John Players has launched new OOH campaign featuring new brand ambassador actor Ranbir Kapoor. The clothing brand has made use of innovative billboards with design elements to create a 3D effect. The billboard campaign has been ideated by Encyclomedia and executed by Mudra Max and can be currently seen in Delhi, Mumbai, Kolkata, Hyderabad and Bangalore. The campaign, which kicked off in March, will continue throughout April.
Mukesh Manik, Creative Director, Encyclomedia Networks, said, “The campaign is a precursor to the new season launch campaign for the Spring Summer collection, which begins in April. The billboard campaign highlights Ranbir Kapoor as the new face of John Players.”
Manik added, “John Players is perhaps one of the few brands in the business of fashion that experiments with innovations in the outdoor medium to generate buzz and excitement around the brand. Being a youth fashion brand, such innovations work very well for John Players. For the current campaign, we have used large format outdoor properties like billboards at high traffic points.”
He further said, “Outdoor has always been a medium of preference as it enables the brand to create an impact in key catchments. An innovative technique in display or concept definitely adds to the impact and catches more eyeballs. Hoardings work very well, especially in smaller markets, where print reach is not as much as it is in bigger cities. Also, a well-located hoarding with good creative that lasts continuously for a period of about 30-45 days, gives a lot of mileage in terms of brand recall and impact.”
The main season launch campaign, conceptualised by John Players’ creative agency DraftFCB Ulka, kickstarts in April with print as the lead medium. The outdoor hoardings have been used as an innovative medium of communication.
John Players is available across the country through a network of 225 exclusive stores and more than 1,200 multi-brand outlets. The company is also planning to increase the number of exclusive stores to 300 in the next two years.