W for Woman - SS'17
- Creative Campaign
Prominent fashion brand in the Indian retail space which offers ‘Indian contemporary’ wear with more than 15 yrs of trajectory.
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For their Spring Summer collection; the marketing team at W wished to break the usual mold of its communications. From their perspective; they had had a product first strategy and creative campaigns focusing more on promoting the product and little on the brand for more than 5 years.
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They wished to make a Statement; a projection of their vision of India's ethnic and fusion fashion market through intricate design and revolutionary outfits as part of its summer collection. For this it was felt that the brand would need to transition into a higher fashion sensibility; where sometimes saying less is more and letting the creative do the talking is effective.
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An extensive pitch deck with multiple routes detailed out was developed.
Multiple renditions of this route were developed which resulted in an extensive study of the intended positioning of the brand and developing an aesthetic and moodboard for the campaign.
Launch Campaign
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Prior to launch of the seasonal collection; a teaser campaign was intitated that was aimed to generate interest, curiosity and overall traction.
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The launch of the collection was coincided with Women's day; hence it was decided to leverage this as a talking point. The campaign was tuned to include a sense of poise and empowerment through its creatives.
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"What We Are"
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To include a message for Women's Day; The campaign included an arrangement of the words; 'What', 'We' and 'Are" which were placed in order for its meaning to be open to interpretation.
Sentences produced were:
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What We Are.
What Are We?
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Both intending a slightest bit of introspection for the viewer.
SS'17 Campaign
The campaign has had pan india circulation and was well recieved in Tier 1; where earlier campaigns have been proven to be effective in Tier 2 & 3 cities.
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Photography: Tarun Vishwa
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