allaboutoutdoor.com Bureau, allaboutoutdoor.com Bureau
Jealous21 the women denim brand from the stables of Indus League, a division of Future Lifestyle Fashion has recently rolled out an OOOH campaign in Mumbai to enhance its brand salience by wrapping the Mumbai Metro Train and using high impact landscape media along with digital screens at Mumbai Metro stations. The ‘Butt-Out’ campaign that has seen the likes of large format static billboards in different metro cities, aims to reach out to young college girls and women, which is the core TG for the brand, who are primarily using metro as the preferred mode of transport in Mumbai.
Executed by Times OOH, the high impact landscape media via Mumbai metro train wrap accompanied by the digital network of 99 units 55"HD screen spread across 3 premium metro stations Andheri, Ghatkopar and WEH was done to create an aesthetic and effective brand recognition value for Jealous 21, positioning it amongst the young fashion conscious women of Mumbai to revolutionize the way women choose denims fitting every body type. Digital and fleeting imagery tends to be more effective in visually stimulating the passersby, registering an efficacious recall value.
“Our aim was to spread our brand message to as many people as possible and what better than Mumbai metro branding, with a reach of over 7 Lac plus captive audience per day it gave Jealous 21 ‘Butt-Out’ campaign the impact that we were looking for,” says Shibani Mishra, Chief Marketing Offer, Indus League.
The brand’s rationale for choosing the Mumbai Metro was to communicate Jealous 21’s alignment with the values of the independent woman of today and therefore place it strategically to maximize its reach. Since the brand seeks to address the inherent strength of every woman who is independent, bold and has a mind of her own, the bold tagline ‘Butt-Out’ is to make a clear statement to the world that today women are fiercely independent and absolutely unapologetic about it.
Sarath Chandra, Chief Revenue Head, Times OOH, says that the Jealous 21 campaign is a strikingly impactful execution of a strong brand positioning targeting the right audience; the young, urban audiences who commute daily on the Mumbai Metro. “The Metro Wrap ensures that almost all commuters experience the message, and the digital screens enhance the impact by offering repeated exposures . We are delighted to partner with Indus League for this campaign,” he adds.