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30-year Campaign of the Heritage Brand AARONG by Ishraq Dhaly


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Aarong, a unique part of the BRAC development program, had commissioned a brief to find creative strategies that would address their need to present themselves in the corporate scenario on the occasion of their 30-year celebration. This PPT was done by its agency, Carrot Communication, and was later executed by the letter.

Published in: Business

30-year Campaign of the Heritage Brand AARONG by Ishraq Dhaly

  1. 1. Aarong Showcasing Bangladesh 13 March 2008
  2. 2. “ The real voyage of discovery consists not in seeking new landscapes, but in having new eyes.” - Marcel Proust
  3. 3. Who are we and what are we here to achieve? The Big Idea & The Holistic Solution
  4. 4. <ul><li>Training Academy </li></ul><ul><li>Trade Marketing </li></ul><ul><li>Training & Development </li></ul><ul><li>Channel Development & Management </li></ul><ul><li>Merchandising & Promotions </li></ul><ul><li>Outsourced Field Ops. Management </li></ul><ul><li>Creative Communication </li></ul><ul><li>New Market Entry Strategies </li></ul><ul><li>Brand Development </li></ul><ul><li>Media Planning and Buying </li></ul><ul><li>Promotional Activities for Rural & Semi Urban </li></ul><ul><li>Direct Marketing for Rural & Semi Urban </li></ul><ul><li>Outreach Programs </li></ul><ul><li>Fiction & Non-fiction Creative writing </li></ul><ul><li>Audio Visual Production </li></ul><ul><li>Post Production Services </li></ul><ul><li>TV Media Content Producers </li></ul><ul><li>Logistic & Technical Support </li></ul><ul><li>HR Process Outsourcing </li></ul><ul><li>Recruitment Management </li></ul><ul><li>Payroll Management </li></ul><ul><li>Performance Appraisal System </li></ul><ul><li>HR Policy Planning </li></ul><ul><li>Retail Distribution </li></ul><ul><li>Catalogue Marketing </li></ul><ul><li>Retailing </li></ul><ul><li>Provide total PR solution </li></ul><ul><li>Brand PR, Media. and Stakeholder Mgt. </li></ul><ul><li>Brand building, Strengthen corporate & brand identity </li></ul><ul><li>Brand Activation </li></ul><ul><li>Event Design & Management </li></ul><ul><li>Branded Experience Management </li></ul><ul><li>Direct MarketingDirect Sales </li></ul>
  5. 5. The Brief <ul><ul><li>Why do we want new advertising/campaign </li></ul></ul><ul><ul><ul><li>To reposition ourselves in a NEW direction. </li></ul></ul></ul><ul><ul><ul><li>To connect with our existing and prospective customers in a new platform of appeal, value and image. </li></ul></ul></ul><ul><ul><li>What is the consumer insight? </li></ul></ul><ul><ul><ul><li>I love my country. I love being Bangladeshi. Embracing my heritage and culture gives me the uniqueness that will help me conquer the world. I want my dress, my ambience, household to reflect that. </li></ul></ul></ul><ul><ul><li>Advertising Objective </li></ul></ul><ul><ul><ul><li>Establish the NEW brand positioning </li></ul></ul></ul><ul><ul><ul><li>Commence 30 year celebration </li></ul></ul></ul>
  6. 6. The Brief <ul><ul><li>Who is the target audience </li></ul></ul><ul><ul><ul><li>Young Men/women (25-35) </li></ul></ul></ul><ul><ul><li>What does the target audience think and do now? </li></ul></ul><ul><ul><ul><li>For them Aarong is a trusted brand. They visit the store often, buying products mostly for gifts, sometimes for their own consumption. For them Aarong provides the reassurance that they have bought a quality product, that their friends will appreciate as it is from Aarong. But they don’t feel excited about the brand. They miss out the excitement. They don’t feel it fits completely in their life </li></ul></ul></ul><ul><ul><li>What would we like them to think and do in response to the advertising? </li></ul></ul><ul><ul><ul><li>The advertising should </li></ul></ul></ul><ul><ul><ul><ul><li>a. Trigger strong interest among non – users to try the brand. