NEW DELHI: Arvind Retail has entered into a licensing agreement with US-based Geoffrey Beene to manufacture and sell the American fashion brand in India. As part of the agreement, Arvind Retail will produce and market Geoffrey Beene's apparel and non-apparel products in its 'Megamart' retail stores as well as wholesale in India.
To promote the recently launched label, the company embarked on a high impact extensive outdoor campaign in Bengaluru. Broadview Mediacom had been entrusted with the execution responsibilities for the three week long campaign.
The campaign brief was to execute an extensive OOH campaign announcing the launch of US based Men’s wear brand Geoffrey Beene under the 'Megamart' wing, covering every key locations in Bangalore to render a high impact launch and to create buzz.. The agency had deployed top of the line sites at all the central business districts in Bengaluru targeting executives and youth.
The objective was to announce the launch of Geoffrey Beene in a grand manner and to showcase the premium quality of GB apparel to the relevant TG. The agency deployed mainly large format billboards to fulfill the campaign objectives.
Commenting on the campaign, Joel Almeida, marketing head, Arvind Retail Ltd. - Megamart, said, “The brand was highly visible in the central business districts of Bengaluru, this was also evident in the enquiries received for the Geoffrey Beene brand at our stores and the sales generated by the brand in its first month of launch."
Gautam Chadha, managing director, Broadview Mediacom, said, "The idea behind the OOH campaign was to create sufficient buzz through a high impact OOH plan for announcing the launch of USA’s favourite men’s wear brand Geoffrey Beene under Arvind Retail Division – Megamart.
"This 23 day campaign has been well executed in Bengaluru, the plan was to provide best possible visibility and impact for the product range of Geoffrey Beene amongst the relevant TG", Chadha said in conclusion.
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