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‘A new you everyday’, with Westside

The campaign created by Ogilvy aims to feature the endless lifestyle possibilites through the brand

Neha Saraiya | Delhi | September 14, 2011

Westside, in a bid to project the new look and feel of the season, has unveiled a new communiqué - ‘Endless Possibilities’. The TVC released on August 25 has been developed by Ogilvy Mumbai.

Uma Talreja, Head-Marketing, Westside, told BestMediaInfo.com, “Endless Possibilities is the expression of an imaginative lifestyle and experience which is the promise that Westside is making to its customers. Westside offers customers a range of exclusive own brand products which can create limitless possibilities for customers to express their style and mood. It’s a promise of something new, a promise for a better tomorrow.”

She adds that the theme behind the campaign emerged from the consumers' need to defeat sameness and cloning, evident in mass fashion today. Thus the idea for using multiplicity as an execution for endless possibilities demonstrates a ‘new you everyday’.

This is the first big communication exercise after the brand moved to the agency in October 2009. Since then, a lot of Outdoor, Print and Digital ads have been crafted by the agency for the retail brand from the Tata group.

[youtube]http://www.youtube.com/watch?v=WWaD1PLasv8[/youtube]

The 50-second film shows actor and model Giselli Monteiro in five different avatars donning a new look every time. Be it a boho girl with an indi vibe, the chic style blonde, the uber sexy diva, or the casually stylish girl next door.

Sukesh Kumar Nayak, Group Creative Director, O&M, explaining the reason for choosing the ‘Love Aaj Kal’ beauty, said, “There were multiple changes for her in the film, and considering the fact that she is very endearing, she carried the attitude with each look perfectly.”

Produced by Good Morning Films and directed by Sashank Chaturvedi, the film was shot with a special team including a high quality camera flown especially from London. Nayak explained that this move was made to shoot the layers of the person back to back, like the way Giselli has been shown donning different looks in one frame.

Set against the exotic location of Prague, the thematic TVC was shot over three days. The background music of the film-‘Aaja Aaja Mai hu Pyar tera’ is the original composition from the Bollywood classic, ‘Teesri Manzil’, featuring Shammi Kapoor.

The retail brand targets an increase in its brand awareness by 20 per cent and to push Westside amongst the preferred shopping destinations.

The campaign will be supported by activities to create mall visibility for a direct impact at stores. There will also be a digital extension, direct marketing to members of Clubwest and an in store extensions across windows and product display.

Agency: Ogilvy  Mumbai

National Creative Director: Abhijit Avasthi

Executive Creative Director: Sumanto Chattopadhyay

Group Creative Director: Sukesh Kumar Nayak

Associate Creative Director: Hemal Jhaveri

Creative Controller: R Pratheeb

Head - Planning: Kawal Shoor

Senior Creative Director: Heeral Akahaury

Senior Vice-president: Shampa Maitra

Vice-president: Vivek Verma

Producer: Vikram Kalra

Director: Sashank Chaturvedi

Production house: Good Morning Films

Neha@BestMediaInfo.com

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