Ten-seconder videos work best in terms of engagement, says Pawan Sarda of Future Group India

Future Group’s clothing brand Central recently launched #WeddingTales campaign through FB’s Thumbstopper to showcase its wedding collection for bridesmaids and groom squad.

The campaign, which has 10 videos, is conceptualised by NDMPL. Each 10-second video captures the essence of Indian weddings.

Pawan Sarda

Explaining why they opted for the micro-video option, Pawan Sarda, Group Head, Digital, Future Group India, said, "We have realised that making any videos within 10-15 seconds is very useful from the engagement point of view. At the group level, we are spending a lot on short-format videos from a digital and social media perspective."

The brand intends to make more such smaller videos under the #WeddingTales season two campaign as well as for the ‘SpringSummer 20’ campaign which starts from April, 2020. Apart from Central, Future Group plans to ride on the same strategy for its other brands. “We are pushing this across our group for all our digital formats; short video is the way to go and we are focusing on it completely. We are seeing some great results out of it,” Sarda said.

The brand on an average, through the Thumbstopper videos, is commanding one million impressions and enjoying a healthy conversion of 2%.

“Our consumers are hooked to the entire campaign, which was the actual reason to roll out the Thumbstopper campaign,” Sarda said.

Margaret Lobo

Speaking on the campaign’s insight, Margaret Lobo, Associate Director, NDMPL, said, “The insight was to convey the message via a campaign that shows Central is not only the place for western fashion wear but also the go-to place for wedding shopping, not just for the bride and groom, but also for bridesmaid and groom squad.”

The #WeddingTales campaign targets the age group of 18-25 years who are excited enough to enjoy each and every moment of their friend’s wedding—those who are carefree and hog the limelight of the wedding diaries.

To tap its audience, the brand chose the Thumbstopper medium and created stories that are relevant to the consumers.

Through the campaign, the brand aims to highlight and set Central as a shopping destination for every mood, style and occasion.

Siddharth Gaurav

“The brief that we gave to the agency was how exactly we can marry the multiple exciting stories on multiple occasions of Indian weddings with the multiple offerings of our latest wedding collection,” said Siddharth Gaurav, Marketing Manager, Future Group.

Gaurav said the response to the campaign has been very positive so far and consumers are waiting for newer episodes to come out.

The first season of #WeddingTales will end by the third week of November 2019 and the second one is planned for mid-December. “In the second season of Wedding Tales, we plan to collaborate with influencers to develop Thumbstopper videos based on their wedding memories,” said Gaurav.

Central also plans to collaborate with content platforms for the second season.

Speaking on the benefit of Thumbstopper in this campaign, Gaurav said, “Through Thumbstopper, one can tell a story in just 10 seconds. At the same time, one can understand what is being conveying through this concept. The idea was to portray impactful content for the brand Central in 10 seconds.”

As part of the #WeddingTales campaign, the brand stores display in-store visual merchandising on the lines of the digital campaign. There are specific sections of the wedding clothing named groom squad, bride squad; where the brand is showcasing its best of collections. “That is how we are predominantly connecting with consumers who are coming to the point of sales,” said Sarda.

A lot of cross-promotions with other brands have also being fixed.

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