Euro ready to cut competition with 'size matters' campaign

Conceptualised by Scarecrow, the campaign, through a series of print ads and hoardings, asks men the million dollar question: 'What's your size?'

BestMediaInfo Bureau | Delhi | February 21, 2012

Euro, a fashion innerwear brand, has launched a new campaign to invigorate its brand presence.  The innerwear brand from hosiery company Rupa was launched with the campaign positioning 'Prepare to get assaulted'. The campaign was successful, but having run for years, the brand team felt it was time Euro took a fresh stance to reconnect with the target audience.

Talking about this new campaign, Rajnish Agarwal, President, Brand Promotion, Rupa & Co., said, "Euro is another success story from the house of Rupa. The earlier positioning 'prepared to get assaulted' had created a distinct space for Euro. Now we need to take it to the next level and cement our bond with the youth of India. The current campaign, 'What's your size?' is a step in that direction."

Developed by Scarecrow Communications, Mumbai, the campaign breaks all category codes and introduces a new brand of humour in the segment. It stems from the insight that 'size' is a big thing for men. It boosts their ego and even self-esteem.

Kapil Tammal, Senior Creative Director, Scarecrow, said, “We are in the process of revamping the entire Rupa portfolio in phases. Euro kicks off this transformational journey in style. For the idea to realise its full potential, we needed the casting and the production to be spot on. Models were flown in from all parts of Europe. We are happy. The production teams in India and Prague didn't let us down.”

The campaign, through a series of print ads and hoardings, asks men the million-dollar-question: 'What's your size?' Shot exclusively in Prague by ace photographer Colston Julian, the ads feature international hunks posing in the buff, with their essentials covered with various funny props.

Sarvesh Raikar, Creative Director, Scarecrow, said, “The campaign is cheeky, playful and clutter-cutting. An absolute fresh take, powered with a line, which we think will strike a chord with today's youth and work its way into coffee-shop conversations and friendly banter."

"Mine is bigger than yours is the most fundamental male insight. The campaign is single-mindedly based on this insight. Hence, we think the campaign will touch a chord with the audience,” added Manish Bhatt, Founder Director, Scarecrow.

The Print ads:

Credits:

Creative Team: Manish Bhatt, Raghu Bhat, Kapil Tammal, Sarvesh Raikar, Ankit Dembla, Sushant Dharwadkar

Account Management: Khadija Attarwala

Clients: Rajnish Agarwal, Soumitraa.

Photographer: Colston Julian.

Production House: Salt Management (Raman Lamba & Shona Urvashi), Mumbai, and Pavleye Artist Management and Production, Prague

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