Bhawana Anand, New Delhi
Manyavar, a lavish Wedding Wear brand besides its signature Ethnic Wear, Party Wear Accessories for men, has now forayed into the women's ethnic-wear segment with recent launch of Mohey. With the brand launch, this was the first store in Kolkata where both Manyavar and Mohey brand came together in a store symbolizing perfect wedding partner. Kinetic India, an out-of-home specialist agency supported the launch with a wedding event conceptualized and executed between the groom Manyavar and his bride Mohey which saw popular actor Mimi Chakraborty and Parambrata inaugurating the store.
Referring to the received brief, Kinetic ideated on procession of Real Wedding with Palanquin where the bride (mannequin) boarded in Mohey's Attire and the band played instrumental wedding music with entire Baaraat that came for the opening of the store. This was done in the ring-fence area of the store in Lindsay Street.
To further reinforce, the agency used the media in and around the vicinity and periphery of the store. Media mix that created enough noise and visibility was backlit pillars & Lollypops in the proximity of the shop; Backlit inflatable balloons to create a WOW factor in the market areas; look walkers were used selectively for a personalized impact and billboards, pillars & station SIGNAGES were used across the city to give a widespread reach and omnipresence.
On this occasion of launch, Ravi Modi, Managing Director, Manyavar commented, "We are delighted that for the first time we have rolled out such an activity to announce the arrival of our new brand Mohey into the mindscape of the consumers in a most interesting & intriguing way to draw maximum attention. The OOH activity complemented the ground activity in a most compelling way which was in line with our brand position & imagery. We would give the credit to the OOH team for such a well thought idea which got executed with precision"
Having this brand onboard, Rajeeb Bhattacharya, AVP East & South, Kinetic expressed, "At Kinetic, we look at solving our client business needs using innovative, disruptive outdoor strategy and execution to create a heightened interest to reach out the consumers. The idea was to help Manyavar to go beyond mere branding and create a visual delight by incorporating different surprise elements in the OOH communication."
This eventful campaign brought in visibility and brand registration amongst the consumers.