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