Vimal, the textile brand under Reliance Industries, has rolled out an advertising campaign to announce its ‘Only Vimal’ repositioning and refreshed brand image. The campaign has been conceptualised by IBD, after the agency bagged the account in April.
The repositioning campaign consists of three films featuring the same protagonist and set to the ‘Only Vimal’ tune
One film shows him joined by a group of friends on a biking trip. As they begin their trip, they go through all kinds of rough terrain. As they reach their destination, the protagonist, who is wearing an Only Vimal jacket, wipes off the dust and pollen, and walks into a party, while his friends are shown struggling to do the same. The voice over signs off ‘The fabric of the future is here. Only Vimal protector. Another innovation from Only Vimal’.
Another film shows the protagonist go through an entire day which consists of both indoor and outdoor work. As the day gets over, he gets back home, only to be surprised by friends, who have thrown a party for him. He meets and greets the friends nonchalantly, without having to worry about a sweaty jacket even though he’s worn it all day. The voice over introduces the ‘Deo 2’ and labels it an another innovation from Only Vimal.
The third film shows the man with two colleagues in a taxi. As the trio are stuck in traffic, the protagonist gets out and starts running. As her runs over obstacle after obstacle, the voice over introduces this innovation as ‘d-creased’. The film ends with the man who striking a business deal, after which his colleagues arrive in the taxi.
Rahul Gupta, MD, IBD, said, “Vimal has been very latent over the last few years. It's not been out in the media. So, this is almost like a re-launch and it’s like re-staging a brand. The Only Vimal shift will come into play right now. There are major changes happening. The brand was dominant in the ‘80s and then died down. Reliance moved on and the emphasis on Vimal came down. Now, they're keen and want to be identified in the top two brands in the country. We wanted to rekindle the brand.”
He added, “If Raymond stood for the complete man, we decided that Only Vimal stands for the man of action. We wanted to show the superiority of the brand by linking it to the technology that helps the man pass through an all-action day. The man we've shown is today's youth and he needs clothes that can help with the way of life.”
The campaign also consists of print, online, digital and outdoor.