GroupM conceptualises OOH campaign for Manyavar's entry into South India

GroupM, WPP’s media investment group, has designed and implemented an OOH campaign to mark the entry of Indian men’s wedding and occasion-wear brand Manyavar into the South Indian market.

With the onset of the wedding season in South India, Manyavar has entered the regional market with the launch of ‘Vivaham’ – whose collection is tailored exclusively for the consumer, consisting of the traditional South Indian attires, Panchakacham and Veshti.

To commemorate this occasion, the men’s festive-wear brand has partnered with GroupM OOH Solutions to unveil an OOH campaign featuring Ram Charan as the brand’s face in the region. Created under the banner #TaiyaarHokarAiye, the campaign features cutouts of the RRR actor donning Manyavar’s garments in 350+ installations across Andhra Pradesh and Telangana, with their dimensions reaching 70 feet at multiple locations. Furthermore, in locations such as Hyderabad, multiple consecutive bridge and pillar panels have been assembled and reinforced by GroupM OOH solutions for the brand.

Vedant Modi, Chief Revenue Officer, Vedant Fashions, said, “The Out of Home campaign has wonderfully captured the charisma, charm, and appeal synonymous with both, the Vivaham collection, as well as Ram Charan’s magnetic personality. It aligns perfectly with Manyavar’s vision of enhancing the modern Indian man’s traditional celebrations with an irreplicable elegance. Ram Charan was the obvious choice for this association, given his confident and compassionate persona - quintessential traits that resonate with the contemporary Indian man. We’re glad to have partnered with GroupM OOH solutions that helped us deliver this campaign successfully.”

Ajay Mehta, Managing Director, GroupM OOH Solutions, said, "We are thrilled to have executed this stellar campaign for Manyavar and be a partner in its strategic expansion into the South Indian market. The larger-than-life OOH installations, inspired by the uniquely South Indian culture of celebrity exaltation, and coupled with Ram Charan’s star power, enables the brand to authentically embrace a diverse set of audiences in the region, while ensuring awareness and retention for the brand in a fresh market."

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