V-Mart Retail Ltd., the retail chain store, is set to roll out its campaign with Ayushmann Khurrana and Bhumi Pednekar as its brand ambassadors. Khurrana and Pednekar have a strong connect with the aspirational and young middle-class families, making them the perfect fit for the brand. The campaign has been designed by Dentsu Impact, the creative agency from Dentsu Aegis Network.
“V-Mart Retail Ltd. is one of the fastest growing value retailers in India and I am delighted to be associated with them as their brand ambassador. The value-retailer is taking fashion to the hinterland of the country, where the actual India resides and offering the best of styles and trends for all age groups under one roof. I love the Men’s wear collection at V-Mart; it offers a great mix of trends and value-pricing, making it a great destination for affordable fashion shopping,” said Khurrana.
Commenting on the association, Pednekar said, “I was astound to see the vast range offered at V-Mart stores and the sheer reach of the brand in the tier-2, 3 and 4 towns in India. It is really exciting to be associated with a brand, which is providing latest fashion trends to the young and aspirational middle-class, residing away from the metros, at unbelievable prices.”
The campaign exemplifies V-Mart’s attempt to break away from the clutter and firmly establish its market leadership among its target segment. It is also first major branding exercise to create brand differentiation and recall among the consumers.
Snehal Shah, Sr VP, Marketing and Operations, V-Mart Retail Ltd., said, “We are super-excited to associate with young talents like Ayushmann and Bhumi. We are a brand that believes in hard work, understands the requirements and dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann and Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”
Opting to go for a brand ambassador was a well thought-out, strategic decision aimed at fuelling the next leg of growth for the home-grown retailer. Khurrana and Pednekar command a strong connect with the aspirational and young middle-class families, hence standing out as a preferred choice to be the face of the brand.
Soumitra Karnik, Chief Creative Officer, Dentsu Impact, said, “It was an extremely exciting project for the entire team at Dentsu Impact. This happens to be a crucial phase for VMart in it envisioned journey of being the ‘most preferred destination for affordable fashion’. All the ingredients of success were well laid out in front of us – a fantastic client, the fabulous pair of Ayushmann and Bhumi, a highly entertaining script built around the brand’s vision, extremely talented director in Shlok Sharma and a super refreshing music by Rahul Pais. And of course, the highly driven team of Dentsu Impact and C-Lab.”
Chief Creative Officer: Soumitra Karnik
Creative Director: Ankur Garg
Associate Creative Director: Rashi Gupta
Associate Vice-President, Films: Dawa Lama
Art Director: Tushar Verma
Client Servicing Team:
Vice-President: Megha Jain Sadhwani
General Manager: Navin Singh
Group Account Manager: Sheeraj Sengupta
Senior Director: Krittika Chakraborty
Associate Project Director, Qualitative: Sudhanshu Dash
Planning Executive: Yashika Chugh
Production House: Absolute Productions
Director: Shlok Sharma
Producer: Sadhya Vyas