Bombay Dyeing: Black & White 'Shamitabh' style

The bed and bath brand executes a digital campaign to promote its newly launched 'Ebony and Ivory' collection featured in the movie 'Shamitabh'.

Bombay Dyeing launched its bed linen collection titled 'Ebony and Ivory' through the movie 'Shamitabh' starring Amitabh Bachchan and Dhanush. In a bid to promote the offering among consumers, the brand has launched a digital campaign on Facebook and Twitter.

The collection, black and white with geometrical prints, is aimed at female and male consumers (25+ years) interested in home décor and fashion.

Bombay Dyeing: Black & White 'Shamitabh' style

Between February 6 and 7, the Bombay Dyeing page on Facebook turned black and white including the logo, cover page and posts. Fans were asked to guess the products in the movie, and also asked which colour they related to the most and the reason behind the same. On February 15, the brand asked to replace Ebony & Ivory with Amitabh Bachchan movies. The activity was complimented by an in-store activity to increase footfalls with the aid of social media. The stores in Delhi (25 per cent), Bengaluru (10 per cent) and Pune (9 per cent) witnessed an increase in footfalls.

The entire campaign saw a reach of 7,13,168 on Facebook and 1,41,400 impressions on Twitter, between February 1 and 15.

The Twitter campaign #BombayDyeingANDShamitabh, saw 166 contributors reaching 1.9 lakh people with 11.7 lakhs impressions, and the twitter campaign for #Contrasts launched on February 11 saw 455 contributors reaching out to 8 lakh people with 99 lakh impressions.

Speaking on the company's first in-film placement, Devleena Sashital, general manager - marketing, Bombay Dyeing, says, "The black and white of our products complemented the contrast between the characters of Amitabh and Dhanush in the movie. Hence, it looked a part of the script and not forced branding."

Citing the shift from traditional media to new media as the company's main marketing challenge, Sashital says that digital is the key to engaging with young consumers. It gives the brand real-time feedback on what is being accepted and liked.

"Many of our consumers are shopping online, and digital marketing helps us to inform them of new launches, offers and promotions. Digital campaigns have definitely helped us to increase sales," she says.

Apart from this, another challenge for the brand is to showcase the huge product range to customers, before they actually visit the stores. Consumers mainly know of bed and bath products, but the brand also launched mattresses and several other products in this category.

Manish Solanki, co-founder, The Small Big Idea, which executed this campaign, explains that they worked around contrast as the core peg. "The brief was to show the association of Ebony & Ivory collection and Shamitabh, without either of the partners overpowering each other," he informs.

Established by Nowrosjee Wadia in 1879 as a small operation of Indian spun cotton yarn dip-dyed by hand, Bombay Dyeing has now grown to be a leading brand in the country. Since the first store in 1879, the company has grown and offers linens, towels, home furnishings, leisure clothing, kids wear, available across 350+ exclusive Bombay Dyeing retail or 2000+ multi-brand stores.

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