Brand Factory’s Latest Campaign #MadeforMumbai
by Shrutee K/DNS
Mumbai,
19th June 2018: Brand
Factory, a fashion discount chain by Future Group, is now open in 10 Locations
across Mumbai. To indicate its dominance in the city, Brand Factory deployed a
3600 brand campaign across the city – redefining their positioning
in Mumbai. Brand
Factory, launched a campaign #MadeForMumbai, that seamlessly weaves Brand
Factory into the DNA of Mumbai. This campaign was inspired by the
quintessential Mumbaikar – the one who is glamorous,
yet price conscious.
To establish
the #MadeForMumbai concept and reach out to all the Mumbaikars Brand Factory took
an aggressive approach and launched the campaign on Twitter, Instagram and
Facebook, which was backed by extensive outdoor advertising, print ads and
on-ground activity. Mumbaikars instantly connected with the message and the campaign
reached 5 million people across all social media platforms, generating numerous
conversions on each platform.
This was
followed by a unique on-ground cutting chai activity. Brand Factory identified
the cutting chai as unique and peculiar to Mumbai and communicated their core
proposition of “cutting prices 365 days”. The tapris
in Mumbai also got a makeover when Brand Factory replaced their old cutting
glasses with the new ones which had the proposition printed on it.
Through
the power of Facebook and Instagram, Brand Factory started the ‘Cutting
Challenge. This challenge instantly became a hit amongst the Mumbaikars and
soon Mumbai’s most popular influencers like Ankita Lokhande, Amruta Khanvikar
and RJ Malishka participated in this challenge. The 20 Instagram posts got 800k
likes, 5463 comments and a massive reach of 10 million which boosted the Insta
followers by 10 times. The
campaign was further amplified with a music video, which had a rap song on the
city and Brand Factory. The music video garnered nearly 2 million views and 8K
shares which took the #MadeForMumbai campaign to new heights. The campaign worked wonders for Brand Factory as the
sales number went up by 3 times and all the 10 stores of Mumbai saw a steep
rise in footfalls.
Roch
D’Souza, Marketing Head, Brand Factory says, “There
Are Many similarities between Mumbai and Brand Factory. Just Like Cutting chai,
Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate
many such similarities through our campaign and made sure we imbibe the true
spirit of Mumbai and that’s how #MadeForMumbai came to life everything we did
on Digital, Print, Outdoor or radio”
About Brand
Factory (http://www.brandfactoryonline.com/): Brand Factory, a Future Group concept, is
India’s leading chain of fashion discount stores with 69 outlets across 28 cities
in India. It offers 200+ Indian and International fashion brands at 20-70%
discount, 365 days a year. It also offers a diverse range of merchandise at
absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals,
youth wear, women’s wear, sportswear, kids wear, footwear, accessories and
more.
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