Diesel puts Delhi on a fashion 'high alert'

The Italian brand is running an OOH campaign, #DieselHigh, to reach out to its TG.

Diesel, the Italian lifestyle brand, recently executed its #DieselHigh ad campaign to promote its upcoming Spring/Summer 2015 season, in Delhi.

The brand aimed to reach out to highly-educated, fashion-conscious males and females between 16 and 35 years who spend most of their time out of home, in urban settings. Another important segment for this premium brand is the super-affluent consumer with whom the purchasing power actually lies.

Diesel deployed OOH in areas dominated by their TG such as posh residential areas, malls, youth joints, discotheques and pubs in Delhi. The brand installed peppy & bright displays aiming to encourage tolerance and love.

The campaign was executed by JCDecaux CityLights.

Some of the youth-centric areas selected for the campaign were in and around areas such as the Hauz Khas Village market, South Moti Bagh area, Anupam, Paras Cinema, Connaught Place, Dwarka and Bapu Dham, among others.

Commenting on the campaign, Deval Shah, business head, Diesel, says, "We cater to a very exclusive audience which is the hyper-aware generation. With bright and playful creatives backing our ad plan, all we needed to reach our TG were relevant locations."

Olivier Heroguelle, managing director, JCDecaux India, says, "It is exciting that a global fashion brand like Diesel has trusted and invested in our OOH solution to deliver its messages. This is in line with the global OOH markets where these kinds of campaigns are prevalent. Also, it is a very impactful campaign, and we hope to renew and develop more such campaigns with Diesel."

JCDecaux India is a leading out-of-home player in the market and was established in 2006. It offers media solutions in Delhi (Street Furniture & Airport Express Line), and Mumbai and Bengaluru airports.