Created by Point of View Brandcom, the new campaign taps key markets and is being promoted in print, outdoor and digital media
BestMediaInfo Bureau | Mumbai | April 24, 2015
Bag maker Baggit has launched a new campaign urging consumers to ‘Play The Life Game’. The campaign, created by Point of View Brandcom, reinforces the brand’s voice and core essence of ‘freedom of expression’. ‘Play The Life Game’ will also be the anthem that will form the basis of all advertising and design work for the brand.
Keeping the insight that the contemporary Indian woman is naughty, feisty, liberated, adventurous, carefree, daring, and limitless in mind, the brand campaign launched a slew of teasers before launching the main campaign that went live on April 17, 2015.
The campaign is being largely promoted in print, outdoor and digital media. In print media, the brand has used dailies like Hindustan Times in Delhi and Gurgaon, Bombay Times in Mumbai, besides fashion magazines.
In outdoor media, the brand is using markets like Mumbai, Delhi, Hyderabad and Bangalore, wherein 10-12? prime locations will have innovative hoardings. Apart from the regular outdoor hoardings, Baggit has taken all eight hoardings situated on Turner Road in Mumbai.
In digital media, the brand released a few teasers that preceded the main campaign on platforms like Instagram, Facebook, Twitter, YouTube and Pintrest.
Vicky Ahuja, Director - Sales & Marketing, Baggit, remarked, “Baggit has always been associated with independent and strong personas. It’s time that we pushed the envelope further. We must explore more. We must be more. Each facet of you deserves to be nurtured and celebrated, and through our campaign we want our customers to dig deep and rediscover their forgotten sides.”
A spokersperson from Baggit’s creative agency, Point of View Brandcom, said, “When Baggit came to us for their annual campaign, we saw it as an exercise in crafting a ‘voice’ for a fashion brand. It is one thing to evolve a creative voice for a brand, but quite another task to ensure that the creative expressions remain true to this voice. We wanted to break away from the ‘pretty picture’ approach that we’ve observed across categories within the fashion segment. It is not about being different for the sake of being different as much as it is about finding a relevant connection for Baggit in the life of its audience. Our campaign, ‘Play The Life Game’, is an effort in this direction.”
Agency: Point of View Brandcom
Creative director: Bhushan Pandit
Production house: Vanguard Films