Laqshya gets 'Skult' from Abof trending on Outdoors

The agency identified pockets for the brand to showcase it youth-centric product. The month-long campaign got good results

BestMediaInfo Bureau | Mumbai | November 28, 2016

Abof announced the launch of athleisure fashion brand, Skult, in October, which is exclusively available on its portal – abof.com. Laqshya Solutions has taken this street-wear hybrid trend to next level with the latest outdoor campaign.

Skult, the eccentric brand, confided Laqshya Solutions to reinforce the brand's stature louder and wider. The task in hand was to bring the message of the campaign live along with creating a lasting impression of the brand with its TG.

The campaign went live in Bangalore, Mumbai, Goa, Chandigarh, Guwahati, Mangalore, Surathkal and Manipal with a heavy focus and skew towards the ecommerce shopper. A lot of insights were put in place to arrive at the pockets that would have the best of impact on the potential customers.

The focus was on the multiple touch points that guaranteed the most impactful congregation of TG to identify the crucial arterial routes that were part of their daily routine. Laqshya mapped the media units in place to get the best picture to reach out on scale and influence. Laqshya cleverly handpicked the panoramic sites, which could magnify the campaign's reach and would help spread the brand's message.

The selected media units looked compelling with the brand message 'Skult by Shahid Kapoor' in a brilliant black and white creative that were scattered across the key markets at all prime locations. The month-long campaign created a lot of buzz.

Naresh Bhandari

Speaking about the campaign's success, Naresh Bhandari, Senior VP, Laqshya Solutions, said, “The campaign is undoubtedly the most talked about on outdoors these days. By creating exclusive and larger than life portrayal of the brand, the campaign has been successfully grabbing eyeballs. Our team has delivered a plan that's high on notice ability and impact. With a month to go, the brand will enjoy a very good brand salience.”

Ashim Chatterjee

Ashim Chatterjee, Chief Marketing Officer, abof.com, said, “We are extremely excited to partner with Shahid Kapoor in creating India's first athleisure fashion brand. The early response is very positive. We were happy to partner with Laqshya for the launch of the Skult brand. The Laqshya team helped us select the best outdoor sites in different cities which helped amplify the launch.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com