MxMIndia

Category: PRODUCTS

  • … followed by Cadbury, Google, Britannia, LIC, Microsoft, Intel, HP, Parle and Samsung in Havas Media study

    Amul is India’s Most Meaningful Brand

     

    By A Correspondent

     

    Amul has emerged as India’s Most Meaningful Brand as per the Havas Media ‘Meaningful Brands’ study announced today. This is the study’s sixth edition globally and for the third year in India.

     

    In India, ‘food’ is one of the most meaningful sectors, according to the study, attaining strong attachment and trust. Food brands are especially meaningful for making our daily lives better with their rational benefits of savings, convenience, health and better nutritional habits. Local brands like Amul take the lead with multinational corporations like Cadbury who introduce local brands to resonate with consumer context and tastes, locally, according to a communique.

     

    The Top 10 Meaningful Brands 2015 are as follows:

    India: Amul, Cadbury, Google, Britannia, Life Insurance Corporation (LIC), Microsoft, Intel, HP, Parle, Samsung

     

    Global: Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, Nivea, Visa, IKEA, Intel.

     

    The findings note that Indians have the highest attachment towards Life Insurance Corporation of India (LIC), the state-owned insurance group. Interestingly, 86% of people would care if LIC disappeared tomorrow (globally most people do not care if 74% of brands disappeared the next day).

     

    Meaningful Brands, Havas’ metric of brand strength, tracks 1000 brands and 300,000 people over 34 countries, across 12 industries. The India leg, its most extensive yet, covered 100 brands, 13000 people, 11 sectors, across the country. The research covers all aspects of people’s lives, including the impact on collective wellbeing (the role brands play in our communities and the communities one care about), in personal wellbeing (self-esteem, healthy lifestyles, connectivity with friends and family, making lives easier, fitness and happiness) and marketplace factors, which relate to product performance such as quality and price.

     

    Further, Asia Pacific stands out as one of the best relationships between consumers and brands from across the globe. According to the study, in India, brands have a high level of meaningfulness and are seen as providers of personal and collective wellbeing. They are viewed as much more than functional products. Brands here are also seen to be meeting consumers’ expectations more than in any other region. Sample this: 75% of Indians believe brands should play a role in improving our quality of life and wellbeing; the Asia Pacific the average being 69% and the globally average 67%. More than half i.e. 67% of Indian’s feel that brands are working hard at improving our quality of life and wellbeing, compared to an Asia Pacific average of 55% and Global average of 38%.

     

    The study found that for every 10% increase in meaningfulness, a brand can increase its purchase intent by 6.6%, repurchase by 3.2% and price premiums by 10.4%, statistically demonstrating that a brand’s

     

    Speaking about the study, Anita Nayyar, CEO, Havas Media India & South Asia, explained:  “This is our largest India study to date in size and scope. Marketers will be encouraged to know that India once again stands out as the No.1 country, globally, where consumers have the closest relationship with brands. India is also the most ‘grateful’ country, rewarding meaningful brands, in business terms. We are seeing that in a developing economy like India, unlike the West and more developed economies, people are more trusting of brands. People here believe brands can play a meaningful role in their lives and that brands are working hard towards improving our quality of life and wellbeing. This creates tremendous opportunities for brands in India to communicate and connect with their customers, in our organic world – which is at the core of the Meaningful Brands Project.”

     

    Added Mohit Joshi, Managing Director, Havas Media Group India: “People in India are happy to have brands as partners and as enablers to help them improve their quality of life and wellbeing. While in the West there is a high commoditisation of brands, people in India,have ‘high expectations’ and ‘reward’ those brands that contribute to their wellbeing – this is the second time in a row that LIC has scored as the brand with the highest attachment. The study throws open exciting possibilities for marketers and brands to interact with their customers.”

     

  • The objective is to enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio

    Dentsu creates new campaign for Maruti Suzuki Celerio

    By A Correspondent

     

    Taking cues from the brand positioning ‘Life takes a leap’, Maruti Suzuki Celerio has launched a new campaign ‘Aajkezamaneyki leap’ that celebrates the progressive mindset of the many owners of Celerio and highlights how Celerio is a progressive car.

     

    The objectiveisto enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio.