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Aarong has surprised me. I never saw it like this. It looks so exciting and suits my beliefs and values. I want to visit their store. I think it will make me unique </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>b. Encourage regular usage and establish strong connection with the brand. </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>‘ Each Aarong product I buy goes with me so well. I am so enthused to use it. </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>c. Establish the New Aarong positioning. </li></ul></ul></ul></ul>
  7. 7. The Brief <ul><ul><li>What is most likely to achieve this change? </li></ul></ul><ul><ul><ul><li>Only Aarong connects my modern lifestyle with my roots, giving me the confidence to reach out for a more fulfilling life. </li></ul></ul></ul><ul><ul><li>Why should the consumer believe it </li></ul></ul><ul><ul><ul><li>The advertising is able to touch and emotionally involve consumers in such a strong way, that it grabs their imagination and makes them fantasize about the future. </li></ul></ul></ul><ul><ul><li>List of practical consideration for execution </li></ul></ul><ul><ul><ul><li>2 Key tasks are </li></ul></ul></ul><ul><ul><ul><ul><li>Advertising & execution idea that will help establish the brand positioning. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Campaign idea and plan for Naksi Katha exhibition </li></ul></ul></ul></ul><ul><ul><ul><li>Naskhi Katha exhibition is not a stand alone event rather the starting campaign for a number of other activations to celebrate the 30 year of operation. Aarong through all the events and activation wants to portray the dawn of a new beginning of reaching out to newer heights. </li></ul></ul></ul><ul><ul><ul><li>All individual activation must provide their uniqueness to the brands new positioning. </li></ul></ul></ul><ul><ul><ul><li>The campaign plan should focus on the execution plans focusing on different channels without moving into executional details </li></ul></ul></ul><ul><ul><ul><li>Aarong is a lifestyle brand with a strong association with fashion and style. It is critical that all campaigns and communication builds reflects that. </li></ul></ul></ul>
  8. 8. Situation Analysis <ul><li>We need to break free from being OLD and STATIC to YOUNG & DYNAMIC </li></ul><ul><li>Has been here, is here, and will be here </li></ul><ul><li>A wide TG – youth, mature, NRB, expat, et al </li></ul><ul><ul><li>ALL WHO CARE </li></ul></ul><ul><li>The nation is pregnant with possibilities </li></ul>
  9. 9. Questions leading to Insights <ul><li>How does a national heritage & lifestyle brand compete on a global scale? </li></ul><ul><li>Does Aarong only mean ‘souvenirs?’ </li></ul><ul><li>Does Aarong only mean ‘festivity?’ </li></ul><ul><li>What is it that we (TG) desire to obtain when we shop at Aarong? </li></ul><ul><ul><li>The experience? </li></ul></ul><ul><ul><li>The badge? </li></ul></ul><ul><ul><li>The value? </li></ul></ul><ul><ul><li>The indigenous art? </li></ul></ul>
  10. 10. Questions leading to Insights <ul><li>What are we as Bangladeshi’s that define us? </li></ul><ul><li>Is there any discord? </li></ul><ul><li>What can I say (as Aarong) that will be mine (ownable and extendable)? </li></ul><ul><li>Lastly, if all of the above were to be considered </li></ul><ul><ul><li>What is our platform? </li></ul></ul>
  11. 11. Being the Storyteller Brand! recreating imagery banked on our heritage
  12. 12. But what are our stories? <ul><li>The Story of Stitches </li></ul><ul><li>The Story of Motifs </li></ul><ul><li>The Story of Breaking Boundaries </li></ul>Not anti jeans but pro Kurta!
