Brand Factory launches a digital IP, Brand Stock Exchange

To further amplify its positioning as a discounted outlet, Future Group’s retail discount chain, Brand Factory, has launched its digital IP, Brand Stock Exchange, announcing discounts in a bidding format. The online bid will be live for 24 hours and customers will get a chance to trade and grab products at discounted rates.

Brand Stock Exchange’s online bid will be hosted on the landing page of the brand’s website and their Facebook and Instagram handle on September 3. Twelve top-notch brands will be displayed on the listing and the additional discount (over and above the in-store discounts) will keep fluctuating. The audience will have to claim their favourite brands at a particular discount.

The campaign has been launched on digital platforms such as Facebook, Instagram, Twitter, and third-party platforms. Various influencers will talk about Brand Stock Exchange and create hype about the promo on their Instagram handles. A tutorial video will be shared by the brand to educate the consumers and explain the concept of Brand Stock Exchange.

Roch D’Souza, CMO, Brand Factory, said, “We are excited to unveil the Brand Stock Exchange campaign. The idea is to bring in the greed and urgency for the offers, which instigates the consumers to pre-book on the basis of their most desired offers. For the first time, India gets a chance to decide the discount on their favourite brands. We are using multiple legs from media to influencer campaigns for creating a buzz. The aim is not just to educate consumers about the concept but engage with them.”

The digital campaign is promoted by IdeateLabs.

Ashish Rana, Business Head, IdeateLabs, said, “It is a buzz-worthy campaign that we are forging for Brand Factory. The communication approach of Brand Factory is always young, quirky and smart. To carry this forward, the communication plan comprises of memes for educating the audience, giving them the feeling of Fomo and instilling greed to grab great discounts.”

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