     

    With a strong product connect and India’s first Auto Gear Shift, Maruti Suzuki Celerio has successfully met its brand promise of ‘Life takes a leap’. Moving forward, it becomes imperative to create brand differentiation and strengthen the brand connect. The approach was to revisit the positioning ‘Life takes a leap’ itself in order to explore different ways in which ‘progressive’ could be interpreted. Different aspects of progressiveness were explored to be able to identify progression which best describes a leap in mindset.

     

    The core idea behind the films was to communicate the brand message in a way that the audience could relate to.  Hence, the essence of all the three 30 second films is the same, and uses every day scenarios to establish the progressive mindset of the Celerio owner. In the Lesson film, it is the wife who is tutoring her husband on how to use the Auto Gear Shift. The Cricket film, a special film developed for the sports season showcases how a young girl defeats her twin brother in a game of cricket. The third film in the series has been developed especially for the Southern region and is built around an unusual family where the parents are seen partying till late while a young couple is waiting for them outside. All the films in the series help to establish the thought that Maruti Suzuki Celerio helps you take a modern day leap.

     

    R S Kalsi

    R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India said, “Celerio has been a game changer for Maruti Suzuki. With its unmatched style, best-in-class cabin space, exciting gizmos, best- in-class mileagecoupled with the revolutionary Auto Gear Shift,Celerio lives up to its brand promise of ‘Life takes a leap’ in the life of the consumer. From the first to launch the AGS (Automatic Gear Shift) andsuper-compact diesel engine technology in passenger cars, it has been creating a delight for the progressive Indian. With this we propose to strengthen brand Celerio’sconnect with younger audiences.”

     

    Sumitra Sengupta, Executive Creative Director:“We wanted our Celerio owners to exemplify real people taking small leaps in thought, action and tolerance every day and all that – in a light-hearted manner. That’s what the entire creative team set out to do and achieved it without being preachy!”

     

  • A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime

    Breakthrough gets mothers to educate sons on evident social evil

    By A Correspondent

     

    Every woman deals with sexual harassment in varying degrees in her day to day life. A survey by Breakthrough showed that 90 percent of women and girls have experienced sexual harassment once in their lifetime.

     

    For the most part, young boys and men are unaware of what actually constitutes sexual harassment. Many of their actions that are ‘fun’ to them can actually be categorised as harassment.  Worse still, their actions are justified by friends, family and community with a dismissive statement – “boys will be boys”. This attitude had to change, if we had to root out this evil from Indian society.

     

    Zenobia Pithawalla – Executive Creative Director, Ogilvy & Mather said: “The task at hand was to go beyond creating awareness. Society needed a solution. To talk to these young men, we decided to partner with the greatest influencers in their lives – their mothers. It was important for every son to realise even his mother is not spared. So we invited mothers to share their sexual harassment stories with their sons. In the hope that every son will do his bit to ensure what happened to his mother doesn’t happen to another woman.”

     

    Sonali Khan – Country Director, Breakthrough said: “When Zen and her team presented creative ideas this one stood out. Conversations about sexual harassment don’t happen within Indian families. I have a 19 year old son and I asked myself, ‘did I ever have such a conversation with him’? If a parent has such a conversation what will be the impact? Also do boys understand the incidences they call ‘small’ can gravely impact a girl’s life?  Changing the way you think about harassment is key. And this communication tries to do that. Nothing is trivial.”

     

  • Campaign rides on the punchline of ‘AnguthaNahiKalamUthao’ through its latest product launch of Linc Touch (Pen+Stylus)

    Linc Pens drives a social message through latest ad campaign

    By A Correspondent

     

    Linc Pens is set to win the hearts of the consumers by highlighting a social cause with its latest TVC for its product branded as ‘Linc Touch’. Linc Touch is next in line in the ‘future-ready pens’ product basket of Linc Pens after the launch of LincTwinn in October 2013. The idea is to provide a product with a high value proposition which is cleverly done in Linc Touch as the product combines the power of a ball pen and a stylus in a single body at a price of Rs.20.

     

    The communication reflects on the utility of Linc Touch while juxtaposing the importance of literacy in today’s world. With India’s digital populace increasing by leaps and bounds, the TVC reaches not only to the core target group of touchscreen smartphone users for this pen but also beyond..riding on the message ‘AnguthaNahiKalamUthao’ thereby hitting the 26.2 per cent of the Indian population which stands below the literacy line.

