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Tag: Roch D’Souza

  • Brand Factory launches #365OrNothing campaign on the occasion of International Women’s Day

    Brand Factory launches #365OrNothing campaign on the occasion of International Women’s Day

    Mumbai: Future Group’s retail discount chain, Brand Factory has launched a new campaign #365OrNothing that urges us to celebrate womanhood 365 days. The hard-hitting digital ad campaign aims at breaking the stereotypical habit of celebrating, recognizing women and being respectful only on one day. 

    The messaging resonates with the brand’s core value and proposition of #Discounts356days which lets the consumers purchase their favourite brands at the most discounted rates. It is definitely a unique campaign as it champions to break the stereotype and yet remain in touch with the essence of women’s day.

    The ad-film captures real-life instances that a woman faces, from receiving a horde of WhatsApp messages, roses etc., and highlights how they ought to be treated throughout the year. Brand Factory narrates that people should continue the same behaviour irrespective of what day it is. 

    Link: http://bit.ly/BF_WomensDay

    The digital campaign was launched on various online platforms such as YouTube, Facebook, Instagram and Twitter amongst others. A series of posts, teasers and contests will be running across the social media platforms to engage with shoppers. The engaging contests will give shoppers a chance to express their views on this topic. The most gripping responses will get a chance to shop for free at Brand Factory.

    Roch D’Souza, CMO, Brand Factory commented “As a brand, we always try to have a different narrative pertaining to the occasion while keeping our core values and proposition in focus. So, on this Women’s Day, we wanted to break the clutter and urge people to recognize women and be respectful all the year round. Alongside, we also wanted women to know that they are special, not just this one day but all 365 days. We are giving a platform to our customers to buy their favourite premium brands at highly discounted prices and feel special every day. We believe that women deserve nothing less. Hence 365 days or nothing!”

  • Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Brand Factory uses consumer-first approach to launch the 4th edition of Free Shopping Weekend

    Mumbai: Brand Factory, India's leading retail discount chain by Future Lifestyle Fashion is back with the country's annual shopping pilgrimage, ‘Free Shopping Weekend’ (FSW) from 4th to 8th December. Customers can shop from over 200 plus original national and international brands like Zara, Jack & Jones, Lee Cooper, Levis, Imara, ONLY, PEPE, Iktara, Adidas, Reebok, Skechers, Fila, American Tourister, V.I.P, Lino Perros, Lavie, Caprese and much more. This event offers the customers goods worth Rs 5,000 at Rs 2,000 only and returns the entire value in the form of free merchandise, gift vouchers and cash backs.

    Aiming to increase brand awareness and directing themselves towards strengthening the connection with customers, Brand Factory is going all out on its digital campaign. The retail chain will be sending over 1,00,000 customized invites in the video format, created by IdeateLabs, to each customer who has conversed with the brand, through various social media platforms. The entire marketing exercise has led to a large variety of user-generated content organically and has received a tremendous response.

    This integrated marketing campaign has roped in influencers across fields, gender, reach and demographics to raise mass awareness around its upcoming sale. Along with boosting awareness on personalization and Influencers marketing, Brand Factory ensured to be visibility to consumers across multiple touchpoints such as print, television, OOH, radio amongst others to connect with their target audience.

    Announcing the launch of the 4th edition of Free Shopping Weekend, Roch D’Souza Chief Marketing Officer of Brand Factory said, “Brand Factory is known to take alternative experimental approaches for its campaigns, and this time was no different. Free Shopping Weekend is one of our prime properties and also India’s annual shopping pilgrimage where people readily queue up to get the best deals on the best brands. In this spirit, we have launched a 360-degree marketing strategy including customizations, influencer trends in regional markets and digital platforms like Tik Tok to amplify the biggest shopping festival of the year. We have created over 1,00,000 personalized videos and messages for our brand followers while having strict deadlines was one mammoth task. The initial response of the audience is phenomenal. They have been surprised with the personalized approach which in-return is successfully generating numerous conversations and user-generated content. With FSW, we have enabled equalization among audiences. As always we are looking forward to having maximum footfalls at FSW.”

