ONN, a casual wear brand from Lux Industries, has launched its new campaign for polos & tees, created by Wunderman Thompson Kolkata. This is the second time in three years that WT Kolkata has conceptualised a campaign for ONN, driven by a couple of TVCs and supported by OOH.
The campaign film titled ‘Piggyback’ features men who are irresistible by virtue of their ONN T-shirt and depicts an interaction between a male protagonist and a woman who is attracted to him. The brand is yet to release the second film of the campaign ‘Fortune Teller’.
Commenting on the campaign, Saket Todi, Executive Director, Lux Industries Ltd., said, “We always wanted to project the brand as youthful and footloose. We know that to enter the consideration set of our target audience and be preferred by them over other brands in this segment, we had to strike the right balance between premium imagery and easy accessibility. We have kept the brand aspirational and the pricing within reach. The primary objective was to get noticed again after a gap of three years. Which is why, we went ahead with advertising themes, locations and cast which have the potential to grab eyeballs.”
Commenting on the execution, Arjun Mukherjee, VP & Senior ECD, Wunderman Thompson, Kolkata, said, “The biggest challenge was to tell an interesting story with a twist in 20 seconds. That’s why we thought of scripts with minimum or zero dialogue which would establish the product positioning without impeding the pace of the storyline. Similar to our previous films for ONN, international settings and actors have been used to amplify the aspiration levels.”
Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, said, “Wunderman Thompson Kolkata is glad to have partnered Lux Industries on the latest campaign for ONN. We had set a high benchmark with our first campaign for the brand in 2019. Coming after a gap of three years, the new campaign is an important milestone for the brand in its journey to appropriate ‘comfort’. We are very positive that this new campaign will power ONN to a faster growth trajectory”.
Watch the film here:
Credits:
Client: ONN – a brand of Lux Industries Limited.
Agency: Wunderman Thompson
Project Head: Vijay Jacob Parakkal, Sr. VP & Managing Partner
Creative Team:
Arjun Mukherjee, VP & Sr. ECD
Anurag Acharya, Creative Director
Sourish Mitra, Creative Director
Account Management:
Nilanjan Sarkar, Client Services Director
Production house: Beardman Films
Executive Producer: Ryan Suares
Producer: Mahendra Solanki & Rohit Rathor
Director: Hypno (Romania)
