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Vardhaman

Client Brief:

With the brief given to us, we were required to position a new venture, Vardhaman, as the go-to men’s apparel showroom in Adyar, Chennai. The targeted income groups were to include middle to high-income groups and HNIs. Located in central Adyar, Vardhaman is the only store around the locality that offers ethnic, formal and semi-formal wear, with an exclusive section for wedding clothes.

Ideation:

Keeping the brief and the targeted income groups in mind, the communication had to be tailored to establish the brand’s identity while building a dedicated customer base. The store had to be positioned as a ‘one-stop-shop’ for all clothing needs in Adyar. After a rigorous study of the market, we decided to focus on creating an aspirational brand with an international flavour to it. We introduced concepts that focussed on well-dressed ‘gentlemen’, to demonstrate the power of clothes and the impression they make when worn with the right attitude.

Deliverables:

The means of communication deployed were predominantly social media campaigns and scattered ATL activity with single press releases. We capitalised on various Indian festivals and internationally recognized days.

End Result:

After the successful launch of Vardhaman in July, the store reported a daily turnover of about one lakh a day.