In the legging market that was getting terribly crowded at an alarming rate, Rupa Softline wanted us to create a mind shift campaign that resonated with the TG and also parked the brand in an empty parking lot in the mind space.
As branding consultants we presented the concept of ‘Har Mood ke Sang Ek Naya Rang’. Strategically we were clear that at the price that we were selling, we could easily convince the buyer to buy more than one pair at any given time. So we pushed for the colour emotion that governs the Lipstick & nail polish spectrum that persuades the girl to own multiple shades and you must have a colour that matches your mood.
Not only did we get a powerful positioning in place we also targeted a healthier bottom line by increasing the average purchase to more than one piece at the time.
Bispasha was roped in as brand ambassador who we felt was a perfect brand fit, and a creative treatment was developed by our team led by Abhimanyu Mishra. The big idea was of magically transforming colours of leggings as Bipasha walked the runway to a very hip and peppy track.
Since it involved a very sophisticated level of VFX and SFX the highly respected and awarded Huzefa Lokhandwala was roped in whom along with Prakash Kurup and his PRIME FOCUS team designed a matrix that took the idea to another level.
The print campaign shot by Daboo Ratnani added further muscle to the campaign that gave the brand serious gains in numbers and perception across the country. Softline is today one of the largest selling leggings brand in India.
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