OOH the Diesel Way!
All of us are customers in some way or the other and as customers we get touched when we see different things or things that are done differently. At Diesel we believe in pleasing the new age customers by doing things that would delight them,” says Sumeet Yadav, Business Head, Diesel India. Yes, it is with this view to delight customers by doing different things or things differently that Diesel re-launched its Women’s collection with a dash of style, backed with the philosophy of ‘less is more’. Traversing the outdoor route, the brand conceptualized and executed a buzzgenerating campaign with these objectives: break the mold and perception of Diesel being a largely masculine brand, build traction with the female clientele and re-emphasize that Diesel is fun and feminine. The key approach for the campaign was ‘big formats, clutter free and quirky locations’. “The idea was to weave a campaign which was best using the minimal. Thus we did not look for quantity; our prime concern was quality. So instead of picking up a large number of sites, we chose some very premium, and clutter free,” highlights Nikhil Dave, Director, Vibrant Advertising Agency.