One of the biggest fashion connoisseurs of the country, Label Ritu Kumar has created a niche among all contemporary fashion houses. Ritu Kumar is highly renowned for her exceptional work in the field of fashion, textile and craftsmanship. The brand has strongly amalgamated traditional into modern and contemporary fashion. A favourite among celebrities, the brand has also been a constant designing partner of contestants of Miss India beauty pageant.
Label Ritu Kumar advertising Objective
Label Ritu Kumar was one of the chief participants of Lakme India Fashion Week 2017. The prime objective was to advertise the launch of its theme “Sweet Surrender” by unveiling the Spring/Summer Collection.
LABEL Ritu Kumar’s theme for the season “Sweet Surrender”, was inspired by 18th-century French marquise fashion juxtaposed with a deliberate déshabillé look of the 80s, in with soft pastel colour tones & bold, tropical prints. The event was concluded with Disha Patani as the showstopper of the event wearing a strapless corset bodice dress with an asymmetric hem. The client wanted to advertise in the Tier I cities of Delhi and Mumbai targeting its core audience. Identifying urban women between the age group of 20-40 as the main target audience of the brand, releaseMyAd opted for a media plan to reach this core segment. Relying on the circulation and reach we zeroed on supplements of Hindustan Times and Times of India group. HT Cafe and Bombay Times were used to advertise in Mumbai and Delhi Times coupled with HT City were put to use in Delhi. A medianet article was published in both the papers along with photos of the event. A 240 sqcm advertisement appeared in the most happening Page 3 section of the newspaper.
Lakme Fashion Week garners a lot of attention and is a much-followed event. The unveiling of the new collection by the brand and its subsequent advertisement in leading papers created a huge buzz among the audience and generated rapid interest in the collection.
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