NEW DELHI: Indian fashion marketplace for women Voonik has unveiled its first television ad campaign featuring Bollywood director Farah Khan.
The TVC promotes the idea that every day is an occasion to be fashionable.
This concept is highlighted with the campaign tagline, “Har Din Fashion Karo.” Mullen Lintas was the agency behind the ad campaign and the film has been produced by Jamic Films with Nikhil Rao as the director.
The ad will go on air across leading TV entertainment and lifestyle channels from 10 January onwards. It will first air on 10 January at 8 pm on Colors & Colors HD during the screening of the Stardust Awards 2016, which is co-hosted by Farah Khan.
Voonik CEO and co-founder Sujayath Ali said, “Through this TVC, we aim to engage with ‘real women’ between the ages of 21 and 35 who desire to be fashionable but often make an effort only on special occasions. For too long, fashion has been the preserve of a few and the real woman was never part of that movement. Voonik changes that by giving them easy access to the largest collection of women’s fashion with over 15 lakh products, by showing them an insanely relevant shopping feed through an intelligent engine that understands their personality, tastes, lifestyle and budgets and through a fabulous shopping experience that is enjoyable and engaging.”
The TVC film uses Bollywood thematic elements by showcasing women in every day scenarios like shopping in a vegetable market, picking up a bike in the garage and going to office. They are shot in typical Bollywood style with a focus on their clothing and attitude. Khan further reinstates the core message by saying, “Zindagi ek film set hai; imagine karo. Jahan mauka mile; fashion karo.” (Imagine that your life is a Bollywood film set; be fashionable each day!).
Speaking on the ad film, Mullen Lintas national creative director Shriram Iyer said, “Voonik wanted us to create a very simple yet appealing film that would hit a chord with its female customer base. Our idea is based on the insight that every woman has an innate desire to dress up and look good, no matter what the occasion. Sometimes, we just get too caught up in conventions. This campaign encourages women to seize every opportunity to celebrate her beauty. The TVC aims to encapsulate this message and create a deeper connect with the women audience through the use of Bollywood-centric elements. Farah Khan fits in with this concept perfectly through her strong association with all things filmy and the glamour quotient associated with her brand of cinema.”
Voonik has also appointed Lodestar UM, part of IPG Media brands, India to lead its media mandate in the country. “We chose Lodestar after a multi-agency pitch because of its excellent approach to segmenting and targeting the women audience, buying efficiencies and flexibility. We felt they are the best match to drive our ROI focus to customer acquisition,” said Ali.
Lodestar UM CEO Nandini Dias added, “We are excited to deliver a differentiated solution to Voonik. It is a pleasure to be associated with a company, which is young and growing immensely. We will leave no stones unturned to make this campaign a success across critical media touch points.”
To celebrate this concept on a wider platform, Voonik is launching this campaign digitally with its hash tag “#HarDinFashionKaro”.