  13. 13. What do they speak about and who do they speak to, really? <ul><li>The Story of Stitches </li></ul><ul><ul><li>Romanticizing the Nakshi Kantha </li></ul></ul><ul><ul><li>Tertiary TG – the opinion leaders </li></ul></ul><ul><li>The Story of Breaking Boundaries </li></ul><ul><ul><li>Taking pride in being a artisan, a woman, an entrepreneur, and a free soul </li></ul></ul><ul><ul><li>Secondary TG – the artisans </li></ul></ul><ul><li>The Story of Motifs </li></ul><ul><ul><li>Seeking creative sparks from a design POV </li></ul></ul><ul><ul><li>Primary TG – new and upcoming consumers </li></ul></ul>The existing consumer stays!
  14. 14. Again… What is the single-most powerful idea/platform?
  15. 15. Simply put… Whatever we choose from Aarong to take home...
  16. 16. Is not merely a product, but we take with us….
  17. 17. A PIECE OF BANGLADESH That stays with us as our badge of ‘pride’
  18. 18. This piece <ul><li>Is the freedom that we express through our daily lifestyle choices </li></ul><ul><li>Is the fusion and adaptability that we own </li></ul><ul><li>Is in our heart always… </li></ul><ul><li>Extends its meaning to all ‘who care – about Bangladesh </li></ul>
  19. 19. “ Nakshi Kanthar Maath” Jasimuddin Lets retell the stories that make us who we are. We commence with the…
  20. 20. “ An Empowered Nation of Women” Lets uphold the simple stories of a ‘creative Bangladesh’ We highlight ourselves being…
  21. 21. “ The Land of Ideas” Lets encourage the rise of ‘torch bearers’ of our heritage We extend ourselves further by encouraging…
  22. 22. Example: Analysing the Kantha <ul><li>History </li></ul><ul><ul><li>Encapsulates the rural essence of Bangladesh </li></ul></ul><ul><li>Design </li></ul><ul><ul><li>Expresses that essence into geometric & technical patterns </li></ul></ul><ul><li>Usage </li></ul><ul><ul><li>Takes it forward in a multitude of applications </li></ul></ul>
  23. 23. The Execution Plan <ul><li>Commencing </li></ul><ul><ul><li>Invite-based inauguration at Shilpakala Academy </li></ul></ul><ul><ul><ul><li>Live Art in Motion: A Nakshi Kantha of 30 years </li></ul></ul></ul><ul><ul><ul><li>PR Exercises </li></ul></ul></ul><ul><ul><ul><li>Open Exhibition </li></ul></ul></ul><ul><li>Highlighting </li></ul><ul><ul><li>Story based programs </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>In-house Sales Training </li></ul></ul><ul><li>Extending </li></ul><ul><ul><li>Design competitions </li></ul></ul><ul><ul><li>Commissioning those designs into artistry </li></ul></ul><ul><ul><li>Showing off the art at outlet locations </li></ul></ul>
  24. 24. Extendibility <ul><li>All these ‘stories’ should be exploited COMPLIMENTARY TO EACH OTHER to ensure maximum reach and frequency by extending the leaps into the following mediums </li></ul><ul><ul><li>Event Marketing – Exhibition & Fashion Shows </li></ul></ul><ul><ul><li>Print (Newspaper, Magazine) – Launch & Tactical </li></ul></ul><ul><ul><li>Outdoor - Launch </li></ul></ul><ul><ul><li>Retail Environment – Architecture & Initiation of Action </li></ul></ul><ul><ul><li>Promotional Activities – yearlong, festivals </li></ul></ul><ul><ul><li>Foundational Activities with Secondary TG </li></ul></ul>
  25. 25. The creative mood-boards are… (that can be brought forward in any media/medium)
  26. 26. A piece of Bangladesh
  27. 30. The Aarong Life
  28. 36. Next Steps <ul><li>Awarding the account! </li></ul><ul><li>Finalizing the details </li></ul><ul><ul><li>Cost/Budget </li></ul></ul><ul><ul><li>Timelines </li></ul></ul><ul><ul><li>Deliverables </li></ul></ul><ul><ul><li>Scope </li></ul></ul><ul><li>Design </li></ul><ul><li>Production </li></ul><ul><li>Implementation </li></ul><ul><ul><li>ON A YEARLONG GRID </li></ul></ul>