New Delhi: V-Mart Retail Ltd is set to roll out its campaign with Ayushmann Khurrana and Bhumi Pednekar as their brand ambassadors. Ayushmann & Bhumi ‘s sheer hard work and talent, their stories and a strong connect with the aspirational and young middle class families makes them perfect fit for the brand. The campaign has been designed by Dentsu Impact, the creative agency from Dentsu Aegis Network.
“V-Mart Retail Ltd. is one of the fastest growing value retailers in India and I am delighted to be associated with them as their brand ambassador. The value-retailer is taking fashion to the hinterland of the country, where the actual India resides and offering the best of styles & trends for all age groups under one roof. I love the Men’s wear collection at V-Mart; it offers a great mix of trends & value-pricing, making it a great destination for affordable fashion shopping. “Ayushmann said in a statement.
Bhumi Pednekar commenting on this association said, “I was astound to see the vast range offered at V-Mart stores and the sheer reach of the brand in the tier-2 ,3 & 4 towns in India. It is really exciting to be associated with a brand which is providing latest fashion trends to the young and aspirational middle class residing away from the metros at unbelievable prices.”
The campaign exemplifies V-Mart’s attempt to break away from the clutter and firmly establish its market-leadership amongst its target segment. The campaign is also first major branding exercise to create brand differentiation and recall amongst the consumers.
Commenting on the association with the Super-hit couple, Mr.Snehal Shah, Sr. V.P- Marketing & Operations, V-Mart Retail Ltd. said – “We are super-excited to associate with young talents like Ayushmann & Bhumi. We are a brand that believes in hard work, understands the requirements & dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann & Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”
Talking about the campaign conception, Soumitra Karnik, Chief Creative Officer, Dentsu Impact, said, “It was an extremely exciting project for the entire team at Dentsu Impact. This happens to be a crucial phase for VMart in it envisioned journey of being the ‘most preferred destination for affordable fashion’. All the ingredients of success were well laid out in front of us – a fantastic client, the fabulous pair of Ayushmann and Bhumi, a highly entertaining script built around the brand’s vision, extremely talented director in Shlok Sharma and a super refreshing music by Rahul Pais. And of course, the highly driven team of Dentsu Impact and C-Lab”.
Opting to go for a brand ambassador was a well-thought put, strategic decision aimed at fueling the next leg of growth for the home-grown retailer. Ayushmann & Bhumi, command a strong connect with the aspirational and young middle class families, hence standing out as a preferred choice to be the Face of the brand. Also, they share a great chemistry together, already having given 2 Super-hits.
According to a data compiled by Bloomberg, V-Mart, which has recently been conferred as the ‘World’s best performing department stores chain this year’, is one of the leading value-retailers of the country and caters to the aspirational middle class residing in tier-2,3 & 4 cities across in India.