Scullers' interactive hoarding to tell travel stories of Bangaloreans

By Rohit Nautiyal , afaqs!, New Delhi | In OOH News | December 17, 2009
Indus-League Clothing has created an integrated campaign to convey the brand philosophy of Scullers - This is Life

In order to create buzz around their offerings, brands nowadays focus on interactive campaigns, keeping the TG at the centre. In keeping with this trend, apparel manufacturing company, Indus-League Clothing has created an integrated campaign - spanning across online and OOH - for its brand, Scullers, which offers ready-to-wear formals and casuals.

The campaign reflects the brand philosophy of Scullers - This is Life. As part of the campaign, the company is asking people to share their travel pictures by logging on to Users can create an account and upload their travel pictures.

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To drive user participation, the company has taken up an LED hoarding on Brigade Road, one of the biggest commercial centres and shopping areas in Bengaluru. Currently, a teaser campaign runs on it, with the copy, 'Log on to to submit your entries'.

Another creative carried the picture of a group of friends chilling on a beach, along with the copy, 'Those snaps you took on a holiday?'.

Beginning next week, a jury will select the pictures uploaded. The selected pictures will be displayed on the LED hoarding from 18:00 to 20:30 hrs everyday. The campaign will run for 10 days.

While the campaign has been conceptualised in-house, Aaren Initiative has handled the media.

Discussing the rationale behind the campaign, Rachna Aggarwal, chief executive officer, Indus-League Clothing, tells afaqs! "It's like running Facebook on a hoarding. The campaign rests on the sharing habits of a generation, which spends a lot of time on social networking websites. Nowadays, it's difficult to draw a line separating formal from casual wear. We have positioned Scullers as a style-centric brand, rather than a fashionable one."

Right from the outset, the company has marketed the brand through various activities on the theme of celebrating life, including theatre shows, mixology and musical evenings for its club members. Besides online and outdoor, the company is also using magazines for this campaign.

Talking about the brand's TG, Aggarwal shares that the company is looking forward to woo men and women in the age group of 30-40 years. These are people who have progressed in their respective careers and are quality conscious. Bengaluru, Hyderabad, Cochin, Delhi and Mumbai are some major markets for Scullers.

For the record, Indus-League Clothing is part of Future Group and comprises brands such as Urban Yoga, Jealous Jeans, Indigo Nation, Urbana and Scullers.

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