ABOF.com announced the launch of India’s first athleisure fashion brand, SKULT, in October which is exclusively available on its portal – abof.com. This brand is in partnership with actor Shahid Kapoor. SKULT, built on the principle of ‘Fashion meets functionality and Design meets Innovation’, is an evolved style of athleisure which draws inspiration from all around the world but adapted for Indian sensibilities and body types.
Skult partnered with Laqshya Solutions to reinforce the brand’s stature louder and wider. The task in hand was to bring the message of the campaign live along with creating a lasting impression of the brand with its TG.
Laqshya worked to make SKULT reach out to the malemillennials in Bangalore, Mumbai, Goa, Chandigarh, Guhuwati, Mangalore, Surthkal and Manipal with a heavy focus and skew towards the E-Commerce shoppers universe. A lot of insights were put in place to arrive at the pockets that would have the best of impact on the potential customers. Abof along with the agency worked on a task to cover this huge young and mobile turf that are busy, always on the go and are open to out of box approach. The creative on display was ‘Skult’ showcasing its brand ambassador ‘Shahid‘.
With the strategy in hand, abof had to reach out to the specialized youth centric pockets who prefers shopping at the tip of their fingers. With prime focus on the multiple touchpoints that guaranteed the most impactful congregation of TG to identifying the crucial Arterial routes that were part of their daily routine, Laqshya mapped the media units in place to get the best picture to reach out on scale and influence. Laqshya handpicked the panoramic sites which could magnify the campaigns reach and would help spread the brand’s message.
The selected media units looked compelling with the brand message ‘Skult by Shahid Kapoor’’ in a brilliant black and white creative that were scattered across the key markets at all prime locations to create the unmissable outdoor view. The media units deployed for the outdoor plan were intelligently planned keeping in mind the TG movements. The communication kept hitting them on every arterial routes superimposing the brand. The month long campaign has already created a lot of buzz amongst the TG, says the agency.
Speaking about the campaign’s success, Naresh Bhandari, Senior VP at Laqshya Solutions said, “The campaign is undoubtedly the most talked about campaign on outdoors these days. By creating exclusive and larger than life portrayal of the brand, the campaign has been successfully grabbing eyeballs. Our team has delivered a plan that’s high on notice ability and impact. With a month to go, the brand will enjoy a very good brand salience.
“We are extremely excited to partner with Shahid Kapoor in creating India’s first athleisure fashion brand. The early response is very positive,” said Ashim Chatterjee, CMO of abof.com. “We were happy to partner with Laqshya for the launch of the SKULT brand," he further added. “The Laqshya team helped us select the best outdoor sites in different cities which have helped amplify the launch.”