Mochi and Makani Creatives launch integrated campaign ‘Awesome is Contagious’

The campaign has been rolled out across social media, OOH, theatres, print and in-stores

e4m by exchange4media Staff
Updated: Dec 1, 2019 10:00 AM
Mochi Autumn Winter campaign

Mochi, the footwear brand has launched ‘Awesome is Contagious’ a fully integrated Autumn-Winter campaign created and executed by Makani Creatives. With this campaign, Mochi aims to encourage millennials to be awesome with a collection mirroring the same. The idea was conceived by the digital team of Makani Creatives for activation which later became the mainline campaign.

Keeping in mind the trend of social media challenge, Mochi asked the GenNext audience to participate in the #DefyGravityChallenge using trick photography making it interesting and engaging for them. The campaign highlights Mochi's new collection as contagious in terms of style, colours, and design that one can't resist. From being fun, flirty and cool, each design spells the quirk and spunk that youth of today are looking for and thereby hooking them to the brand.

Commenting on the launch of the campaign, Sameer Makani, Co-Founder and MD, Makani Creatives says, “In the social media world with so many challenges going viral we have attempted to create a similar yet meaningful one where the youth influence others to be awesome just like them. We have therefore created an unconventional campaign for the target audience to better resonate with the brand’s offerings.”

Speaking on the campaign, Shwetal Basu, Marketing Head, Mochi Shoes said, "The young generation is very self-conscious and is obsessed with clicking pictures; cashing in on this habit of the youth, we encourage them to get creative with it and therefore be awesome and influence others too. The launch of the AW campaign ‘Awesome is Contagious’ highlights the variety of awesome footwear collection that the brand has to offer.”

The launch of the AW campaign is a perfect fit for the Indian millennial by portraying them as a generation that believes in footwear as the most important part of fashion. The campaign is live on social media, OOH, over 1000 theatre screens across India, print and in-stores. Mochi will also be participating COMICON- Mumbai in December 2019 to reach out to the Gen Next Consumers.

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