Shanta Saikia, New Delhi
The wedding season, especially in the North, sees ethnic wear and jewellery brands on an advertising overdrive. This wedding season saw Manyavar, a leading ethnic men’s wear brands, roll out a massive outdoor campaign to reach out to its audience in Delhi.
MOMS, the agency handling Manyavar’s account, took the top billing while deploying a network of pan city JCDecaux MUPI’s for an effective campaign.
With over 15 stores in the city, the brand wanted to create an unprecedented impact and recall of their new collection amongst their TG which consists of young & fashion conscious men across Delhi.
Acting on the client’s brief, JCDecaux proposed a network of over 200 Pole Mounted MUPI’s (PMM) in various traffic areas and on arterial roads in Delhi to assure constant communication with the TG while they are on the go. Capturing the attention of the hard-to-reach male audience in Delhi has always been a challenge for brands and calls for repeated exposure to create maximum recall.
Commenting on the campaign, Olivier Heroguelle, Managing Director, JCDecaux India, says, “Outdoor reaches out to the consumers during their entire journey in the city. Manyavar’s high octane campaign on our strategically positioned media throughout the city is definitely one successful story.”
The campaign consisted of different creatives displaying Manyavar’s new colour collection. In addition to the street furniture campaign, MOMS also ran the brand campaign at the Kempegowda International Airport (KIA), Bangalore targeting the niche audience at the airport. KIA, which received passenger traffic of over 14.38 million in 2014, is also operated by JCDecaux India.