Categories Name : STAGES OF BRAND BUILDING

Sub-Category : Long Term Marketing Strategy (3 Years or More)

Entry Name (Campaign) :Manyavar – Taiyaar Hokar Aaiye

Results

We came up with a hook to change the perception and “Taiyaar Hokar Aaiye” was hence born and has continued being our main talk for the past 3+ years. The "Taiyaar Hokar Aaiye" campaign grew to become a ‘movement’ across all age groups and was able to drive the desired behavior change amongst men at Indian weddings. The groom and his friends used to be the ones in ethnic wear. This campaign which aimed at the guests dressing in Indian ethnics as well, was able to tap into a bigger market. We took the communication up a notch to make traditional wear the only appropriate dress code for all wedding guests. The Campaign had a significant impact on the sales of the brand year-on-year, both offline and online: 2020 – 21: 15% increase 2021 - 22: 34% increase 2022 - 23: 40% increase Sales reported a 20% increase in the sales of guests’ ethnic wear