DDB Mudra Kochi created a campaign that stayed close to the spirit of Onam yet stood out from the clutter by introducing the concept of a Queen
BestMediaInfo Bureau | Delhi | January 9, 2013
Kalyan Saree is a leading Kerala-based textile brand with presence across Kerala and Tamil Nadu. It has looms across the country, where thousands of master weavers design the best silk sarees matching the latest designs. Today Kalyan Sarees offers a wide range comprising bridal collections, ladies readymades, men's wear, kids wear and other textiles.
The brand wanted to tap into Kerala's biggest shopping season during the Onam festival. With every brand shouting to get noticed, Onam is a time of heavy media clutter in Kerala. With brands using Onam cues like King Mahabali, flower carpet, snake boat, etc., DDB Mudra Kochi created a campaign that stayed close to Onam yet was distinct and stood out from the clutter.
The significance of Onam is the visit of the great South Indian King Mahabali. People of Kerala eagerly welcome the King with beautiful flower carpets, dance forms and games. The campaign played on the thought that this Onam, Kerala will be visited by a beautiful Queen in the most exotic sarees of the region – sarees from Kalyan Sarees.
While every other brand talked about everything related to Onam like shopping, offers and Mahabali, Kalyan Sarees stood distinct by bringing an analogy of a Queen's arrival. The execution, both ATL and BTL, attempted to capture the brand's promise of making every woman feel like a queen. The film shows a grandfather telling his grandchildren the story of the Queen's arrival, thus connecting the brand's tagline of 'Stories Crafted in Silk'.
Dominic Savio, Office Head, DDB Mudra Kochi, said, “This campaign promised to make every woman look and feel like a queen. We consciously maintained a premium, aspiring imagery that stood true to the brand's promise. The success of the campaign is evident in the walk-ins and enquiries at the store."
The campaign has led to increased walk-ins at the store as well as uplifted the brand's imagery.
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