Blenders Pride conveys fashion statement

In order to establish that Blenders Pride Fashion Tour is one of the largest such events in the country, the company has installed dummies of models sitting on branded boxes on the conveyor belts in the Hyderabad airport.

Seeing models on the ramp is not a new phenomenon. However, Blenders Pride has given a twist to ramps by bringing models on conveyor belts in a unique attention catching campaign for the Blenders Pride Fashion Tour event.

The innovation, planned and executed by Platinum Communications, attempts to establish Blenders Pride Fashion Tour as one of the largest such events in the country. It involves branded boxes with one dummy of a model sitting on each box, placed on conveyor belts in the Hyderabad airport. A display on the screen says, 'Clothes and Accessories BPFT 2012' and 'Make the World a Stylish Place'.

However the OOH campaign was spread over the other major cities too, which include Mumbai, Chandigarh and Bangaluru.

The client brief to the agency was to highlight and establish the fact that Blenders Pride Fashion Tour is India's largest fashion property. It added that since the audience's attention span on outdoors is short, the creative should make the most of it to grab attention and generate conversation about both the innovation and the brand.

The innovative use of ambient media at the airport pleasantly surprised consumers, some of whom thought the dummy to be a live model.

Gour Gupta, CEO, Platinum Communications says that according to the latest figures released by International Air Transport Association (IATA), India has the strongest annual growth with the domestic air travel demand rising by 16.4 per cent annually.

He adds, "Innovations are a must to enhance the brand's basic proposition and attract attention. Because of the high domestic air travel demand, we wanted to use this touch point to target the specific affluent demographic group. A lot of brainstorming went into cracking the right media and making full use of the innovation. The deployment was done on the conveyor belts in a way such that no one could miss the communication. The idea was to provide high impact and attention."