Grey India creates new ad campaign for Vimal DEO2
Grey has created a striking visual campaign which conveys the core proposition of "Freshness'. In the print advertisements, the fabric is shown to be woven seamlessly into a design element of flowers sending across the message of long lasting freshness.
While Vimal is an "iconic' and trusted apparel brand known for its superior products and innovative technology, with this campaign it is clearly focusing on the younger audience in India.
Hari Krishnan, VP and Branch Head, GREY Mumbai, adds "It was exciting to work on a legendary brand like Vimal. The proposition is simple and is born out of the product innovation. The campaign dramatises "Day long Freshness' in a clutter breaking manner while positioning the brand as fashionable and aspirational."
Goral Ajmera, Senior Creative Director, GREY Mumbai says "The Deo2 campaign was a creative challenge, since we had to mix fashion with a functional benefit. We used the fabric itself, crafted like flowers to connote all-day freshness. This usage of a floral metaphor communicated the functional message in an elegant way, befitting a fashion campaign."
Rajiv Pal, G.M. (Sales & Marketing), RELIANCE INDUSTRIES (Textile Division) says, " This is a technology break-through in our category since all Suiting fabrics manufactured by us are with DEO2 and that too, at no extra cost to the consumer. The campaign captures our product innovation in a simple yet excellent manner and also positions VIMAL as a brand for the fashionable, young, India."
The campaign will run in print and outdoor across the various metros and mini metros.
Karan Rawat / Rohit Malkani ' Executive Creative Directors
Pallavi Chakravarti ' Copy Supervisor
Aparna K ' Director ' Client Services
Kamia Wahi ' Account Supervisor