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MOMS drives home 'Lifestyle', 'Home Centre' sale campaigns in Mumbai |
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network2media Bureau
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Friday, 30 July 2010 09:00 (IST) |
NEW DELHI: In a little over a decade since debuting in India in 1999, Lifestyle International Ltd has made an indelible impression in the lifestyle segment through its two branded retail chains 'Lifestyle' and 'Home Centre'. The 'Lifestyle' retail outlets deal with apparels, footwear, children's toys and personal care products among others, while the 'Home Centre' offers one-stop home furnishing solutions. In a build-up to the festive season coming up in a couple of months, the retail major launched a heavy 50% discount sale at the two chain stores and has followed it up with a 23-day outdoor campaign that will conclude on August 15.
Lifestyle International has partnered MOMS, the OOH specialist arm of Madison World in executing the campaign in Mumbai. Interestingly, the campaign for the two retail chains has two components - AC bus wraps and bqs branding, keeping in view the target group that is either commuting by bus or is on the go in the busy Mumbai traffic.
Talking about the campaign, Anirban Ghosh, business director, MOMS, told network2media that the primary objective of the campaign was to deliver high impact and frequency so as to touch the maximum number of potential consumers in a short span of time.  He said that "AC bus wraps and bus shelters were taken up as the transit media would connect and keep the TG engaged all the time whenever they are out of home."
Ghosh said, "We have been doing this sale campaign strategically for the last few seasons and got huge response. Data shows that consumers across all segments are spending lot of time out of home and targeting them through transit media has always been very impactful, engaging and successful for this kind of tactical sale campaign."
The sale campaign in Mumbai could well be the trigger point for several lifestyle brands to plan a similar build-up to the festive season ahead.
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