    Amit Tripathi, Managing Director, IdeateLabs commented, “Digital today is primarily about building conversations. Brands have the opportunity as well as resources to use various digital channels to connect with their customers effectively and engage with them in more personalized ways. A content approach that speaks to your desire of ‘hunt for the deal’ and weaving an impactful messaging around it, is the only way to gain consumers attention in a heavily cluttered world today. Team IdeateLabs has been involved with FSW since the launch, and this is the 4th edition of the event. Our focus was on maximizing our engagement with the entire loyal follower base of Brand Factory.  FSW is a concept which provides ‘value’ to the customers in terms of money, products as well as the entire shopping experience. And hence we stayed focused on reaching out to our existing audiences and at the same time communicating with new ones in a more meaningful manner and inviting them to the party of the year at FSW."

    Brand Factory presently has 103 store outlets across 49 cities in India such as Mumbai, Delhi, Bangalore, Kolkata, Orissa, Calicut, Mysore, Thiruvananthapuram, Gurajat, Bhuj, Guwahati, Ghaziabad, Mangalore, Hyderabad, to name a few.

    Customers can book their entry tickets on insider.in or through brandfactoryonline.com or visit the nearest Brand Factory store.

  • Brand Factory takes a quirky take on how things go overboard during Diwali

    Brand Factory takes a quirky take on how things go overboard during Diwali

    MUMBAI:  Diwali known as the festival of lights, brings with itself a gigantic festive fervour that's filled with fun, happiness, love, family bonding, and not to forget — the gifting and shopping frenzy. And no brand wants to miss out the opportunity to connect with its audience through a heart-touching and emotional content.

    Brand Factory, breaking this clutter, has launched a digital film – #Diwali365Days, which shows there is every day Diwali at Brand Factory because of amazing discounts 365 days on 200+ fashion brands.

    The film captures the essence of how Diwali also means dramatisation of everything. There are countless greetings from random numbers to mandatory office celebrations to never-ending selfie sessions. It is something we don’t opt, but our celebrations are incomplete without it. Through a quirky narrative, the digital film showcases such instances which do get overwhelming. 

    The film was a big hit among millennials and garnered over 2 million views and 200+ shares in just 5 days.

    Brand Factory chief marketing officer Roch D’Souza says, “During Diwali, brands usually take an emotional or social hook to convey a message. But at Brand Factory, we decided to take insights from things that usually happen during Diwali and give a quirky spin to it. So, we decided to have a digital film which will resonate with our audience. At the same time, we ensured to enhance the brand proposition of discounts 365 days which the film does it aptly.”

    Brand Factory, a Future Group concept, is India’s leading chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and International fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.

  • Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    Brand Factory’s Raksha Bandhan ad all set to redefine sibling bond

    MUMBAI: Brand Factory, a fashion discount chain by Future Group, wants to make this Raksha Bandhan a unique experience for siblings. While the world focuses on highlighting just the sibling bond, Brand Factory took a different route to showcase not just the bond but how a brother plays a larger role in a sister’s life. The brand believes that there are unimaginable ways a brother supports a sister no matter how challenging and sometimes unachievable her dreams may seem.

    Hence, this Raksha Bandhan, Brand Factory has introduced the #BrotherLikeNoOther campaign. This campaign is its attempt to celebrate those brothers who help their sisters chase and achieve their dreams. Dreams that are often shunned by society, but how a brother will only encourage and coax his sister to chase her dreams.

