Malvika Mahal, New Delhi
Craftsvilla, one of the leading ethnic wear brands in the country is attempting to bring ethnic wear to the forefront and position itself as a one stop destination for women's shopping. And for this constant aim, they recently came up with an Outdoor campaign with Kinetic India, a leading out of home advertising agency. The objective of the campaign was to drive awareness about various collection and offerings. This campaign was executed in 7 towns including mini-metros and non-metros making a statement for the brand, successfully communicating to the women TG who are constantly discovering themselves.
Considering the brand communication and reaching to the core TG group, with the help of Kinetic Academy, being there proprietary suite of tools, they were able to draw insight deriving an approach of creating impact and initiating the brand conversation with consumer involvement. To address this approach they experimented with media mix of large formats at key junctions, arterial roads and shopping destinations dominating the city, while created omnipresence at consumer touch points with metro branding. In all, the 15 day campaign was conclusively compassed by activating the brand in OOH.
On this association, Manish Kalra, Chief Business Officer, Craftsvilla said, "We use OOH as a reminder media and have followed a focused approach while developing our outdoor campaign. The emphasis was to reach out to core audience in select cities and in high reach and impact locations. A right mix of outdoor hoardings and other options like metro train branding and pole kiosks were chosen in these cities. Our outdoor agency, Kinetic has created a perfect mix of quality sites to create an impact for the campaign".
Commenting on same, Yusuf Merchant, Associate Vice President - West Head, Kinetic India, "It is our pleasure to be associated with Craftsvilla.com and allied to bring them the best OOH planning and campaign visibility with help of Kinetic Proprietary Tools. We micro-targeted the audience at the areas of their interest and were successfully able to pull off brand communication raising the bar of strategy and scheduling meeting the campaign objective.
Craftsvilla has close to 4 million products online across categories including, clothing, handicrafts, jewellery and art among others .A wide range of categories have been recently added in ethnic wear to provide creative and diverse options for all kind of occasions, be it casual wear, office, festive, fusion and party wear. The company's vision is to take people back to their roots and by re-introducing, repackaging & contemporizing their ethnic legacy.