CLab and Dentsu Impact execute campaign for V-Mart Retail
V-Mart Retail partnered with Dentsu Aegis Network’s Dentsu Impact and CLab, to launch their new campaign introducing the super hit Bollywood pair of Ayushmann Khurrana and Bhumi Pednekar as their brand ambassadors.
V-Mart Retail, which commenced operations in 2003, has grown to become one of the most preferred destinations for all fashion & lifestyle needs for consumers residing in tier-2 & tier-3 cities. With a presence across 14 states with 176 stores cross 148 cities, V-Mart caters to approximately 4 crore customers every year. According to a data compiled by Bloomberg, V-Mart, which has recently been conferred as the ‘World’s best performing department stores chain this year’, is one of the leading value-retailers of the country and caters to the aspirational middle class residing in tier-2,3 & 4 cities across in India.
Commenting on the association with the Bollywood couple, Snehal Shah, Sr. V.P- Marketing & Operations, V-Mart Retail said, “We are super-excited to associate with young talents like Ayushmann & Bhumi. We are a brand that believes in hard work, understands the requirements & dreams of the country that resides outside the reach of metros. It is these beliefs and values which make both Ayushmann & Bhumi a great fit to represent us as our brand-ambassador. Making their way into the tinsel town through sheer hard work and talent, their stories are what connects and resembles with V-Mart’s DNA and that of the millions enduring through daily struggle and yet daring to dream big.”
The association was designed by CLab, the entertainment and sports marketing arm of Dentsu Aegis Network. Speaking on the association, Deepak Kumar, Vice President, CLab, said, “We are extremely happy to have crafted a successful alignment between the celebrities and V-Mart. Our approach for the brand was based principally on factors of immediacy, quick recognition & response, relevancy and lastly demographic integration and acceptance.”
Haresh Nayak, Managing Director, Posterscope India, under whose mentorship CLab has been set up added, “We have evolved from the time in which celebrity endorsements were a product of gut feeling and perception to the time which involves intelligent and scientific planning for celebrity-brand matchmaking. With Star Matrix, our proprietary celebrity recommendation tool, our vision is to bring accountability and informed decision making in a discipline which functions on probability and gut feeling of advertisers in getting celebrities/sports personalities to associate with their brands. Our association with V-Mart is a testimony of our pioneering efforts in this discipline.”
Soumitra Karnik, Chief Creative Officer, Dentsu Impact, the agency which executed the communication around the celebrity association, said, “It was an extremely exciting project for the entire team at Dentsu Impact. All the ingredients of success were well laid out in front of us – a fantastic client, the fabulous pair of Ayushmann and Bhumi, a highly entertaining script built around the brand’s vision, extremely talented director in Shlok Sharma and a super refreshing music by Rahul Pais. And of course, the highly-driven team of Dentsu Impact and CLab.”