     

    The advertisement features young set of friends chilling on a Sunday afternoon while the doorbell rings. Shanti Bai (played by SuhitaThatte), the domestic help opens the door to the postman (characterized by Bhupesh Singh) to receive the package by putting her thumb impression on the document as a sign of receipt. While she is doing so, the young protagonist calls out to Shanti Bai and points at the pen thereby encouraging Shanti Bai to sign the receipt rather than putting her thumb impression on it.

     

    Commenting on the concept; Deepak Jalan; MD; Linc Pens said, “Linc Touch is a revolutionary product at Rs.20 which has been conceptualized after much R&D and mainly targeted at college students, young corporate executives and other touchscreen smartphone users. The TVC has been very powerfully conceptualized in terms of expression, dialogue delivery and message communication. The ad has been beautifully executed and the ‘mass appeal’ has been kept intact keeping in mind that Linc is a brand for the masses.”

     

    Commenting on the concept, Raj Banerjee – Vice President, Pressman said, “Be it poverty or be it population explosion, the root problem of our nation has consistently been lack of education and its really appreciable of Linc to value that sentiment and convey that crucial message through this TVC. Thoroughly touches an inner chord with a candid moment depicting the care that this young protagonist feels for the elderly domestic help. The sheer power of the content, without an iota of doubt, will effectively engage the target audience and make it a successful effort on behalf of the team.”

     

  • The mannequins at the Wills Lifestyle store take a break with #Mannequinsonabreak

    Wills Lifestyle attempts the unthinkable with #Mannequinsonabreak

    By A Correspondent

     

    The Reason Why Mannequins Went On A Break...Our #MannequinsOnABreak made everyone think, "Who's ever heard of a fashion store not having mannequins to display their clothes?"Prepare to be wowed with Wills Lifestyle's "mannequin-free" launch of the Autumn Winter '15 collection! Posted by Wills Lifestyle on Sunday, November 8, 2015
    Wills Lifestyle has launched a new campaign - #Mannequinsonabreak. After the success of RFID tags, 360 degrees selfie booth and fashion drone, Wills Lifestyle leads the way in enhancing consumer experience at the brand stores with a truly innovative mix of fashion and technology.   The campaign, which is being unveiled in different stages through the month of November, is about agitated, over-worked mannequins inside the brand store getting together in the café and planning on taking a holiday. The campaign develops further with the mannequins collectively going to the HR and announcing their displeasure on not getting time off. Their frustration builds up and the entire group takes off leaving the store display empty.   Enter Wills Lifestyle holographic displays featuring models showcasing the latest AW’15 collection live on the runway!   The idea behind the campaign is to showcase the entire festive season collection in a quirky manner and promote technology-enabled marketing. Wills Lifestyle has always pioneered technology in the fashion space and the first-of-its kind holographic activity is yet another initiative from the brand.   Speaking on the launch of the campaign, Atul Chand, Divisional Chief Executive, ITC Lifestyle Retailing Business, said, “Wills Lifestyle has always been at the forefront of innovation and driven the business of fashion in India with novel interactive platforms. Being at the helm of creativity, we have integrated modern technology with fashion yet again this season thereby creating a unique way to display our new collection and enriching consumer experience in the brick and mortar world. The objective is to create awareness about the new season collection and drive people to the store for one of its kind brand expereince.”  

  • The association promises exciting engagement platforms for its fans, marking the start of an exciting season

    Renault associates with Sunburn as Co-Presenter

    By A Correspondent

     

    Renault India announced its partnership as a Co-Presenter for the upcoming season of Sunburn, one of the world’s biggest EDM music festivals.

     

    Both the brands are young in India and bring to the fore the best experience of global and Indian talent – Renault’s global cars in which Indian engineering and design teams are playing a significant role, and the blend of global and Indian music talent that drives Sunburn. Keeping in line with the spirit of Sunburn, the association promises exciting engagement platforms for its fans, marking the start of an exciting season.

     

    The 9th edition of Sunburn Goa will deliver the world’s best in class technology, music and production in a great web of artistry and is expected to have even bigger attendance on ground than last year as well as increase in fan base across platforms.

