Rolls out innovative campaign targeting the ‘young male entrepreneur’ who has a packed work schedule and social life.
Hitesh Ranot | Delhi | October 6, 2010
Vimal is back with an eye-catching campaign created by Grey India for its latest innovation, a new anti-microbial fabric, aptly branded DEO2. DEO2 promises to keep the wearer fresh through the day. The campaign targets the ‘young male entrepreneur’ who has a packed work schedule and social life. The fabric ensures that the wearer looks their best throughout the day. Grey has created a striking visual campaign which conveys the core proposition of ‘Freshness’. In the print advertisements, the fabric is shown to be woven seamlessly into a design element of flowers sending across the message of long lasting freshness. While Vimal is an ‘iconic’ and trusted apparel brand known for its superior products and innovative technology, with this campaign it is clearly focusing on the younger audience in India. Hari Krishnan, VP and Branch Head, GREY Mumbai, adds “It was exciting to work on a legendary brand like Vimal. The proposition is simple and is born out of the product innovation. The campaign dramatises ‘Day long Freshness’ in a clutter breaking manner while positioning the brand as fashionable and aspirational.”
Goral Ajmera, Senior Creative Director, GREY Mumbai says “The Deo2 campaign was a creative challenge, since we had to mix fashion with a functional benefit. We used the fabric itself, crafted like flowers to connote all-day freshness. This usage of a floral metaphor communicated the functional message in an elegant way, befitting a fashion campaign.” Rajiv Pal, G.M. (Sales & Marketing), RELIANCE INDUSTRIES (Textile Division) says, “ This is a technology break-through in our category since all Suiting fabrics manufactured by us are with DEO2 and that too, at no extra cost to the consumer. The campaign captures our product innovation in a simple yet excellent manner and also positions VIMAL as a brand for the fashionable, young, India.” The campaign will run across in print and outdoor across the various metros and mini metros. Credits: Amit Akali / Malvika Mehra – National Creative Directors Karan Rawat / Rohit Malkani – Executive Creative Directors Goral Ajmera – Sr. Creative Director & Art Director Pallavi Chakravarti – Copy Supervisor Hari Krishnan – Branch Head & V.P, Mumbai Aparna K – Director, Client Services Kamia Wahi – Account Supervisor