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Westside's 3D magic for children

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | December 01, 2014
The apparel store in one of the malls of Mumbai is running an activation where it is giving kids a chance to get a 3D printed mini version of themselves.

Westside, an apparel brand, is running an activation to promote its new range of teenage clothing - Young & Free. As a part of the activation, the brand is asking kids to come to the store between November 28 - 30 and get themselves clicked for a mini 3D version of them.

Westside campaign in Mumbai

Designed by Hansa Cequity, the customer management agency has got some 3D printers and operators who are clicking the pictures of the kids and sending them a 3D version of it.

The brand has launched a promo for the same which is being promoted via YouTube, Facebook, Instagram and other social media platforms.

It also created a platform where kids can directly come and enroll themselves to participate in the activity.

Speaking about it Philip Auld, MD, Trent, says, "The Y&F brand is about young teenagers who have a clear sense of who they are and what is in trend. Getting scanned in 3D, printed and coloured, is all about bring a part of the Y&F experience."

The agency feels that there were two challenges in the activation. Firstly, it is difficult to connect with the audience between the age of 12-16 and secondly, to convince the brand to go for 3D printing, which is an expensive task to perform.

Nishad Ramachandaran of Hansa Cequity says, "The brief was to create some excitement around the range. During the 3 days of the activation, we are expecting to give 100-150 3D printed portraits of children each of which is around Rs 8,000."

The activation is happening at Infiniti II, Malad in Mumbai.

Westside, a retail chain was established in 1998 as part of Tata Group's Trent. There are over 74 Westside stores operating.

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