    The campaign began during this week across the brand’s social media handles, Facebook, Twitter and Instagram. The concept of #BrotherLikeNoOther has been brought to life through a series of posts, contests and more that urge participants to share their experiences of how their brother has been a solid support system. The content connected well with audience which was proved by heart-touching sibling stories received on each post. The campaign was further amplified through FB posts which promoted Brand Factory gift cards. Through website integration purchasing gift cards became easy. At the very beginning of the launch, the campaign has received an exhilarating response of more than 6.5 million reach across its various social media platforms. 

    Simultaneously, mega influencers like Smriti Mandhana, Rajvee Gandhi to name a few and community pages like Awesome Things in India, Scrawled Stories will be joining the #BrotherLikeNoOther campaign soon.

    To break the monotony of the generic brother-sister rakhi commercials, here’s a fun and quirky one-minute video conceptualised by Publicis Ambience. The video explains, no matter how crazy, how many demands; a brother can fulfill his sister’s wishes because Brand Factory has a deal for every demand. The video is live on its social media platform and has crossed over 1.5 million views already. 

    Brand Factory chief marketing officer Roch D’Souza says, “During festivals and occasions Brand Factory would like to be more relevant through its offerings and fabulous discounts, to its customers. We had a holistic 360-degree communication approach for the campaign and have been getting immense responses via personal stories and visuals, through our campaign thought of #BrotherLikeNoOther. This campaign was extended to all our stores through the gifting options for a sister be it shoes, handbags, womenswear and has helped drive women walk-ins to our stores.”

    IdeateLabs business head Ashish Rana adds, “Our idea was to pay tribute to this great festival of Raksha Bandhan by highlighting the bigger role of brothers. And digital exploded the #BrotherLikeNoOther campaign by weaving a story around brothers who pushed their sisters to achieve their dreams. The content did work wonders as our social media handles were flooded with sibling stories. Now, we will take this campaign to the next level with digital influencers and community pages.”

    Commenting on the campaign, Publicis MD and chief creative officer for South Asia Bobby Pawar mentions, “Brand Factory is a brand that disrupts the category, so we came to the obvious conclusion, how can its advertising be otherwise? When convention dictates that you show good-looking people who ooze an ‘effortless’ ‘aspirational’ ‘youthy’ attitude, we went in the opposite direction.”

    Brand Factory is a chain of fashion discount stores with 72 outlets across 30 cities in India. It offers 200+ Indian and international fashion brands at 20-70 per cent discount, 365 days a year. It also offers a diverse range of merchandise at absolutely great prices in a refreshingly enjoyable ambience. Brand Factory stores include men’s formals, casuals, youth wear, women’s wear, sportswear, kids wear, footwear, accessories and more.

  • Brand Factory captures the essence of Mumbai through a musical rap

    Brand Factory captures the essence of Mumbai through a musical rap

    MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

    Its #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory. Created on a foot tapping musical rap, the lyrics describe Mumbai’s love for little things like bun maska with cutting chai and important festivities that sparkle the eyes of all Mumbaikars.

    With massive discounts on over 200 original brands 365 days a year, Brand Factory offers a list of offers longer than the sparkling Queen’s necklace facing the shores of Mumbai. Executed by Circus Elephants, the music is composed to impactful lyrics by Shalini Sen and sung by the talented Revant Shergill. The one minute musical video is an ecstatic delight as it captures iconic places, beaches, cricket craze, undying love for street food and elements that make Mumbai.

    Brand Factory CMO Roch D’souza says, “There Are Many similarities between Mumbai and Brand Factory. Just Like Cutting chai, Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”

    Circus Elephants business director Ritesh Shastri adds,“It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory.”

    Increasing its presence all over Mumbai, Brand Factory opened its 10th swanky store located in Andheri, east. Within just a decade of operations Brand Factory has more than 69 stores in 28 cities across the country. #MadeForMumbai campaign has crossed over 1.7 Million views across digital platforms and has over 7K shares.

