Brand Factory, a fashion discount chain, has released its latest campaign #SpreadSmartness ahead of the festive season. The brand has launched a TVC called ‘Mir Ki Eid’, conceptualised and created by Karma, a division of DDB Mudra Group. The retail chain, a part of Future Lifestyle Fashion, had launched a few humorous and satirical ad films in October 2016. Those campaigns also talked about the discount and low pricing of the products at this retail store.
In the latest spot, the brand has featured a family celebrating Eid. The 35-second TVC narrates a tricky situation faced by the protagonist, ‘Mir’, when he meets his in-laws and how Brand Factory comes to his rescue.
Rendering a fresh perspective, the campaign uses situational humour to communicate that shopping at Brand Factory is the smartest thing to do. Adding an element of surprise, the TVC also promotes the special Buy 1 Get 1 offer which is on during Ramzan in a very interesting way.
Speaking about the campaign, Roch D’souza, CMO, Brand Factory said, “Keeping the tradition of infusing humour in real-life situations, through this campaign we have tried to portray a modern take on gifting during festivals. As a brand, we want to be relevant in the lives of consumers during the festive season and give them an experience of the Best Brands at Smart Prices.”
Talking about the creatives of the campaign, Sanjay Panday, Business Partner, Karma (Division of DDB Mudra Group) said, “We opted to portray a different perspective of shopping during festive occasions, rather than the typical emotional festive narrative. While humorously showcasing the festive moments shared by families, the campaign encourages them to spend their money wisely by making the most of the best prices at Brand Factory.”
The campaign will be extensively promoted on television, OOH and all social media platforms. Buy 1 get 1 free offer is valid from June 14 to 25 across all Brand Factory outlets in the country.
Title: Mir Ki Eid
Agency: Karma (division of DDB Mudra)
Production House: Creatr Films
Director: Alok Kulkarni
Producer: Danny V Lobo