Bureau, New Delhi
In traditional clothing brand, Manyavar, indeed is one of the biggest OOH spender with approx. 2.8% of share in competitive mapping. Wherein, the brand is known for its back-back campaign, however during festival season, it becomes even more essential for the brand to put special efforts during festive time, in order to promote its collection and festive range. Therefore, this festive season, Delhi Streets were lit up by ethnically dressed Virat Kohli asking Delhites to wear their real identity – ‘peheno apni pehchan’ and celebrate the traditional way with Manyavar – the ethnic wear brand. The campaign has been planned and executed by Kinetic India wherein deployed on JCDecaux Media.
Interestingly, Manyavar has been a frequent advertiser on JCDecaux Media in Delhi. And this time also the brand came back in Delhi to promote their brand exclusively on JCDecaux Media and have strategically selected various JCDecaux Networks like – Booster, Shopaholic & Zonaltargeting the youth and fashion conscious men.
Rajeev Bhattacharya, Associate VP, East & South, Kinetic India spoke about advertising on JCDecaux media, “The idea was to help Manyavar to go beyond mere branding and create a visual delight by incorporating OOH media and hence, we strategically selected the best-in-class JCDecaux Media. Moreover, Virat Kohli has been signed as the brand ambassador which further ignited interest in the minds of the consumers with Peheno apni Pehchan campaign.”
“Kinetic has duly fulfilled the objective of the campaign and has brought in a clear targeting of brand communication to consumers in the areas of their presence and shown excellent existence across Delhi.”, said Ravi Modi, Manyavar, MD.
Manyavar has over 22 stores across the city. Their new campaign consists of different creatives showcasing the new colors & latest designs created exclusively for this festive season. Manyavar has promoted various ethnic wear collection through JCDecaux before and it has turned out to be a huge success.
“Manyavar has been reaching & engaging with its audience season after season using JCDecaux media for several years now. We are very happy to be associated with Manyavar who have once again trusted our media and by planning in advance, they have been able to maintain their visibility and brand dominance.” summed up Olivier Heroguelle, JCDecaux, India MD.