Arvind Lifestyle Ltd.’s Unlimited Family Fashion Store has signed What’s Your Problem (WYP) as its digital and social AOR.
Unlimited is a contemporary fashion store, which offers high-quality, aspirational fashion wear at affordable prices for the entire family.
As part of the mandate, WYP Brand Solutions Pvt. Ltd. will work on Unlimited – the parent brand, plus some of the in-house brands, including international fashion label Elle.
CS Shekhar, CEO, Unlimited, said, “We went with WYP because they are not a digital agency but in fact an agency for a digital world. The fact that they are a fully integrated agency which handles mainline mandates for most of their clients, ensures that we get integrated thinking, even if the medium of execution is digital. Today digital is a part of everything and everything is a part of digital, be it activation, retail or creation of brand love. More importantly, they come from understanding the consumer and then creating work that connects to them. The next few years are very important for our growth as a brand and we’re excited about partnering with What’s Your Problem.”
Tejas Mehta, Director, Strategy and Account Management, What’s Your Problem, said, “We’re excited because the team at Unlimited is trying to build a fashion brand with a purpose, with a consumer insight at the heart of everything they do. Like us they believe that digital is just a medium and our thinking isn’t restricted to that. We’ll be focussing on creating ideas that connect with the consumers and more importantly get them from digital spaces to the store and interact with the brand.”
WYP has already started on the first campaign – #StoryInEveryChild, which is activation-led. This campaign plans to get kids and parents into the stores, by conducting storytelling workshops at Unlimited Fashion malls. This is part of a larger project that is aimed at helping kids nurture their imagination and creativity.
“While we start with training kids, we intend to actually choose the best stories and storytellers and help them become authors by releasing a book capturing all their stories. The insight, ‘There’s a story in every child’, holds the creative together, beginning with a video inviting people to register for the workshop,” said Ruchita Zambre, Creative Director, WYP.