Brand Factory, India’s leading fashion discount chain has launched its latest TVC for SPORTS SUPER SALE, offering FLAT 60% OFF on all sports footwear and apparels.
A complete advertising & digital blitizerg is planned around the sports campaign with 2 TVCs and loads of contextual advertising.
YouTube links (Unlisted):
Beta Bolt: https://youtu.be/9CbTy1PSuIo
Beti Gaga: https://youtu.be/3dOgaRG59HQ
Roch D’souza, CMO, Brand Factory says, “The campaign differentiates itself from all other sports related campaigns as it doesn’t compel the viewer to get sporty or active, instead it plays with their weaker resolutions and spurs them to at least go to the sale, whether they decide to get fit or not. It talks of a customer behavior where out of all those who resolve, few fulfil it. This campaign targets all age groups. Brand Factory communication operates in the un-conventional, youthful genre and we have tried to keep that spirit in the current campaign too”.
Sanjay Panday, Business Partner, Karma (Division of DDB Mudra Group) adds, “The campaign idea to be different from the regular sportswear ad since the objective was to position the sportswear category in the lifestyle space. The idea was executed through different mediums like TVC, Print & Digital. The films are based on typical consumer behaviour of setting different types of resolutions but failing to implement any or postponing it many a times. Hence, the idea was to make them realize that even if they keep on postponing their resolutions every time, they should still not miss the Sports Super Sale.
This insight and weaved it into 2 interesting daily life situations in the films ‘Beta Bolt’ and ‘Beti Gaga’, where both the protagonists are sceptical about their decision, whether to go jogging with a girl or starting a healthy lifestyle”.
Agency: Karma (Division of DDB Mudra Group)
Account head: Sanjay Panday (Business Partner)
Creative head: Vinayak Nayak (Creative Partner)