    Known for its unique proposition, Brand Factory provides a minimum 20 per cent and upto 70 per cent discount on more than 200 original brands throughout the year. Some of the brands include Adidas, Reebok, Skechers, Fila, Spykar, Levis, PEPE, US Polo, Crocodile, Buffalo, Lee Cooper, Indigo Nation, London Bridge, Louis Philippe, John Miller, Turtle, Peter England, Huur, Srishti, Ethnicity, Gini & Jony, Mini Klub, VIP, Skybags, Caprese, Lavie and more.

  • #SpreadSmartness with Future Group’s Eid celebration

    MUMBAI: Brand Factory, India’s fashion discount chain, part of Future Lifestyle Fashion presents its latest campaign called #SpreadSmartness this festive season.

    The brand has launched a TVC called ‘Mir Ki Eid’, conceptualised and created by Karma – Division of DDB Mudra Group. Picturing a family celebrating Eid, the TVC narrates a tricky situation faced by the protagonist, ‘Mir’ when he meets his in-laws and how Brand Factory comes to his rescue.

    Rendering a fresh perspective, the campaign uses situational humor to communicate that shopping at Brand Factory is the smartest thing to do. Adding an element of surprise, the TVC also promotes the special Buy 1 Get 1 offer which is on during Ramzan in a very interesting way.

    Speaking about the campaign, Roch D’souza, CMO, Brand Factory says, “Keeping the tradition of infusing humor in real life situations, through this campaign we have tried to portray a modern take on gifting during festivals. As a brand, we want to be relevant in the lives of consumers during the festive season and give them an experience of the Best Brands at Smart Prices.”

    Talking about the creatives of the campaign, Sanjay Panday, Business Partner Karma (Division of DDB Mudra Group) says, “We opted to portray a different perspective of shopping during festive occasions, rather than the typical emotional festive narrative. Whilst humorously showcasing the festive moments shared by families, the campaign encourages them to spend their money wisely by making the most of the best prices at Brand Factory.”

    The campaign will be extensively promoted on television, OOH and all social media platforms. Buy 1 get 1 free offer is valid from 14th to 25th June across all Brand Factory outlets in the country.

  • Future Group unveils ‘Free Shopping Weekend’

    Future Group unveils ‘Free Shopping Weekend’

    MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

    Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

    DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”

  • Future Group unveils ‘Free Shopping Weekend’

    Future Group unveils ‘Free Shopping Weekend’

    MUMBAI: Brand Factory over the years has created many successful promos. Despite being on sale 365 days of the year they wanted to break the stereotype of a typical Sale which happens during this period. The need of the hour was to create a big day/s for shopping, increase awareness and establish a property as unique and unprecedented. We were actually offering Free Shopping to customers apart from giving them a flat 60 per cent discount.

    Future Group Brand Factory CMO Roch D’souza said, “While each offer from Brand Factory is in itself a big deal, we wanted to create a campaign that will be direct and yet communicate the bigness of the offer. As we offer 20-70 per cent discount throughout the year, this was the biggest deal that Brand Factory or any retailer has ever offered to consumers. We believe that the campaign will be an iconic property that shoppers will remember for a long time. As a brand we have made big promises and have always delivered on the promises. Our offers are transparent and the proposition is delivered at the stores. Even in the Free Shopping Weekend, we are returning more than 100 per cent to the customer.”

    DDB Mudra Group EVP & business partner Karma Sanjay Panday added, “The films are based on the typical consumer behaviour of how consumers get excited about small discounts and offers while shopping online or at a retail store when they feel they have done something very smart by grabbing the best deals. The idea was to make them realize that they can actually get it free instead of looking for discounts or offers at Brand Factory ‘Free Shopping Weekend.’ We took this insight and weaved it into 2 interesting daily life situations, ‘Boss Ji Ka Chamcha’ and ‘Love Gifts’ where both the protagonists behave as if they have grabbed a smart discount/offer only to make them realize their folly later that they could have got all of it for free. Thus the campaign idea of ‘Mauka hai smart bano.’”