     

    Renault has chosen Sunburn to showcase ‘Renault KWID’ in the Indian markets as it represents the same ‘Live for more’ vibe which is intrinsic to the EDM genre. Renault KWID is a unique offering in the compact car segment and boasts of aspirational design, unique styling and features and an SUV look tailored to its dimensions.

     

    Speaking on the association, Rafael Treguer, Vice President, Sales and Marketing, Renault India said, “Renault has created a milestone in the Indian automobile Industry by launching Renault KWID. Offering the best from the world of Renault, the all-new Renault KWID is astutely designed and loaded with class leading features along with a superb mileage of 25.17 kmpl and best in class space. With over 50,000 customer orders, Renault KWID is set to become a true game-changer in India. Taking this journey forward, we are excited to showcase the Attractive, Innovative and Affordable Renault KWID at Sunburn, one of the largest music festivals in the world, complementing Renault’s legacy and brand ethos of celebrating passion for life. Such innovative associations are helping Renault augment its brand familiarization in India in a short span of time.”

     

    As part of the association, Sunburn will present the latest offering from Renault through the “Spot the KWID”and “KWID to Sunburn Goa” campaigns. These will be the first of its kind, pan India consumer engagement campaigns organised by Percept Live through a Live IP Platform.

     

    The Sunburn Goa will be a 4 day music festival and will be held on the Northern shores of Vagator, Goa from 27th – 30th of December 2015. In its 9th year of providing unique dance music experiences, 2015 will earmark new beginnings as the stage in Goa is set for its biggest line-up of over multiple artists, more than 200 hours of music and 7 different stages with every stage catering to diverse genres of electronic dance music including trap, dubstep, drum n bass, hardstyle, house, tech house, deep house, electro, psy-trance and electronica.

     

  • The latest campaign by Titan gives an exciting glimpse of the quintessential man

    O&M out with a new campaign for Titan Watches

    By A Correspondent

     

    Over the years, Titan Watches has managed to influence men with its many offerings. After gliding through an era of machos and metrosexuals, we’re now in the age of the quintessential man – whose manliness is not defined by his physique and but his attitude.

     

    In its new campaign – The Titan Man, the film opens with him getting ready for the night. The camera follows him through the night as he takes one last look at himself in the dressing mirror and puts on his favorite watch. He heads down the crowded streets, through a dim-lit subway, all the way to the hottest party in town. Never losing sight of his charm and enchanting smile, the camera makes its way with him through the lively kitchen of the club to its dance floor. The film closes with a knowing wink from him telling us there’s much more to him.

     

    Sharing his thoughts on the campaign, Sirish Chandrasekhar, Head – Marketing, Titan Watches, Titan Company Limited, says, “Titan has always looked at cultural and social trends with an alternative lens and the idea of the quintessential man is a very interesting take. There is a certain confidence that the new age man has. This confidence is emanating from his belief in himself and the fact that he knows he can make a difference.”

     

    Tithi Ghosh, Senior Vice President & Head of Advertising, Ogilvy & Mather (South), adds “Titan watches are coveted fashion accessories and they are worn by men who have style and swagger. In this ad, we have focused on the cool head and exciting pace with which the modern Indian man lives his life outside of work. We hope the modern male audiences will connect with the confidence and style quotient of the Titan man.”

     

    Conceptualized by Ogilvy and Mather, the campaign will be supported with print and outdoor as well.

     

  • Aims to make consumers directly impact farmers of Ethical Milk Sourcing programme by choosing healthy and nutritious Milky Moo

    Milk Mantra aims to bring about a ‘Paribartan’ in Odisha

    By A Correspondent

     

    The choice a consumer makes in choosing pure milk can have a deep and widespread impact on rural farmer lives. This will have a dual impact – consumer families, especially children will get proper nutrition and the farmers will be economically impacted by getting the right price for the milk. Milk Mantra’s new TVC encourages consumers to make the healthy and right choice.

     

    This initiative comes at a time when the sale of powder milk in Odisha amounts to Rs.1500 crore annually. Not only are a huge number of people in Odisha not having fresh and nutritious milk, none of this Rs.1500 crore reaches the farmers in Odisha as all of this milk powder comes from various developed states.

     

    Milk Mantra preceded the TVC campaign with an extensive store and outdoor branding that laid the foundation that a campaign like “Paribartan” deserved. Odiya actor Kuna Tripathy has been associated with the brand for a long time, and has successfully added to the trust and reliability factor of the brand. In fact, the actor’s reputation for standing up for just and righteous causes complements Milk Mantra’s own principles and makes him the perfect brand ambassador to promote a healthy and pure lifestyle.

