GroupM, WPP’s media investment group, has designed and implemented a monumental OOH campaign to mark the entry of leading Indian men’s wedding and occasion-wear brand Manyavar into the South Indian market. With the onset of the wedding season in South India, Manyavar has entered the regional market with the launch of ‘Vivaham’ – whose collection is tailored exclusively for the consumer, consisting of the traditional South Indian attires, Panchakacham and Veshti.
To commemorate this momentous occasion, the men’s festive-wear brand has partnered with GroupM OOH Solutions to unveil a captivating OOH campaign featuring revered global sensation Ram Charan as the brand’s face in the region. Created under the banner #TaiyaarHokarAiye, the campaign features larger-than-life cutouts of the superstar donning Manyavar’s elegant garments in 350+ installations across Andhra Pradesh and Telangana, with their dimensions reaching an unprecedented 70 feet at multiple locations. Furthermore, in locations such as Hyderabad, multiple consecutive bridge and pillar panels have been assembled and reinforced by GroupM OOH solutions for the brand, to create a steric effect for commuters.
This launch marks a significant milestone for the festive-wear brand, which has been consistently redefining men’s festive fashion in India by skilfully combining tradition and innovation. The ‘Vivaham’ collection symbolizes Manyavar’s commitment to embrace the rich and vibrant heritage of South India, in line with its ethos of inclusivity and diversity.
Vedant Modi, Chief Revenue Officer of Vedant Fashions Pvt Ltd. said, “The Out of Home campaign has wonderfully captured the charisma, charm, and appeal synonymous with both, the Vivaham collection, as well as Ram Charan’s magnetic personality. It aligns perfectly with Manyavar’s vision of enhancing the modern Indian man’s traditional celebrations with an irreplicable elegance. Ram Charan was the obvious choice for this association, given his confident and compassionate persona – quintessential traits that resonate with the contemporary Indian man. We’re glad to have partnered with GroupM OOH solutions that helped us deliver this campaign successfully.”
Commenting on the launch campaign, Ajay Mehta, Managing Director, GroupM OOH Solutions said, “We are thrilled to have executed this stellar campaign for Manyavar and be a partner in its strategic expansion into the South Indian market. The larger-than-life OOH installations, inspired by the uniquely South Indian culture of celebrity exaltation, and coupled with Ram Charan’s star power, enables the brand to authentically embrace a diverse set of audiences in the region, while ensuring awareness and retention for the brand in a fresh market.”
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