Tata has ventured into the footwear retailing segment by launching Tashi. Leo Burnett has conceptualised its communication by first creating a teaser campaign and followed it with its launch ads. ‘Three red dots’ along with funny tongue in cheek humour were used during the teaser campaign. During the launch campaign, the tagline ‘For the love of shoes’ has been used.
Commenting on the launch, Deepak Deshpande, vice president, retail, Tata International said, “A focused advertising campaign route created a tremendous amount of noise and successfully began the process of infusing our love for shoes among the public. Finally, shoes that we made for the world will happily outfit Indians now. ”
Commenting on the campaign, K.V. Sridhar, national creative Director, Leo Burnett said, “We wanted to tease people with their love for shoes in a quirky manner. We leveraged the much underrated outdoor medium to the hilt and worked on rekindling peoples love for shoes, specially the male specie. After a very long time, I feel that ‘copy’ has been brought to fore in outdoor advertising and in style!”
On the concept and the tagline, Rajeev Sharma, national planning director, Leo Burnett, said, “Shoes- in our dressing regimen, are a bit of an afterthought. We tend to decide on the pair only after deciding on the rest of the outfit. However shoes have the potential to come up on the agenda and indeed to be loved simply because they are such a source of joy, power, sex appeal and sheer aesthetic pleasure and not to forget comfort. Tashi, with its beautifully designed range are ideally placed to do this. So we took it as Tashi’s Human Purpose to infuse people with the love of shoes”
Tashi’s range of footwear will include Oxfords, Brogans, Moccasins, Boots, Monks and Derbies for men. For women, it’ll will consist of stilettos, pumps, heels, sandals and flat for women.
Along with the Tashi store at Bandra in Mumbai, stores will also be opened in Delhi and Chandigarh.
Creative agency - Leo Burnett
NCD- KV Sridhar
ECD- Nitesh Tiwari
National Planning Director: Rajeev Sharma
CD/Art Director - Payal Juthani
Copy Writer- Sachin Kamath
Client Servicing - Samarjit Choudhry, Nitin Sharma, Mitul Shah and Gaurav Soni
Event Management- Seema Sood, Farhad Katgara and Nirmala Nathan