"We have a 360 degree presence now": Shilpi Modi, director, Manyavar on her brand's theatre-to-TV 'media journey'

Ethnic wear brand Manyavar is back in the limelight with its progressive Aadha-Aadha ad film. A quick look at the brand's theatre-to-TV journey.

When you think about the brands that spend on theatre ads, which one comes to your mind while thinking about an ethnic wear? Manyavar, the ethnic brand by Kolkata based Vedant Fashions, has been one of those rare brands, which started advertising through theatres in the year 2014 and then went on to take some major strides in terms of 360 degree marketing.

In the recent past, the brand roped in Indian cricket star Virat Kolhi and promoted Manyavar through television, print, outdoor and digital advertising. In 2015 the brand continued to promote through theatre and outdoor advertising but in the year 2016 there have been a couple of television ads, outdoor, print and digital ads featuring their new brand ambassador Virat Kohli; the most recent being 'Aadha-Aadha'.

Shreyansh Innovations is the creative agency and Kinetic India is the media agency for the brand.

Talking about the brand's move from theatre ads to now a 360 degree marketing approach, Shilpi Modi, director, Manyavar, says, "Yes, we have a 360-degree presence now. The objectives of digital campaigns range from awareness campaigns to sales acquisition. In the past, we have done various campaigns for festivals, CSR (Manas), video promotions, etc. We kick-off digital media campaigns in association with our offline campaigns to reach out to the digital audience for a wider reach."

She adds, "Our awareness campaigns include campaign promotion, video promotion, communicating new store openings, the awards, etc. We also do product promotion campaign by guiding the consumers to our e-commerce website. Apart from these, regular social media activities are carried out to maintain brand presence and recall."

In the recent television campaign 'Aadha Aadha' featuring Kohli, the ad highlights that the essence of marriage is about sharing. Kohli, who is accompanied by his parents, has been shown as a groom who is talking to his would be in-laws about sharing the marriage expenses by both the sides.

Talking about the brief given to the agency, Modi says, "Times have changed and girls are competing with boys in every arena. Therefore, our brief to the agency was to come up with a commercial questioning the old traditions around marriages which will showcase Virat as a modern groom talking about sharing the expenses of the wedding functions."

In the recent outdoor campaign 'Pehno Apni Pehchaan', carried out in Delhi by JCDecaux, Manyavar took the route of ambush marketing by advertising at one of the bus stops outside one of Fabindia's stores. We asked Modi if this was a planned move, she says, "It was unplanned and was captured through our outdoor campaign."

Recently the brand also launched its women's ethnic wear Mohey. Bollywood actress Aditi Rao Hydari was recently roped in as the brand ambassador and the brand is currently promoting the 'Mohey Rang Do' campaign through print and outdoor advertising. The brand has different stores for Manyavar and Mohey.

Speaking about the reason behind launching the women's ethnic wear, Mohey, Modi says, "Keeping to the trends of the present times and yet preserving antiquity and glamour of the past, we showcase Mohey, from the house of Manyavar which unfolds a resplendent array of modish couture for today's graceful woman. Our cultural diversity is embodied by the charm of lehangas and sarees along with trendy gowns and suits, embellished with embroideries from across the country, to create a spellbinding assemblage for the quintessential bride."

Adding about the target audience for Manyavar and Mohey, Modi says, "We offer ethnic wear for every occasion, therefore we are targeting the entire family both for Manyavar and Mohey. We are especially focusing on the youth, as we feel this segment can help us drive a new trend."

We asked Dinesh Rathore, chief operating officer, Madison Media Omega, if he could recollect any other brand that started with theatre promotions and then went on to promote on other platforms and if this is the right way of media planning for the brands?

He says, "I do recollect Nirma, in the very old days, was heavily active on cinemas before the explosion of cable and satellite. Doordarshan came on but the reach of the channel was initially very limited. The other thing you can think of is there are no set rules or principles in terms of this is how you need to go in terms of media planning. Based on their distribution, they must have decided on what strategy to adopt and also given their budgets and distribution plans. There are no hard and fast rules that the media planning has to be like this. Based on the objectives you will choose the media that will support that particular object."

Currently the theatre ads don't feature Kohli in it. We asked Rathore if this was a masterstroke by the brand to rope in Kohli to promote through TV, print, digital and outdoor campaign, he clarifies, "What happens is, those theatre ads would have been shot earlier, now that Virat is their brand ambassador you will find Virat also in theatres. It is just the matter of time that this ad starts featuring in theatres."