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Liberty goes youthful; launches Rs 6-cr ‘Express Yourself’ campaign

12-September-2011
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Liberty goes youthful; launches Rs 6-cr ‘Express Yourself’ campaign

Liberty is going all out to catch the attention of young consumers in India. The company has roped in Hrithik Roshan as the brand ambassador and has launched a new campaign to present its Autumn-Winter collection. It is spending around Rs 6 crore for this campaign, which will run from September to November. The campaign was unleashed on September 9, with major news dailies flashing Hrithik Roshan endorsing the brand. The communication will unfold with large size ads across the mainline dailies and select magazines with a series of 8-9 advertisements running on these platforms throughout September, October and November.

Commenting on restricting the campaign to print, Anupam Bansal, Executive Director, Liberty Group, said, “The whole campaign is being limited to the print media. This has been done for impact and focus and also to avoid any wastage considering the availability of our products.”

Crowd sourcing as a formula has caught Indian brands well and the efforts seem to be in that direction to engage consumers at every step possible. Even in this case, Liberty asked its followers and consumers to choose the ambassador - they thought was perfect for the brand. Flocked with responses from everyone voting for Hrithik Roshan, given his great rapport amongst the youth today, the company decided to go with him.

Sharing his views on the response to the activity and plans forward, Bansal said, “We began the campaign by running a response based contest on the digital space where we invited our following to recommend a suitable ambassador for our brand. There was serious campaigning amongst the Facebook followers and Hrithik emerged as the winning choice. There is a digital campaign still on where the Hrithik style quotient and the Hrithik collection are being shared online. Some onsite games have also been developed to involve the audience to reinforce the Hrithik connect with the brand.”

The youth icon seems to be making just the right impressions for the brand.

Hrithik is seen sporting a completely different look in the campaign looking uber-comfortable wearing the brand. Expressing himself in different moods in the campaign was an easy task as an actor, he shared, adding, “As an actor emoting feelings is second nature to me, which is why the feelings route adopted in this campaign attracted me. The situations outlined in the campaign seemed very contemporary, very stimulating and very involving. I truly relished this opportunity to express an extensive repertoire of feelings.”

Montage Advertising, the creative AOR for Liberty, has worked on the latest campaign. The whole communication has been knit around the idea of ‘Liberty Footwear as a Feeling’ with the consumer having the freedom to choose and express themselves in their own style.

Speaking on the creative execution of the same and strategy behind it, Nidhi Arora, Group Head, Montage Advertising, said, “Liberty has been on the growth path for the past few years after the backend consolidation. The product range under the Liberty portfolio has undergone a big change and has become more stylish, more trendy and more with it. What was now required was a campaign that would entice the youthful, new target audience of Liberty to come and see for themselves the new range and also experience the brand by trying it out. In order to showcase the big change, we felt this would be an opportune time to rope in a youth icon that would connect with a large number of our audience as well as with the new set of youthful buyers who may not have any prior experience of our brand. To make the connect emphatic and very direct, a creative execution with Hrithik holding the brand logo was decided upon.”

CREDITS:
Creative Head: Pradeep Dutta
Copy Head: Probal Mukherjee
Group Head: Nidhi Arora
Media Planning: Suresh Kumar

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