3. Objective : Perceive Semi Formals as Evening
Wear/ Party Wear and promote it as a
Sub Brand
Goal : Connect the Target Group as
Unique Life Style Brand
The Task : To be present at major touch
points connecting the TG
The
Challenge : To break the Fixation of looking at
Formals separate from Evening Wears
4. Creative Strategy
• Present the Sub-Brand as a Combo Wear
• Stress the Exclusiveness
IDEA
The Creative seeks to achieve the objective by
presenting a range that is sub branded as
- The Vector Collection
- The Vyond Adds
- .2 Style Range
5. Text Content
The Vector is derived from the Mathematical Word Vector Which has
Magnitude as well as Direction, The Vector Collection speaks about High
Energy ,Unstoppable , Successful and goal oriented
Vyond is to go beyond and carry the same level of energy from Morning to
Moon which seems to be never ending
.2 Style Range - .2 signifies the second half of the day, when dark falls, The
Sprit of the whole day lingers with you and you catch with it as soon as the
dark falls
Visual Content
The visual of the creative would help the TG associate and perceive the Sub
–Brand as a Semi Formal as well as Evening Wear
The Idea as expressed in Text and Visual combine imparts the emotional
and
social value the Range on offer Promises
