations, airports and shopping malls, as promoters look to push the limits and bring in a new era of OOH advertising.
Augmented reality led OOH will be the sought after attraction.
The driving force behind the rise of OOH would be the growing urban populations and the amount of time people spend in travelling these days.
We could see more touch screens, facial recognition technology and the gamification of DOOH deployments, as advertisers look to engage with audiences on a whole new level
To tap the right target audience - basis their catchment areas DOOH deployments would happen.
Interview by: Aarti Pahwa
Head of Marketing - India
Global Director of Strategy
Business Head, English Cluster,
Sony Pictures Networks India
Director - Brand and Consumer Marketing, APAC and China
Jaguar Land Rover India
Vice President Marketing
Havells India Ltd.
Head - Brand Marketing
BMW Group India