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Ethnic wear brand Manyavar is back in the limelight with its progressive Aadha-Aadha ad film. A quick look at the brand's theatre-to-TV journey.
When you think about the brands that spend on theatre ads, which one comes to your mind while thinking about an ethnic wear? Manyavar, the ethnic brand by Kolkata based Vedant Fashions, has been one of those rare brands, which started advertising through theatres in the year 2014 and then went on to take some major strides in terms of 360 degree marketing.
In the recent past, the brand roped in Indian cricket star Virat Kolhi and promoted Manyavar through television, print, outdoor and digital advertising. In 2015 the brand continued to promote through theatre and outdoor advertising but in the year 2016 there have been a couple of television ads, outdoor, print and digital ads featuring their new brand ambassador Virat Kohli; the most recent being 'Aadha-Aadha'.
In the recent outdoor campaign 'Pehno Apni Pehchaan', carried out in Delhi by JCDecaux, Manyavar took the route of ambush marketing by advertising at one of the bus stops outside one of Fabindia's stores. We asked Modi if this was a planned move, she says, "It was unplanned and was captured through our outdoor campaign."
Recently the brand also launched its women's ethnic wear Mohey. Bollywood actress Aditi Rao Hydari was recently roped in as the brand ambassador and the brand is currently promoting the 'Mohey Rang Do' campaign through print and outdoor advertising. The brand has different stores for Manyavar and Mohey.
Speaking about the reason behind launching the women's ethnic wear, Mohey, Modi says, "Keeping to the trends of the present times and yet preserving antiquity and glamour of the past, we showcase Mohey, from the house of Manyavar which unfolds a resplendent array of modish couture for today's graceful woman. Our cultural diversity is embodied by the charm of lehangas and sarees along with trendy gowns and suits, embellished with embroideries from across the country, to create a spellbinding assemblage for the quintessential bride."
Adding about the target audience for Manyavar and Mohey, Modi says, "We offer ethnic wear for every occasion, therefore we are targeting the entire family both for Manyavar and Mohey. We are especially focusing on the youth, as we feel this segment can help us drive a new trend."
He says, "I do recollect Nirma, in the very old days, was heavily active on cinemas before the explosion of cable and satellite. Doordarshan came on but the reach of the channel was initially very limited. The other thing you can think of is there are no set rules or principles in terms of this is how you need to go in terms of media planning. Based on their distribution, they must have decided on what strategy to adopt and also given their budgets and distribution plans. There are no hard and fast rules that the media planning has to be like this. Based on the objectives you will choose the media that will support that particular object."
Currently the theatre ads don't feature Kohli in it. We asked Rathore if this was a masterstroke by the brand to rope in Kohli to promote through TV, print, digital and outdoor campaign, he clarifies, "What happens is, those theatre ads would have been shot earlier, now that Virat is their brand ambassador you will find Virat also in theatres. It is just the matter of time that this ad starts featuring in theatres."