Needs:
Ajanta Shoes started its branding with low budget products for the common mass. After the gala
success, they wanted to expand the brand positioning. The mid-budget kids range and wash-n-wear
were introduced, without hampering the existing leadership in the lower end.
Indian Cricket captain, in his top form, was chosen as the ambassador for this brand. The team
leader image of Ganguly is to be associated for a product, which is for all ages and a non-premier
one. Value for money has to be reflected with the quality.
Challenges:
The personality of the brand ambassador shouldn't become higher than the product personality itself.
Rather it should be complementary, so that the qualities of the ambassador are reflected properly on
the brand.
There was one technical challenge also. Some of the displays had size up to 60 feet in width.
Solutions:
Discarding all existing photographs, we went to re-shoot the products by the best fashion photographer
of Kolkata. The digital images were further enhanced to produce a stunning look on the stand. A
few common characters were added with Ganguly for a typical communication to the common mass. At
the same time a composition was made to portray Ganguly as an easily accessible person, which
reflects the customers' easy reach for the product.
The whole message was - the ambassador as well as the product are excellent and well within your
reach.
This successful campaign is in the stands now.
Ajanta Shoes : Outdoor Display
