Our online business has seen a 2X jump in sales: Srinivas Rao, Lifestyle
Lifestyle, part of Dubai-based retail and hospitality conglomerate Landmark Group, has ushered in festivities with its latest campaign – ‘Dil Se Diwali’. The campaign takes a leap from 2019, to capture the heart of the celebrations in the context of the recent times, where everyone is looking forward to the dress-up and dispel the gloom by celebrating Diwali in their own unique way.
The campaign, conceptualised by Wunderman Thompson India, consists of two digital films with two-part storytelling, with 2 different Diwali Celebrations, accentuated by a memorable song. The films deliver the message of “celebrating the way your heart wishes” in a fresh new way.
Watch the ad films:
Commenting on the films and the campaign, Srinivas Rao, Senior Vice-President, Marketing, Lifestyle, said, “The ‘Dil Se Diwali’ films are a celebration of all the unique instances that comes together in this festival. Whether you are staying at home with your family or stepping out with your loved ones, the video will remind everybody of their favourite Diwali moments. Our all-new festive collection has also been designed and curated keeping in mind the occasions that Diwali brings forth and will ensure that no matter what the consumer mindset is, they will be dressed to stand out.”
Speaking on the film, Priya Shivakumar, National Creative Director, Wunderman Thompson India, said, “This year, the moods are many, sentiments are strong and everyone is looking for light and celebration to break the period of gloom, but in a way that makes them comfortable. Some want to stay at home, some want to step out within the comfort zone of friends and family, and others are still undecided. We wanted to acknowledge and make special all of these moods, mindsets and kinds of celebrations with our festive take for this year. So, ‘Dil se Diwali’ comes back with a fresh new feel that is both relevant and offers the choice of celebration to the viewer with each of the two films calling out two contrasting ways to celebrate the festival of lights. Lifestyle with its festive collection, makes you look good whichever way you choose to embrace the celebrations. With playful interactions, emotions, elegant festive backgrounds and a beautiful track, these films make it truly a Diwali of the heart.”
Further elaborating on the festive campaign, Rao told Adgully that targeted at men and women in the age group of 18 to mid-upper 30s, the videos would remind everybody of their favourite Diwali moments. The all-new festive collection has also been designed and curated keeping in mind the occasions that Diwali brings forth and will ensure that no matter what the consumer mindset is, they will be dressed to stand out.
He further said, “We wanted to portray all the different kinds of Diwali celebrations that people would lean towards. From those who want to keep the celebrations small, to those who will build on the festive occasion as an opportunity to reach out to their near and dear ones and share the spirit of the festival. The campaign was conceptualised considering all these unique, individual ways of celebrations, encouraging people to spread the brightness and joy in their own way.”
He informed that the Lifestyle Dil Se Diwali films have garnered over 5 million views so far, which continues to increase. “Customers have also shown a good response to the all-new festive collection both in-store and online,” he added.
For the festive season this year, Lifestyle has come up with several exclusive offers catering to different regions – starting from redeemable vouchers and free gifts like a Rio Induction cooktop, Swiss Military Trolley to exclusive products at an attractive discounted price upon shopping a certain amount like Harman ear pods, Timex Gusto Watch, Google Home Mini, Prestige Air Fryer and more.
Lifestyle has been seeing great traction for its online store, with its online business seeing a 2X jump in sales, as stated by Rao. Lifestyle is further strengthening its online store experience by revamping and launching its website and apps. “Curating the latest trends, top-selling styles & brands along with omni-channel features such as Click & Collect, the new Lifestyle online store makes the shopping journey for the customer seamless and engaging,” he added.
This apart, Lifestyle has integrated its distribution channels to improve inventory visibility and meet customer expectations in a better way. Warehouses have been fortified to handle the change that has been ushered in and the increased demand which has resulted in strong growth for its online business. Speaking about the various measures taken, Rao said, “For us, technology also plays a big role in supply chain management. Taking a leap towards automation, a Put to Light System ensuring effective storing and distribution at our warehouses have been put into place. This, along with a single view of inventory for efficient execution of online orders, has been implemented in key stores across the country. Being a true omni-channel player, our supply chain mechanics ensures a frictionless journey for us as well as the customer, all the way till purchase.”
While Lifestyle will continue to establish its presence in prominent malls across the country as and when they develop, keeping in mind the shift in consumer sentiment towards online commerce, it has bolstered its e-commerce site, lifestylestores.com, with curated festive collections, capsule collections for various occasions, a seamless purchase journey and of course, best safety measures.
Rao informed, “We have also come up with various innovative solutions to ensure that our customers have access to the best of fashion and brands through initiatives like The Lifestyle Style Express, which is a mobile fashion store, bringing the latest collection to our consumers’ doorstep in their apartment complexes and societies. We have also leveraged the power of WhatsApp based commerce along with personalised video calls and more.”
When it comes to the media strategy, Lifestyle has been constantly evolving its media strategy as per what best suits its customers. Rao said, “As per the current scenario, the focus will be on digital, supported by select OOH and print. Given that most of our key campaign launches happen digital-first, we believe that the medium will lead us to significant reach as this is where our target segment and customers primarily consume content.”