VML India wins StreetWear by Revlon

StreetWear aspires to become India's most stylish cosmetic brand for millennials, and this is the digital mandate which VML India is expected to fulfil

BestMediaInfo Bureau | Delhi | March 20, 2015

VML India has been awarded the digital AoR responsibilities by StreetWear India after a multi-agency pitch in December. StreetWear is a cosmetics brand present in India since 2004.

In October 2014, the brand was relaunched with new packaging, reinvented formulation and a new brand story. In 2015, StreetWear aspires to become India's most stylish cosmetic brand for millennials. To do this, the brand needs to appeal to the TG in ways beyond a favourable price point. This is the digital mandate which VML India is expected to fulfil, using digital to create a strong emotional connect with the audience translating into increased usage and consumption.

StreetWear Color Rich by Revlon leads its communications with a philosophy #whynot. It strives to inspire young women to experiment with colour to express themselves. The brand was relaunched with a #whynot blog, where its four StreetWear brand ambassadors shared their #whynot stories.

Supported by branded content across social channels and in-campus activations, StreetWear spread the #whynot message with colour. In a latest extension of this campaign, the brand is on a journey with fashion blogger Rhea Gupte as she explores street fashion across India with Jaiput as the first stop.

A Revlon spokesperson said, “StreetWear as a brand is aimed primarily at the 18-25-year-old woman in India. Digital therefore becomes our lead channel to build relevance and affinity with this audience. We have worked with VML for Revlon and are confident they will turn around digital for StreetWear as they did for Revlon.”

Tripti Lochan

Tripti Lochan, CEO of VML, said, “We have had an exciting and fulfilling journey with Revlon since 2012 and are extremely happy to be able to extend that relationship to include the StreetWear brand. StreetWear is a fresh, dynamic brand in the cosmetic space and we are keen to partner with them on this digital foray.”

VML is a global marketing agency that delivers forward-thinking ideas and solutions for leading brands like ICICI Bank, Mahindra & Mahindra, Revlon, Dell, INSEAD, Changi Airport and Mattel. In 2001, VML joined the world's largest communications services group WPP.

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