launches its first ever TV campaign has launched its first television commercial in a bid to enhance 360 degree brand visibility and reach out to a larger audience base in Tier II and III cities.

e4m by Priyanka Nair
Updated: Nov 21, 2011 9:39 AM launches its first ever TV campaign, India’s first and leading online shoe retailer from the Smile Interactive Technologies Group has recently launched their first television commercial in a bid to enhance 360 degree brand visibility and reach out to a larger audience base in Tier II and Tier III cities.

The TVC was first aired on Neo Sports during the India v/s England cricket series and claims it received tremendous response in just six days, as high as doubling its daily website traffic. Subsequently, the TVC has been launched across channels and genres.

The ad has been conceptualised around a romantic interaction between a couple, who are getting ready for an evening out, sharing a few candid moments of intimacy, fun and romance. With a sensual jazz tune in the background, the couple is shown having fun getting dressed, ending with putting on those perfect pair of shoes from a variety to choose from. The lady has a shoe closet of fashionable pairs, where the young man flashes a torch light to help her choose the right pair for the evening. The insight behind the ad focuses on owning a shoe moment in every consumer’s life.

Talking about the new initiative, Trivikram Thakore, Chief Marketing Officer,, said, “The main idea why we chose to design a television campaign was not only because it offers the best reach, but also kept in mind an emotional aspect to get connected to the consumers. Our basic aim is to increase brand awareness and thereby create an emotional connect with our prospective consumers. Other than the TVC, our major focus is largely on Internet marketing, we spend around 45 per cent on the digital space for our promotions.”

The ad film has been conceived by Lighthouse Creative and produced by Old School Films and was shot in Bangkok with the city lights in the background.

BeStylish offers over 60 brands with some of the largest range of international, high street and popular Indian footwear brands – these include Nike, Puma, Adidas, Reebok, Hush Puppies, Billabong, Lee Cooper, Alcott, Carlton London, Barbie, Lotto, Sketchers and Converse, among others. Choosing creative ways to meet niche customer needs, BeStylish recently started offering special footwear accessories like The Heel Condom, specialised shoes for diabetics.


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