     

    Highlighting the key messaging of the communication, Srikumar Misra, Founder, Milk Mantra, said, “Paribartan is aimed at bringing about a behavioural and attitudinal change in the dairy consuming habits of Odiya households. Milky Moo is truly pure and unadulterated and brings nutrition & nourishment to families. Dairy has the capacity to impact farmer lives in a sustainable way only when consumers exercise the right choice. With our Ethical Milk Sourcing, in 4 years we already have 35,000 farmers from Puri, Jagatsinghpur, Sambalpur & Bargarh districts and have established a fair and transparent payment system directly in farmer hands.”

     

  • Rahul has been credited with the creation of the iconic 'Hum Mein Hain Hero' for the launch of Hero MotoCorp that helped the brand catapult from being Hero Honda

    Rahul Nangia made NCD at L&K Saatchi & Saatchi

    By A Correspondent

     

    L&K Saatchi & Saatchi has widened its creative leadership and elevated Rahul Nangia to the position of Joint National Creative Director, alongside Charles Victor.

     

    Rahul has been credited with the creation of the iconic ‘Hum Mein Hain Hero ‘for the launch of Hero MotoCorp that helped the brand catapult from being Hero Honda.

     

    He has been in the forefront of driving highly effective and memorable campaigns  for L&K Saatchi & Saatchi which has now sharpened it’s focus on establishing creative leadership and to live up to its global iconic reputation.

     

    Rahul joined Law & Kenneth 7 years ago and has played a pivotal role in some of its highly acclaimed work especially Jockey, Thomas Cook, VIP Skybags and of late, the creation of pepperfry.com.

     

    Commenting on the elevation, Praveen Kenneth, Co-Owner, Chairman and Managing Director, L&K Saatchi & Saatchi said “Our focus over the last decade has been to build a strong business foundation and strong client partnerships. We have a great reputation of being thought leaders and it is but natural for us to establish a strong creative reputation to maximize our ability to make the IMPOSSIBLE POSSIBLE for our client partners.

     

    Rahul is a fine creative leader who has worked closely with me. He will now join the creative leadership team along with Charles to move the game to the next level. This is in line with our plan to have creative leaders drive the future of our business”.

     

    Rahul will report to Mr. Anil Nair, Managing Partner & CEO.

     

  • The film has been released in seven languages including Hindi all across India

    DDB Mudra North creates campaign to promote Aircel’s latest offering

    By A Correspondent

     

    DDB Mudra North and Aircel have created a clutter- breaking, catchy ad campaign to promote Aircel’s latest offering- Free Basic Internet.

     

    With the new campaign, Aircel intends to share more internet accessibility with users, enabling them to access their favourite applications such as WhatsApp and Facebook besides other daily use applications.

     

    With an intent to inform the users this offering, DDB Mudra North crafted ‘See You Online Ba!’, a fun-toned ad campaign which portrays a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. A complete 360 degree pan-India campaign led by television, digital media and on-ground visibility, ‘See You Online Ba!’ captures a montage of people from all walks of life using internet.

     

    The film has been released in seven languages including Hindi all across India.

     

    Anupam Vasudev, Chief Marketing Officer, Aircel, said, “Even though we see a burgeoning population of mobile internet users in India, there’s still a large number of Indians who haven’t yet experienced the world of internet on mobile. With the boom in online avenues today that make lives easier for millions of people, we, at Aircel, saw a clear need for pushing the envelope on making the internet available for all, thereby fueling mobile internet adoption. Aircel’s initiative of offering free basic internet is a natural extension of this intent, and we’re truly delighted to have the creative powerhouse DDB Mudra translate our message into a simplistic and meaningful ad campaign. We’re sure that the sticky ad campaign will appeal to many Indians and help us say louder, ‘See you online Ba!’ ”.

     

    Quoting on the campaign, Sonal Dabral, Chairman and CCO, DDB Mudra Group said, “Free basic Internet by Aircel is a game changing offer. In its truest sense, it’s the democratization of the internet making the power of the net available to all. An incredible service like this needed an idea that did justice to its scale and importance. I’m really happy and excited that working closely with the marketing team at Aircel we were able to crack just that idea with “See you online Ba!”. The film is highly engaging and the slogan not just catchy and easy on the tongue but is sharply strategic too.”

