Future Group’s fbb fortifies sleepwear brand Shyla, eyes double digit growth
Future Group’s fbb is out to strengthen its sleepwear brand, Shyla, with a new campaign. Created by DDB Mudra, the campaign showcases the wide range of sleepwear fashion for women from Shyla and seeks to establish the brand as a one-stop destination with a large variety of options to choose from.
The ‘Pretty Har Pal’ campaign aims at making every woman feel beautiful – wherever she is, however she is – every moment.
Speaking about the brand and the new campaign, Prachi Mohapatra, CMO, fbb, said, “fbb has been a pioneer when it comes to trendy youth fashion. We are delighted to launch Shyla and celebrate it with ‘Pretty Har Pal’ campaign. The campaign is refreshing and cherishes small joys of life and at the same time showcases the entire collection.”
Commenting on the creative, Ashish Pathak, Executive Creative Director, DDB Mudra, said, “Through the campaign we wanted to project moments that women cherish being themselves with their loved ones, family and friends. The campaign is a sheer reflection of the light and cheerful moments women create when they are in their comfort zone.”
Elaborating on the objective of the campaign, Prachi Mohapatra said, “For the past couple of years, we have been very successfully establishing brand fbb as a one stop destination for all fashion requirements. As a step ahead, it was about time that we started establishing ourselves at categories that have dominant space in our product portfolio. Sleepwear is one such category which hadn’t been taken into cognizance. Hence, our aim was to establish our brand Shyla sleepwear in this segment and own the leadership stance.”
The brief given to the agency was simple and straightforward – to create a ‘heart tug’ for smart young women who love to look and feel comfortable in whatever they do. She’s is beautiful in her own sense, even in the most mundane of moments. She is ‘Pretty Har Pal’. “We wanted a slice of life and communicate to all women out there that she is pretty every moment, thereby showcasing our range of sleepwear,” Mohapatra added.
The strategy is to have the top of mind recall for every woman who makes a purchase for sleepwear.
The brand is targeting not just female buyers in the 15-40 age group, but also the males who, sometimes, are the influencers in the purchase decision. However, the communication is very crisply addressed to the female TG.
When asked about the strategy for the Tier 2 and 3 markets, Mohapatra replied, “As a brand we have been very active in these markets. The purchase behaviour in these markets is experiencing an interesting change. These are evolved fashion consumers who know what they want. Hence, they do lend an ear to good communication and interesting campaigns. Therefore, Tier 2 and 3 markets will always remain high on our plans.”
She believes that the brand has the first mover advantage here since no other brand has celebrated sleepwear the way Shyla has. “Hence, we believe that by the end of the year we’ll clearly dominate the consumer mindspace and own the market leadership in this category. In terms of business also we are expecting a year on year strong double digit growth,” Mohapatra affirmed.
Creative Agency: DDB Mudra
Creatives: Ashish Phatak, Vilsen Gonsalves, Siddhesh Khatavkar, Savya Narang, Roy Sebastian
Account Management: Anurag Tandon, Kamia Wahi, Aparna Mody, Ankita Patel
Account Planning: Mehak Jaini, Sourabh Bharadwaj
Films Team: Vishal Sane, Meenaz Lala, Daniel Bhattacharjie
Production House: Method Productions
Director: Marlon Rodrigues