New Delhi: Ustraa, the men’s grooming brand from Happily Unmarried has launched its ad campaign titled Ustraawale. Rolled out in partnership with Publicis India, the campaign looks to create awareness for its range of Trimmers and Fragrances, which are primarily going to lead Ustraa’s growth over the next two years. The brand has signed on the exciting new talent Siddhant Chaturvedi aka MC Sher of Gully boy fame, as its brand ambassador.
The core idea of the campaign was to introduce people to the Ustraa way of life through the tagline “Ustraa wale jo bhi karte hai poore swag Se Karte Hain.” It is targeted towards Indian men in the 18 – 34 age group category. The idea thus was to create a cult of “Ustrawaale”, a brotherhood of well-groomed guys who walk through life with an easy swagger.
Highlighting the objective behind the campaign, Rajat Tuli, Co-founder, Ustraa said: “Ustraa’s brand personality is playful swagger. In our communication we wanted that to come across very strongly. The agency managed to do just that.”
Adding his views, Rahul Anand – Co-Founder Ustraa said: “This is our first brand campaign and the start of Ustraa 2.0, we are super excited about the way the ads have turned out.”
Commenting on the thought process behind the campaign, Ajay Gahlaut, CCO & MD – Publicis India said: “Over the years I’ve realized that great work more often than not begins with a great set of clients. The rest is just semantics. In this case, we started the brainstorming session a couple of days before the presentation. We sat in my beautiful hotel room overlooking the Aravalli hills where we talked about everything under the sun except the brief! And despite our best efforts, an idea or two managed to sneak in and we had to cut short the partying and start typing some scripts about one Ustrawale!”
Sharing their experience on working on the campaign, Vikash Chemjong and Basab Tito Majumdar, NCDs – Publicis India said: “The Ustraa name itself has a certain vibe to it – very desi yet high on the cool quotient. And the brief from the client was also simple –maintain that ‘desicool’ feel in the communication and do something that no other perfume brand can do! And with the ‘UstraaWale’ campaign, I think we have quite literally managed to do just that!”
The ad campaign has been rolled out on all social media platforms including Instagram, Facebook, Youtube and Twitter and is already creating waves with the audience loving Siddhant’s swag.