Voonik, a fashion marketplace for women, has rolled out its first television campaign. Conceptualised by Mullen Lintas, the film features Bollywood director Farah Khan and is scheduled to go on air on 10 January.
The TVC opens with Khan walking through a film set. She says, 'Imagine life is a film set, and wherever you get the chance, indulge in fashion'. The film shifts to a vegetable market, and as Khan says 'Lights, camera, and action', a fashionably dressed young woman walks through the market. The film goes on to show other everyday situations like a girl picking up her scooter, another walking out of her neighborhood while it rains, and one lady imagining walking the 'Red Carpet' while stepping out of office. The film is set to a background track which says, 'Ban Than ke everyday.” (be fashionable everyday)
Sujayath Ali, CEO and co-founder, Voonik, said, “Through this TVC, we aim to engage with ‘real women’ between the ages of 21 and 35 who desire to be fashionable but often make an effort only on special occasions. For too long, fashion has been the preserve of a few and the real woman was never part of that movement. Voonik changes that by giving them easy access to the largest collection of women’s fashion with over 15 Lakh products, by showing them an insanely relevant shopping feed through an intelligent engine that understands their personality, tastes, lifestyle and budgets and through a fabulous shopping experience that is enjoyable and engaging.”
Shriram Iyer, NCD, Mullen Lintas, said, “Voonik wanted us to create a very simple yet appealing film that would hit a chord with its female customer base. Our idea is based on the insight that every woman has an innate desire to dress up and look good, no matter what the occasion. Sometimes, we just get too caught up in conventions. This campaign encourages women to seize every opportunity to celebrate her beauty. The TVC aims to encapsulate this message and create a deeper connect with the women audience through the use of Bollywood-centric elements. Farah Khan fits in with this concept perfectly through her strong association with all things filmy and the glamour quotient associated with her brand of cinema.”
Voonik has also announced the appointment of Lodestar UM, part of IPG Mediabrands India, to handle its media mandate.
On the development, Ali said, “We chose Lodestar after a multi-agency pitch because of its excellent approach to segmenting and targeting the women audience, buying efficiencies and flexibility. We felt they are the best match to drive our ROI focus to customer acquisition.”
Nandini Dias, CEO, Lodestar UM, said, “We are excited to deliver a differentiated solution to Voonik. It is a pleasure to be associated with a company, which is young and growing immensely. We will leave no stones unturned to make this campaign a success across critical media touch points.”
Agency: Mullen Lintas
NCD: Shriram Iyer
Media agency: Lodestar
Production house: Jamic Films
Director (film): Nikhil Rao