United Col­ors of Benet­ton

Por­tray­ing the sale as tempt­ing as ice­cream, Benet­ton’s win­dow ex­e­cuted at five premium out­lets all across the coun­try for the sale sea­son takes a dif­fer­ent note than just be­ing a generic dis­play.

VMRD - - Contents - Satarupa Chakraborty

For this sale sea­son, Benet­ton used the theme of ice cream to at­tract passerby as it ap­peals to all gen­er­a­tions with the dis­play mainly tak­ing on a pri­mary colour com­bi­na­tion of red and white. An­imesh Ik­shit, Head VM & Project, Benet­ton In­dia, told, “Through the cur­rent win­dow, the idea was to make the of­fer more en­gag­ing and invit­ing for con­sumers, a bit of sto­ry­telling to make it an ir­re­sistible of­fer. Ice cream has a unique po­ten­tial of transcending through gen­er­a­tions, age brack­ets and gen­der as one of the most im­por­tant desert over decades in the ur­ban so­ci­ety. This is Benet­ton’s hon­est trial to bring an el­e­ment of sym­bolic sur­prise.”

Red and white com­bi­na­tion is syn­ony­mous of the end of the sea­son sale while yel­low and black ad­dressed to the largest spec­trum for bet­ter vis­i­bil­ity. Brand spe­cific graphic and col­lat­eral be­came im­por­tant pro­tag­o­nists of the whole vis­ual com­mu­ni­ca­tion. Ma­te­ri­als like bent ply, MDF, wool, mild steel etc were used to cre­ate the win­dow dis­play.

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