Softline unveils new festive campaign with Anushka Sharma

Softline has rolled out the special campaign to promote its Comfort Fit Pocket Leggings

e4m by exchange4media Staff
Updated: Sep 16, 2019 3:25 PM


Anushka Sharma Softline Leggings

This festive season, to showcase its differentiated and innovative product proposition, Softline the premium women wear brand from Rupa & Company Ltd. has rolled out a special campaign to promote India’s first Comfort Fit Pocket Leggings with Anushka Sharma in the lead.

In line with its brand philosophy ‘Effortless You’, the TVC will emphasize on the benefits of Pocket in women’s daily wear. With the launch of Softline Comfort Fit Pocket Leggings, the brand aims at empowering the women with enhanced mobility and convenience.

Taking the ante of its social media play to the next level, Softline to engage with its youth customer base unveiled a special Online Game “Softline Pocket Game”. Reiterating the benefits of Pocket in Women’s daily wear, the game will play a pivotal role in creating a brand saliency for Softline Comfort Fit Pocket Leggings. The players can check their scores and position on the leaderboard while the highest scorer will win an exciting gift hamper from Softline. Softline Pocket Game will make the Diwali calendar in the brand’s festive campaign.

Commenting on the campaign, Vikash Agarwal- President & Brand Director, Rupa & Company Ltd. said, “We are introducing a new category to women’s daily wear and trying to create a conversation around Softline Comfort Fit Pocket Leggings by engaging with the consumers in a meaningful way. The festive season always calls for an effortless style statement and with the inclusion of pockets in women’s daily wear we aim at empowering them with enhanced mobility and convenience. To create awareness about the product we have chalked out an aggressive marketing plan touching all the promotion avenues and we are confident of striking the right chord with the audience.”

In addition to that, Softline has also introduced another customer engagement initiative to promote India’s First Comfort Fit Pocket Leggings. As part of the offer, customers of Softline Leggings and Outerwear will be eligible for an assured free gift of Nivea Crème worth Rs. 50 and will stand a chance to win a Smartphone worth Rs. 12,900.

To win the Smartphone, the customers just need to register themselves on the official ‘Softline Girl’ portal by scanning the QR codes placed on the product packs.

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