OCM Suiting embarks on 'Face Life' proposition
WATCH the ad film created by Taproot India
Oct 30, 2012 03:11:00 PM | Video | Campaign India Team Share -
OCM Suiting has rolled out a fresh campaign to market its new collection. The campaign, created by Taproot India, targets the ambitious young generation that belongs to the India outside the main and mini metros.
The film shows a senior corporate heading towards a door in order to face the media on an issue that is presumably troublesome for his company. While he is shown to be resolute, two of the three employees walking after him are trying to convince him how facing the media could be a bad idea. Just before the man is about to open the main door, he panics. At this point, the protagonist (one of the employees who is wearing a suit from OCM Suiting) takes over from him and faces the music.The TVC ends with a voice-over, "Aaj aur kal mein bus ek pal ka faasla hai. OCM Suiting - Face Life."
Nitin Jain, chief marketing and sales officer, OCM India, said, "Our association with Aggi of Taproot, one of the best creative minds of India and Shoojit, an ace director and producer makes me proud. We have worked hard for nearly two years to get to this point through detailed qualitative and quantitative conversations. Focus of our new collection is moments of transition that define growing up of today's youth, rural and urban with the unquestionable desire to make their mark of success, be it corporate life or an entrepreneurial adventure."
Agnello Dias, chief creative officer, Taproot India, added, "It is always a fascinating journey to carve out a new space for a brand. And when it comes to suits in an Indian context, we're not talking about merely an item of clothing but something that means much more socially and emotionally. That transformational moment when one single decision could possibly change one's next step was identified in the brief as the hotspot for the brand."
OCM has also taken onboard the support of Sakshi Jain, owner of an online suiting business endeavour named 'Hangrr', as the designer and stylist for the winter campaign. She would be fundamental in driving out "oomph and élan" to the entire progression. Jain has also designed and conceptualised OCM's style book called 'Ideas'.
On the insight for the campaign, Hamsini Shivakumar, owner, Leapfrog Strategy Consulting (OCM's brand consultancy firm), said, "OCM is an old brand which needs to connect with the youth segment in its smaller town markets to recharge its growth. The young singles segment who are in their early work life were identified as the key demographic to target. It was decided to make the brand look more real yet aspirational rather than idealised to stand in contrast to the other big brands in the category."
Client: OCM India
Agency: Taproot India
Marketing (client): Nitin Jain – chief marketing and sales officer
Creative directors: Agnello Dias, Santosh Padhi
Writer: Agnello Dias
Art director: Agnello Dias
Account management: Manan Mehta, Naved Punjabi
Director: Shoojit Sircar
Production house: Rising Sun Films
Strategic planning: Hamsini Shivakumar – Leapfrog Strategy