MxMIndia

Tag: Suraj Nagappa

  • Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself

    Isobar launches mobile ad campaign for Wrangler’s ‘Stretch Plus’ collection

    By A Correspondent

     

    Isobar India has collaborated with Wrangler to help the brand launch its latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for the Wrangler that focusses on engaging followers with the product’s latest feature, ‘Extra Stretch’.

     

    Suraj Nagappa

    Speaking on the launch of the campaign, Suraj Nagappa, Vice President, Isobar India said: “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling.  The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

     

    Rohini Haldea

    Added Rohini Haldea, Marketing Head – Wrangler: “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”

     

     

  • The digital media campaign focusses on engaging users, by leveraging its commercial on 'offline TV'

    Isobar partners Duroflex for latest digital campaign#ReadyForTomorrow

    By A Correspondent

     

    Isobar has partnered with Duroflex to launch a new digital campaign called #ReadyForTomorrow. Isobar and Duroflex leveraged Zapr’s TV-to-Mobile platform to push this digital campaign across those smartphone users who had already watched the brand’s commercial on television. The campaign has been executed across platforms such as Facebook, YouTube and DBM Programmatic.

     

    Commenting on the campaign’s success, Suraj Nagappa, VP, Isobar India said: “In the past, online video advertising usually meant the transmission of television ads to the internet. What we now have is video advertising that easily adapts to the respective medium. Multi-screen use has been a reality for users for a long time. With the interactive formats we offer an ideal opportunity to approach consumers across the characteristics of all platforms and devices. Across all channels – mobile, online, and connected TV (CTV) – there have been above-average video completion rates (VCR) and a high level of interaction has been achieved. The decision for a true multi-screen campaign has fully paid off. This is evident through the VCRs (Video Completion Rate) that significantly increased across all channels. Together with the interactive elements that Zapr allows, this strategy has led to a substantial increase in reach and consumer response.”

     

    On the launch of the new campaign, Arha Padman, Senior Brand Manager, Duroflex added: “Keeping in mind that TV audiences are no longer glued to a single screen and are often multi-tasking on their smartphones while consuming the medium, it just made sense to layer our TV plan with Zapr. We were curious to see how it would work and it seems to have delivered what we set out to do.”