Law & Kenneth won the business from Bangalore based Fish Eye Creative in April this year. Nitin Singh, vice president, Law & Kenneth says the campaign had been linked to a few tangible business objectives that the agency had taken on the task of fulfilling. “The brand was coming back into the market after a while and they had a clear business objective; create a distinctive imagery for the brand and identify a clearly defined TG, besides creating customer loyalty,” he added.
“The process of creating new communciation for the brand entailed talking to the vast amount of stakeholders involved, where we spoke to brand managers, designers, floor managers even the tailors, in a bid to understand and define the brand’s primary target audience. We realised there was a unique quirk in the brand’s personality which we could leverage to make it stand apart from others in the category. The consumer insight here was based on the fact that most guys are afraid of being seen as an average joe, they may not want to stand out in a crowd but neither do they want to blend in. They want that something small in their wardrobe that differentiates them from others. Hence the idea of a small change in their wardrobe making a big difference to their life,” added Singh.
In the ad, a young man who is shopping in an Indian Terrain store, is trying to make some purchases but seems unsure of what to buy. A young girl who is passing by, senses his confusion and playfully decides to guide him through his purchase decisions, albeit from a distance, as she continues her own purchases in the store. She is at a distance so all the communication between them is through non-verbal cues. When he tries on a shirt, she gestures to suggest that he roll up the sleeves. In another spot, where he is thinking of picking up a blue shirt, she makes a face that suggests, “No way.”
Watch the commercial here:
“Since the brand idea was to build on the concept of small change, we decided to focus on the moment of purchase as the starting point. We brought another character along, that of the girl, who pushed him to make the small change in his wardrobe that would ultimately make a big difference. There is an underlying romance in the environment as we developed the chemistry between the two characters but we left that part open ended,” explains Rahul Nangia, creative director on the account.
The campaign consists of two 20 second spots, a 25 second spot as well as a 60 second cinema spot and web surround advertising. “The signature piece which is a three minute soundtrack is going to be a defining point of the campaign that we plan to leverage in phase two, across radio and actiavtion points. We will try to engage consumers from an activation point of view, inviting them to develop their own signature tune," adds Singh.
It may be recalled that the brand had earlier enlisted actor Kunal Kapoor as their brand ambassador in previous campaigns. It is a route that the agency says they won't be following in future.
Creative team: Rahul Nangia, Vipul Salvi, Rishabh Dave, Suhas Panchal
Client servicing team: Nitin Singh, Vivek Chandrashekhar, Vikramaditya Chauhan
Production house: Bandra West Productions
Post production studio: Prime Focus