Craftsvilla's 'latest se latest ethnic fashion' campaign goes outdoor

The campaign, executed by Kinetic in seven towns, communicates the message of the online store being a one-stop destination for women's ethnic wear

BestMediaInfo Bureau | Mumbai | July 27, 2016

Mumbai-based online ethnic store Craftsvilla recently came up with an outdoor campaign with Kinetic India, a leading out-of-home advertising agency. The objective was to raise awareness about various collections and offerings at Craftsvilla, a one-stop destination for women's ethnic wear. The campaign was executed in seven towns (mini-metros and non-metros), making a statement for the brand.

With the help of 'Kinetic Academy', the agency was able to draw insights to derive an approach of creating an impact and initiate the brand conversation with consumer involvement. To address this approach, the agency took a media mix of large formats at key junctions, arterial roads and shopping destinations dominating the city, while creating a presence at consumer touch points with metro branding and bus shelters to follow the consumer. The 15-day campaign helped the agency to connect with the consumer by activating the brand in out-of-home (OOH).

Manish Kalra

Manish Kalra, Chief Business Officer, Craftsvilla, said, “We use OOH as a reminder media and have followed a focused approach while developing our outdoor campaign. The emphasis was to reach out to our core audience in select cities and in high reach and impact locations. A right mix of outdoor hoardings and other options like metro train branding and pole kiosks were chosen in these cities. Our outdoor agency, Kinetic, has created a perfect mix of quality sites to create an impact for the campaign.”

Yusuf Merchant

Yusuf Merchant, Associate Vice President, West Head, Kinetic India, said, “It is our pleasure to be associated with Craftsvilla.com and allied to bring them the best OOH planning and campaign visibility with the help of Kinetic Proprietary Tools. We micro-targeted the audience at the areas of interest and were successfully able to pull off brand communication, raising the bar of strategy and meeting the campaign objective.”

Info@BestMediaInfo.com

Info@BestMediaInfo.com