Grey India has created a new print campaign for Vimal and its latest innovation, a new anti-microbial fabric, branded DEO2. The fabric is said to keep the wearer feeling fresh through the day.
The campaign is targeted at the "young male entrepreneur" who has a packed work schedule and social life. In the print advertisements, the fabric is shown to be woven seamlessly into a design element of flowers which communicates the message of long lasting freshness.
Hari Krishnan, vice president and branch head, GRey Mumbai, said, “It was exciting to work on a legendary brand like Vimal. The proposition is simple and is born out of the product innovation. The campaign dramatises ‘Day long Freshness’ in a clutter breaking manner while positioning the brand as fashionable and aspirational.”
Goral Ajmera, senior creative director, added, “The Deo2 campaign was a creative challenge, since we had to mix fashion with a functional benefit. We used the fabric itself, crafted like flowers to connote all-day freshness. This usage of a floral metaphor communicated the functional message in an elegant way, befitting a fashion campaign.”
Rajiv Pal, general manager (Sales & Marketing), Reliance Industries (Textile Division), said, “This is a technology break-through in our category since all Suiting fabrics manufactured by us are with DEO2 and that too, at no extra cost to the consumer. The campaign captures our product innovation in a simple yet excellent manner and also positions VIMAL as a brand for the fashionable, young, India.”
The campaign will be seen in print and outdoor across various metros and mini metros.
View the ads below
Creative:Amit Akali / Malvika Mehra – National Creative Directors
Karan Rawat / Rohit Malkani – Executive Creative Directors
Goral Ajmera – Sr. Creative Director & Art Director
Pallavi Chakravarti – Copy Supervisor
Hari Krishnan – Branch Head & V.P, Mumbai
Aparna K – Director – Client Services
Kamia Wahi – Account Supervisor