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Monte Carlo brings denim to life

By Nandana Das , afaqs!, New Delhi | In OOH News | June 21, 2011
To promote 'true blue', its newly-launched denim range, fashion brand Monte Carlo, has gone in for an outdoor activity targeted at the youth.

In a bid to launch its new denim range 'true blue', Monte Carlo has rolled out an innovative below the line (BTL) activity by creating a 16-feet high replica of a pair of denim-clad legs. Aaren Initiative, the out of home (OOH) agency, has designed and executed this outdoor activity.

As part of the activity, the new age, high density foam casing was used to make the denim-clad legs, instead of the standard pipe-mounted frames, or die-cast fibre casings.

Talking about the brief, GauravChibbara, Delhi head, Aaren Initiative, says, "The brief was very simple. We were asked to create uproar around the latest product offering from Monte Carlo. Monte Carlo was only known for its woolens, earlier. We had to differentiate the denim offering from Monte Carlo's other offerings with larger-than-life brand imagery."

Chibbara adds, "The execution was no mean task. The overall process, from planning and designing, to execution, involved active involvement and planning. Bringing denim to life was a difficult task. Creating engagement around it was a challenge, too, but we had a client which was willing to take the risk and support us."

The core objective of the outdoor activity was to generate maximum buzz among the mall visitors, leading to more footfalls in the Monte Carlo store. The target audience of the activity is the youth segment of 18-25 years. And, since denim is a fabric with which the youth relates, the idea was to create a king-sized denim model, in order to have direct contact with the youth. In fact, Monte Carlo's summer collection this year has been especially designed for the youth.

Apart from the OOH activity, Monte Carlo is also promoting its new denim collection through Facebook, in order to get an instant connect with its target audience. Click pictures with the Monte Carlo king-sized denims and post it on Monte Carlo's Facebook page.

"Since Facebook is quite popular amongst the youngsters, the concept of click-and-post one's picture with the Monte Carlo king-sized denims will create a viral effect in promoting Monte Carlo's 'true blue' denim collection," says AnoopDass, brand manager, Monte Carlo.

The activity has already been executed in Shipra Mall, Ghaziabad. "The activity had the desired impact, in terms of breaking the clutter and engaging its target audience. After the overwhelming success, we are planning to scale it up in different formats and other visible touch points," says Chibbara.

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