Wills Lifestyle's mannequins take a break

The first-of-its-kind holographic campaign talks about agitated, over-worked mannequins inside the brand store get together in the café to plan a holiday.

Mannequins inside any fashion store are often the first and foremost figures one looks at while making a decision about purchase. Yet, mannequins are often taken for granted by the customers, as well as the store owners. Coming out in support of these lesser known identities is Wills Lifestyle's latest digital holographic campaign called #Mannequinsonabreak.

Having launched other successful digital campaigns in the past like RFID tags, 360-degrees selfie booth, and fashion drone, the latest campaign from the brand has yet again tried to enhance consumer experience at its brand stores with an innovative mix of fashion and technology in the #Mannequinsonabreak campaign.

The campaign is being unveiled in different stages through the month of November. It is about agitated, over-worked mannequins inside the brand store getting together in the café to plan a holiday.

The campaign develops further with the mannequins going to the HR to announce their displeasure about not getting a break. Their frustration builds up and the entire group takes off leaving the store display empty. It is at this point that models featuring Wills Lifestyle holographic displays enter the showroom and showcase the brand's Autumn Winter 2015 collection live on the runway! The idea behind the campaign is to showcase the entire festive season collection in a quirky manner and promote technology-enabled marketing.

Speaking on the launch of the campaign, Atul Chand, divisional chief executive, ITC Lifestyle Retailing Business, says, "Wills Lifestyle has always been at the forefront of innovation and driven the business of fashion in India with novel interactive platforms. Being at the helm of creativity, we have integrated modern technology with fashion yet again this season, and created a unique way to display our new collection and enrich consumer experience in the brick-and-mortar world. The objective is to create awareness about the new season collection and drive people to the store for that one-of-its-kind brand experience."