Mumbai: Pretty Secrets, one of India’s young, fun and confident lingerie brand launched their first biggest Brand advertising campaign – #RedefineBasics using print and OOH as the key media combined with digital amplification in Mumbai, the headquarters of the brand & home to 8 of 28 of the brand’s stores.
The campaign comprises of a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication across the diverse media channels over a period of 4 weeks targeted to an identified audience for PrettySecrets. The key objective of the campaign is to establish PrettySecrets as the perfect synergy of comfort and style and hence the go to lingerie brand for today’s Indian women.
“The eminence on print and OOH came from the understanding and research insights of what touch points are the most relevant in reaching out to the PrettySecrets audience.”
The campaign theme is the central message that is communicated across the creative imagery through various promotional materials. The key thought of the campaign is based on the fact that one of the biggest misconceptions is that “pretty” lingerie should be used only for special occasions or for those special nights while plain cotton and whites should be used as every day wear.
“Women have a misconception that stylish lingerie should only be worn on special occasions while they should wear simple cotton ones on daily basis. PrettySecrets campaign #RedefineBasics aims to get rid of such misconceptions with its stylish yet comfortable lingerie. They want to help women in India realize that their everyday lingerie is more than just a piece of fabric and it need not be boring. Lingerie helps define a woman’s mood for the day, builds her confidence and empowers her to achieve the unachievable.” says Nishrin Patanwala, VP Brand and Marketing, PrettySecrets.
The campaign is scheduled to commence on 17th August with approximately 20 OOH billboards which will be strategically located in and around the brick and mortar touch points of PrettySecrets. This will be accompanied by 4 full page print ads in the Mumbai Mirror and 4 half page print ads in the Bombay Times from 19th August with 2 ads every week for a period of 4 weeks. The Mumbai release of this ad campaign will be followed by Delhi and Bangalore in October 2018
The campaign is targeted to direct the audience to visit prettysecrets.com, the 8 brand EBO’s, Myntra, Jabong, Shopppers Stop and Central.
The digital campaign will primarily run on Social Media with contests and UGC driven content and on Youtube with a brand video that compliments the messaging and campaign thought in the creative imagery of the print and OOH.
Speaking on the campaign Nishrin Patanwala, VP Brand and Marketing, PrettySecrets, said,“PrettySecrets aims to establish the positioning, raise awareness and have measurable impact through the lift in website traffic, app downloads, increase in foot traffic to the PrettySecrets brick and mortar points of sale in the respective cities. In an era of cord cutting, fake news and rampant click fraud, an alternative to TV and digital advertising is seeing rampant increase. Out-of-home (OOH) advertising is making a comeback and quite strategically so. With strategic messaging that can link back to the website or to a physical point of sale, this medium provide a great avenue to grab attention as well as be able to measure the ad effectiveness.”
