Isobar India, the digital agency from Dentsu Aegis Network, has collaborated with Wrangler to help the brand launch their latest collection, ‘Stretch Plus’ in India. As part of the launch, the agency has devised and executed a digital media campaign for the Wrangler that focusses on engaging ‘followers’ with the product’s latest feature, ‘Extra Stretch’.

In an age where brands are using banner ads on mobile devices to direct users towards discounts or generate other forms of marketing leads, Isobar India has created an interactive approach to engross consumers by extending the stretch feature of the product on the banner itself. Targeting users on touch devices, the agency asks customers to ‘stretch’ the product on the devise for a surprise offer. Every time they stretch the denim on the mobile banner, an offer pops up that leads them to avail discounts on the collection.

The campaign has already garnered a total impression of 2,618,948 with an Engagement Rate of 1.8%. The number of vouchers/coupons that has been generated until now are 1,147. The same number of new users have also been added to the database. For the record, the campaign has been executed in collaboration with mCanvas Advertising.

Speaking on the launch of the campaign, Suraj Nagappa, Vice President Isobar India states, “Our objective is to nudge the audience and make them experience the stretch feature and drive home the point, albeit in a non-preachy manner. We wanted to appeal to the viewer’s reason, and not just feeling. The brand positioning has witnessed a significant shift to adapt to the evolving consumer behaviour. The Stretch Plus campaign has rightfully delivered on the requirement of Wrangler’s new age consumers.”

Commenting on campaign, Rohini Haldea, Marketing Head – Wrangler said, “Interactive ads are a good way for brands to get consumers’ attention and engage with them in a way that is meaningful to the brand. With the interactive ad feature, Wrangler’s Stretch Plus campaign is aimed at creating a digital experience that highlights the product benefits in an engaging manner and incentivises the consumer to try the product.”

About Wrangler

Wrangler is the everyday performance denim brand. Since the dawn of our denim, our inspiration and guide has been real life experiences. We believe that clothing should be designed to fit the needs of the people wearing it. We have held this belief to our heart from the beginning — from 1947 , when we started up in Greensboro, North Carolina. We embarked on a platform of innovation and with an idea to create the best-possible jeans, jackets and shirts for cowboys. We added special features. We added functionality. For instance, flat rivets that wouldn’t scratch your saddle, watch pockets, seven belt loops (instead of the usual five), and yoke seam over panel for keeping your wallet in place. Functional design details still remain vital, adapting to modern looks and needs. Now, with jeans being worn by millions every day, we are totally committed to improving the everyday functionality of our jeans and to making a huge and positive difference to your life. Our ground-breaking innovative platform, Denim Performance, started with our understanding of what riders need from a pair of jeans: Tough Gear, Sun Shield, Cool Vantage, Anti-Bacteria and Water Repellent. We move with the times, often leading the way to providing more comfortable, more stylish and more innovative every day denim wear. A wear that is just as durable, authentic and stylish as you would expect from the world’s favourite denim brand.

Campaign Credits
Business Head: Suraj Nagappa
Group Head: Rolf Hennessy
Creative Supervisors: Maitri Ramkumar
Copywriter: Diwakar B.
Account Managers: Nagesh Savukar
Associate Director, Media: Baniaikynmaw L Shanpru

This Ad campaign is related to:
Isobar, mobile ad campaign, Wrangler Stretch Plus, best marketing campaign, Digital agency, Dentsu Aegis Network, Clothing, clothing campaign, fashion campaigns, fashion ads, Best ads on TV, Jeans, mCanvas Advertising, Suraj Nagappa, digital media campaign, innovative

Kyunke, Zindagi mein thoda Jugaad toh chalta hai, Lekin Jugaad se zindagi thodi chalti hai!

Exide Life Insurance, an established Life Insurance Company announced the release of its new campaign #NoMoreShortCuts across social media.

The campaign which takes its inspiration from the word ‘Jugaad’ which means quick fix or a shortcut has been released across digital media including social, native and video platforms. Using this campaign the company plans to generate engagements and conversations with its customers over a 30-day period.

If there is one thing we can all secretly admit to, it’s the fact that we have, at some point, taken a short cut in life – be it to beat traffic, solve a problem or simply because we wanted things done faster. We Indians, in particular, are famous for owning this trait on a day-to-day basis. However, short cuts aren’t always the best solution.

Exide Life Insurance used this insight to introduce a unique character named Jugaadulal. In a quirky tale, the audience follows the protagonist in his endeavor to employ short cuts on a daily basis, only to see them fail. He takes us through his experience of using shortcuts and the failures it leads to. In a humorous manner, we are privy to the different phases of his life, and his final realization that shortcuts aren’t the best solution and cannot win over long term planning.

On release of this campaign, Mohit Goel, Director – Marketing said, “The message integrates perfectly with our brand mission of helping Indians prepare financially for a Long and Happy Life. Through this execution, we want our customers to know while short cuts work sometimes, they aren’t always the best solution. And for a long and happy life, you need to have the foresight for long-term planning. This is truly specific for financial planning because there are no shortcuts to making money.”

After all, Zindagi mein thoda Jugaad toh chalta hai, Lekin Jugaad se zindagi thodi chalti hai!
Watch Jugaadulal’s journey from taking shortcuts to understanding the benefits of long term planning.

Credits:
Brand: Exide Life Insurance
Agency: Autumn Worldwide
Director – Amit Baidya
DOP – Amit Trivedi
Colorist – Swapnil Patole