Pantaloons celebrates 15 yrs with aggressive mktg push

The brand’s 3-month long campaign ‘In love with fashion’ has allocated 50% of mktg budget to print

e4m by Priyanka Nair
Updated: Dec 7, 2012 7:48 PM
Pantaloons celebrates 15 yrs with aggressive mktg push

On completing 15 years of its brand presence in the country, Pantaloons, fashion retailer from Future Group, has rolled out an aggressive marketing campaign named ‘In love with fashion’.

Speaking about the new campaign, Madhumita Dutta, Chief Marketing – Pantaloons said, “‘In love with fashion’ is an expression of the passion we as a brand have for bringing the best and the latest to the consumer. We are positive that it will appeal to the youth who enjoy a fashionable lifestyle and always want to make a statement with what they wear.”

According to Dutta, 50 per cent of the marketing budget is allocated for print campaigns, 20 per cent for out of home, 10 per cent for digital and remaining 20 per cent on other engagement activities.

The retail brand wanted to ride on the festival season and started the campaign from East India to capture the market during the pre-Durga Puja period. The campaign officially went live on September 26, 2012. From on-ground activities, which included music concerts and celebrity fashion shows in mall hubs, to tie-up with the ABP Group for various engaging promotions, the retail brand created a buzz. Aggressive print campaigns and out of home visibility was also created.
After the eastern phase, the campaign broke nationally. With about 150 plus sites pan India and targeting 75 plus multiplex screens, the campaign will continue to be live till the end of December 2012.

Pantaloons has presence in over 30 cities with around 68 stores. In an attempt to capture the attention of both existing consumers and potential ones, the retail chain is also conducting various styling and make-over sessions. With Christmas around the corner, it is also planning to create excitement among the kids by an activity where representatives from the store, dressed as Santa, will be sent to the homes of lucky kids, adding joy to the festival season.

“‘In love with fashion’ is not merely an advertising punch line; it is the new brand mantra. The campaign is youthful, vibrant and exciting and captures the true spirit of the brand and the consumer. It mirrors the aspirations of the youth of today who are free spirited and believe in expressing themselves even in the way they dress. For them, dressing up is not a chore; they want to be well turned out whenever they step out. The campaign echoes this consumer sentiment,” added Dutta.

It is not just about creating a great advertising campaign, but connecting and engaging with the target audience is what the aim is with this long-term promotion exercise.

Dutta shared that from the last quarter Pantaloons is proactively looking at including more activities in its digital communication plan. For this particular campaign, it has tied up with Yahoo and created a digital catalogue wherein users can see the product range available at the stores. This is happening above its social media activities.

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