The tri-series campaign by IBD shows the different advantages of wearing Only Vimal as it boasts of features such as fabric protection, freshness, crease-free
BestMediaInfo Bureau | Mumbai | September 8, 2016
IBD, a Percept Hakuhodo Company, has launched a series of campaign for Reliance Industries’ clothing brand Only Vimal. The firm recently won the strategic and creative mandate for the brand.
The campaign is re-staging of an iconic brand. Only Vimal, which has to its credit many patented technologies, has been innovating its product portfolio and offering technologically superior fabric keeping in mind the life and aspirations of young India.
For the first time, a brand in the fabric category is positioned completely on technology; this in itself is a unique thing. Only Vimal represents the ‘Man of action’ much like the youth today, who handle multiple roles in life with ease. The brand Only Vimal, with its unique products, plays an important role in helping them fulfil their various roles.
The first campaign shows three men wearing Only Vimal suits as they are ready to go for their bike ride. The end of the journey shows how the brands’ fabric protection keeps the suits dust-free, stain-free and fresh.
The second campaign shows a man working round-the-clock in the brands’ outfit. When he goes for a party at the end of the day, his clothing is as fresh as new, showing Only Vimal’s fabric freshness technology.
The last one shows the protagonist getting out of a taxi, runs across the road, crosses an obstacle to meet someone. His friends are amazed to see him come back without any creases on his attire. All the campaigns end with the brands’ logo and a background voice repeating its name.
Vivek Mehta, Head, Marketing, Reliance Industries (Textiles), said, “IBD has successfully created an aura for Only Vimal and delivered a differentiated brand story, through outstanding creative work, we are very happy with the campaign outcome.”
Rahul Gupta, Managing Director, IBD said, “Only Vimal carries global aspiration and the TVC stayed away from the clichés of portraying a man as attractive and successful. The fabric is the hero of the story, and the campaign effectively delivers ‘technologically superior brand values’ of Only Vimal. The campaign is aimed at creating greater relevance with the modern day life of people and building a completely different brand persona as compared to the other competing brands in the category.”
In today’s hyper competitive age where market dynamics change at the speed of light, brands need a new breed of agencies that identify the right creative solution at the dynamic pace of the consumer demand. IBD is one such new age agency. Perhaps that is why, at IBD, many prestigious accounts have been won in the face of stiff competition from marquee names of the advertising world. In some cases, even when the competing agency has a global alliance working for it.
Client: Reliance Industries
Brand: Only Vimal
Chief Creative Officer: Rahul Gupta (also the MD, IBD)
Creative Director Copy: Anand Halady
Creative Director Art: Mandar Wadke