     

    Quoting on the campaign, Sambit Mohanty, Creative Head, DDB Mudra North said, “Free Basic Internet from Aircel is a first-of-its-kind offering that makes the power of the net available to every citizen and empowers the common man. Our creative idea ‘See you online-ba’ imagines a world where people no longer need to meet physically or ‘offline’ since everyone is ‘online’. With its fun jingle and tongue-in-cheek moments, I’m sure this campaign will be a memorable one.”

     

  • The communication for its TVC campaign is based on the insight that youngsters today are making multiple choices in everyday life as a 'default'

    It’s for ‘Like Minded People’, says Micromax of Canvas 5

    By A Correspondent

     

    Micromax has launched its latest flagship smartphone Canvas 5 that brings forth the ‘best of all-in-one’ proposition to the new age consumers. The new smartphone brings together an aesthetically appealing phone without compromising on other features such as power, battery, screen size and resolution, and camera, making it the ‘Complete Smartphone’ for an evolved user.

     

    To put across the compelling features of the smartphone, the communication for its TVC campaign is based on the insight that youngsters today are making multiple choices in everyday life as a ‘default’. They are not happy with what’s a given and always want more. They want a career and fun and a balanced life and to make an impact on the world. This behavior is visible in everyday choices they make while shopping, eating out and other leisure activities. This generation always wants more out of life at any given point.

     

    Micromax along with its production House ‘Like Minded People’ have come up with an exciting TVC which showcases how today’s ‘AND generation’ don’t want to give anything up, and  the new Canvas 5 is a smartphone designed for them, as it comes with exciting features.

     

    Commenting on the campaign, Shubhajit Sen, CMO, Micromax Informatics said, “Micromax has always been a frontrunner when it comes to breaking barriers with our innovative product offerings for the new age consumers. The new 4G enabled Canvas 5 smartphone, with its best in class features, is a game changer in the smartphone space targeting those who don’t want to compromise and are keen to experience the new levels of multi-tasking and superb performance. Taking this ahead, our campaign is aimed at targeting the same socially active youth or the ‘AND Generation’ who wants to maintain a fine balance between entertainment, productivity and connectivity.”

     

  • Stink's Martin Krejci and VFX specialist Tom Sparks reunite to take on another extreme technical challenge

    Koovs.com urges users to explore its unique offerings

    By A Correspondent

     

    Online fashion store koovs.com has launched a multi- media brand campaign – ‘step into koovs.com’ for the Indian market. Conceptualised by Grey London, the campaign is aimed at engaging with the young fashion enthusiasts and inspiring them to innovate with fashion. The new campaign will comprise of TV commercial, cinema, billboards, print and digital.

     

    Styled as a music video, the commercial features up-and-coming British rapper Lady Leshurr performing her explosive track, Hours and 17 year-old International dance sensation Dytto, who recently performed on The Ellen DeGeneres Show. The commercial with these two young and talented international artists represents the global fashion appeal that the brand stands for. The video includes a combination of dance, music and fashion, which appeal to youth across the globe. The television commercial showcases the main leads as they experience a fashion journey across the globe. From a Mumbai street to an East London food market, from an underground party in a Parisian ballroom to the beauty of a Manhattan rooftop, the concept was designed to showcase how fashion is empowering them to achieve their aspirations.

     

    Directed by Stink’s Martin Krejci, it took three weeks to shoot and presents an extreme technical challenge. Working with highly acclaimed technology specialist Tom Sparks, the VFX were done in camera using wires and completed in Flame. For each transition, multiple camera passes were utilised to capture multiple layers of action – actor, stunt double, clothing before and after and beauty passes. Each layer was then painstakingly composited to create a scene and seamless transition from one incredible scene to the next.

     

    Speaking on the brand campaign, Mary Turner, CEO, Koovs Group said, “We have successfully established a loyal fan base using digital media and now want to reach out to a wider audience through our multi media campaign ‘Step into koovs.com’. The aim is to establish Koovs as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day.”

     

    The television commercial has been designed to appeal to the emerging young population who are keen to explore the global culture and want to embrace a new energy.