The online design house has rolled out its first integrated brand marketing campaign in both the digital and outdoor mediums
BestMediaInfo Bureau | Mumbai | March 10, 2016
Red Polka, an online fashion discovery portal with handpicked designs, has launched its first-ever marketing campaign to celebrate womanhood. The campaign titled ‘The Chosen One’ is in sync with the brand’s tagline of celebrating women and their achievements.
The fashion portal chooses to emphasize that the life of a woman is a truly gifted one, embodying both strength of character and delicate emotions. Vishakha Singh, Founder, Red Polka, and a firm believer in the winning traits of working women, said, “The genesis of Red Polka is to enable amazing designers’ businesses and this campaign is dedicated to celebrate the chosen one.”
The campaign showcases designers like Nishita Toprani of Little Pixie (little girls’ clothing), Aradhana Nagpal, Dhoop, Diya Mehta of Diya Mehta Clothing, Devangee and Shruti of Vivat and Pooja of Intoto footwear. Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram.
The emphasis on the designers is in keeping with Red Polka’s character, for the portal is not only about curating designs, but its designers too. The campaign showcases designers with their element of design, like floral bands for Nishita as she uses flowers in all her designs, a wooden goat from Assam for Aradhana as her design inspirations come from the eastern part of the country, a tree for Diya Mehta, as she is inspired by a tree and her logo carries a tree. A black and white raw effect give a real feel to the storyline.
Singh, who is also CEO of Red Polka, said, “In the last one year, Red Polka has been accepted by both designers and shoppers. The repeat visits by customers on our portal and renewal of designers’ registration with us is a testimony to the fact. While we celebrate womanhood every day, we decided to dedicate this week’s edition to ‘The Chosen One’ and rolled out a campaign to celebrate amazing stories from real life.”
With the traffic on the site steadily rising, Red Polka has been undertaking strategic marketing initiatives. The company organized activation through the Red Polka show, an offline and an online initiative in Mumbai’s Powai and Bandra in the first week of March. This first ever exhibition saw a massive crowd of shoppers checking the spring collection.
Singh said, “We are overwhelmed with the response we got for ‘The Red Polka Show’. Because we handpick designers and their products, it is important to see the impact of curation and it was lovely to see bags in the hands of shoppers with 75 per cent of conversion at these offline shows. For a startup, these tractions add to the motivation to drive ahead.”
Red Polka is an e-commerce enabler, targeted at women shoppers who are 23 years of age or older. The portal was launched by Vishakha Singh in January 2015. Brands pay a fee to register with Red Polka to showcase their products. Shoppers who surf the Red Polka website and click on a product, are directed to the retailer's site to complete the transaction.