Popular denim marketer Levi's, has recently launched a new collection specifically targeted at the urban commuter. It is called the Commuter Series. Focused on form and function, the collection is designed to suit the needs of the urban commuter.
In a bid to promote this range, Kinetic India, WPP-owned outdoor agency, has launched a campaign across the country.
The campaign celebrates the 'real moments' that people, specifically loyalists of the brand, experience in life. The brief was to promote the range in a way that highlights the product benefits.
To attract eyeballs, the agency has created what it calls the 'Levi's Commuter Station', at the metro station at Andheri, a busy Mumbai suburb. This includes a roadblock of signages that comes into view as the train pulls into the platform. This particular station was chosen because it gets around 1.6 lakh footfalls, on an average, every day.
Apart from this, huge billboards have been put up on important arterial roads, busy public areas, malls, metro stations and youth hangouts across the country.
Speaking about the campaign, Amit Sarkar, chief operating officer, Kinetic India, says, "The client wanted to create awareness using out-of-home media, and each place was evaluated from the perspective of the brand and its TG," - the on-the-go urbanite.
The outdoor media tools used include billboards, dropdowns, standees, backlit cut-outs, wall facades and signages.
The campaign has been executed in the brand's key markets including Mumbai, Delhi, Jaipur, Pune, Baroda, Surat, Ahmedabad, Bengaluru, Guwahati, Kolkata, Allahabad, Lucknow, Dehradun, Chennai, Kochi, Bhubaneshwar, Indore, Bhopal, Raipur and Hyderabad, among others.
The Commuter range is made of stretchable, water resistant and odor resistant fabric, with reflective tapes for better visibility at night. The range includes hooded trucker jackets, woven shirts, jersey tees, five-pocket jeans and city trousers.