Twister Leggings was conceptualised by the famous Kolkata cloth merchants, Deepeejay Textile Pvt Ltd in 2009 as an ethnic bottom-wear for women and girls. With years of success behind it and an immense distributor network, Deepeejay was at a prime position to market and sell its new product range. Soon they added jeggings, capris, and other variants of the leggings family to their Twister Leggings’ family.
Need for Advertising
Twister Leggings supplied across 15 states and grew in leaps and bounds. Yet, it could not establish itself as a ‘brand’. They roped in Soha Ali Khan as its brand ambassador which certainly helped their cause, but the brand still lacked recognition.
Advertising Objective
Twister Leggings contacted releaseMyAd, the No.1 online ad booking portal of Kolkata with this predicament. They wanted to establish themselves as a leading brand for providing quality ladies bottom-wear in markets across India. Their objectives were
- Increased sales of Twister Leggings including the variants like capris, jeggings, churidars, etc.
- Increased Brand Recognition
Challenges
We were given a list of 12 cities where Twister Leggings wanted to advertise. The cities were as different geographically as they were demographical. We had to advertise in Jaipur, Udaipur, Kota and Bikaner in Rajasthan along with Lucknow, Kanpur and Indore in the Hindi-belt. We were also asked to advertise in the cosmopolitan cities of Ranchi and Jamshedpur in the eastern belt. Likewise, Guwahati and Bhubaneswar in east India were also included in the list with the Textile City of India, Surat.
Our main problem was how to tackle this hugely differentiated mass of people and engage them in our ads.
Our Strategy
As we were advertising for female audiences in the age groups of 15 to 45, we decided to use radio ads. Most women are multitasking specialists and we wanted to take advantage of that. Women engrossed in their chores were to be targeted too. Thus, radio with its omnipresent quality was our perfect weapon.
With the target audience and medium of communication in place, our next task was to select the language of communication. Since we were advertising in different parts of northern, western and eastern India, we picked Hindi. This was partly because we were using an Ad Jingle and translating the jingle into local languages was a cumbersome and costly process. As it is, Hindi is a widely understood language in these parts of India.
Our jingle partners Jingles India created the lilting ad jingle for Twister Leggings. The jingle was a 15 sec commercial in Hindi which prompted consumers to choose only Twister-made leggings, jeggings, churidars, capris, etc. for that perfect look, feel and comfort. The ad was intended to increase brand recognition and loyalty.
Next we had to decide upon the radio stations. Our aim was to reach the maximum number of our target audiences through our ad. We zeroed in on the most popular radio stations in the cities.
We used
- Big FM in Surat, Ranchi, Kota, Bikaner, Indore and Guwahati
- Red FM in Jaipur, Lucknow, Bhubaneswar, Kanpur, Jamshedpur and Udaipur.
We made sure our ad played during the peak hours as well as the afternoons when homemakers spent considerable time entertaining themselves.
We ran the ad campaign for 25 days ensuring to leave the weekends alone. For five weeks, Monday to Friday the Twister Leggings ad was on air 10 times daily. The aggressive ad campaign by us ensured increased brand recognition for the brand.
Results
Twister Leggings testified to increase in sales in all the seven states. Sales in the Rajasthan and Jharkhand cities increased by 48% while there was a 34% and 21% rise in the Uttar Pradesh and Orissa cities respectively. Guwahati, Indore and Surat reported increased sales up to 19%, 15% and 14%.
For successfully radio ad campaign contact releaseMyAd, a leading radio ad agency at 09830688443 or enquiry@releasemyad.com
