Future Group’s owned Indus-League Clothing roped in Percept Out Of Home to create top-of-the mind recall for their newly launched brand – Headquarters The campaign kick-started in Bangalore on June 5, 2011 and is a first in terms of an innovation carried by an outdoor vertical. and plans to target all five metro cities as well . The Indus-League Clothing is diversifying from a western branded apparel company to a specialty retailer.
Targeting youth and the working class, the activity showcased Headquarters, as one-stop-shop for formal wear showcasing a boutique of brands like Indigo Nation, John miller, Daniel Hechter and Lombard to name a few. Percept Out of Home strategized the complete activity on the walker’s paradise ‘Brigade Road’ to attain high visibility. A unique vertical eye level board was finalized to execute this innovation, thirty feet high gigantic cut out displaying a halo effect, surrounded by 30 CFLs were used. Various brand boards were prepared of neon to give an out of the box experience to the campaign. A special board of size 12×6 feet made out of neon and an opaque vinyl were created for the mother brand – Headquarters. To make it more eye-catching to attract walkers, flashers and series were added to the outdoor display.
Commenting on the activity Mr. Rajneesh Bahl, Business Head-Outdoor, Percept Out of Home said “Selection of right media at an appropriate location supported with innovation will always work wonders; the team with the help of the client could bring this thought alive”
Elaborated Ms. Shibani Mishra, Chief Marketing and VM (Visual Merchandising),Indus League, “We always look for innovative and exceptional ways to create high visibility impact for our brands. Initial response to this innovative hoarding has been quite good. We are hoping that this format will create a lasting impression on the target audience creating maximum visibility for the Headquarters outlet. The Percept ooh team headed by Mr. Ovez khan has done a great job.
The seamless execution by the extremely talented team of Percept Out Of Home helped to complete the activity successfully, thereby fulfilling the campaign objective of creating high visibility and brand recall for brand ‘Headquarters’.