MOMS dresses up the bridegroom

To promote the men's ethnic wear range of Manyavar during the festive and wedding season, MOMS, the outdoor arm of Madison, put up two innovative 30 feet X 15 feet billboards in Kolkata. The innovations were created by Shreyansh Creations, and developed and executed by MOMS.

Dipankar Sanyal, chief operating officer, MOMS, says, "MOMS has proved its ability to think beyond the traditional line and has exhibited the innovations to get an edge to the campaign for a lifestyle brand."

The concept was to portray a bride's imagination, her dream of seeing her groom as the picture of perfection. One of the billboards features a cut-out of the moon on which a bride is sitting. The groom is shown standing behind the bride. The cut-out is back lit for added effect. Wooden frames in traditional designs have been used on the four sides of the billboard, to give a feel of the wedding arena.

The other billboard has been converted into a doli, with curtains hung on two sides. The groom in this billboard is shown sitting inside the doli, flaunting Manyavar's ethnic collection. In order to highlight the brand, the cut-out of the Manyavar logo is back lit in both creatives.

Rajeeb Bhattacharya, business director, MOMS Kolkata, says, "The idea was to help Manyavar to go beyond mere branding and create a visual delight by incorporating innovation in the outdoor medium."