Craftsvilla associates with Kinetic India for new communication “Latest se latest ethnic fashion”
The Mumbai-based online ethnic store Craftsvilla, recently came up with an Outdoor campaign with Kinetic India, a leading out of home advertising agency. The objective of the campaign was to drive awareness about various collection and offerings establishing core messaging of one-stop-destination for women’s shopping. This campaign was executed in 7 towns (Mini-metros and non-metros) making a statement of the brand. The campaign communicates to the women TG who are constantly discovering themselves.
Considering the brand communication and reaching to the core TG group, with the help of ‘Kinetic Academy’ our proprietary suite of tools we were able to draw insight deriving an approach of creating Impact, Initiating the brand conversation with consumer Involvement. To address this approach we took media mix of large formats at key junctions, arterial roads and shopping destinations dominating the city, while created omnipresence at consumer touchpoints with Metro branding, BQS we followed the consumer. The 15 day campaign helped us connect with the consumer by activating the brand in OOH.
On this association, Manish Kalra, Chief Business Officer, Craftsvilla said, “We use OOH as a reminder media and have followed a focused approach while developing our outdoor campaign. The emphasis was to reach out to core audience in select cities and in high reach and impact locations. A right mix of outdoor hoardings and other options like metro train branding and pole kiosks were chosen in these cities. Our outdoor agency, Kinetic has created a perfect mix of quality sites to create an impact for the campaign”.
Commenting on same, Yusuf Merchant, Associate Vice President –West Head, Kinetic India, “It is our pleasure to be associated with Craftsvilla.com and allied to bring them the best OOH planning and campaign visibility with help of Kinetic Proprietary Tools. We micro-targeted the audience at the areas of their interest and were successfully able to pull off brand communication raising the bar of strategy and scheduling meeting the campaign objective.