OOH the Diesel Way!

Outdoor Asia - - Front Page -

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.

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