GroupM Unveils Grand OOH Campaign for Manyavar's South India Debut
Renowned actor Ram Charan assumes the role of the official brand ambassador, becoming the face of the campaign and endorsing the brand's presence in this promotional initiative
Sumit Rawat
GroupM, the media investment arm of WPP, has orchestrated an impactful Out of Home (OOH) campaign to celebrate Manyavar's entry into the South Indian market. Timed with the commencement of the wedding season in the region, Manyavar introduces 'Vivaham,' a collection showcasing traditional South Indian attire, Panchakacham, and Veshti.
In collaboration with GroupM OOH Solutions, Manyavar introduces the campaign #TaiyaarHokarAiye, featuring global sensation Ram Charan as the brand's face in the region. The campaign unfolds with larger-than-life cutouts of the star adorned in Manyavar's elegant garments, showcased in over 350 installations across Andhra Pradesh and Telangana. At select locations, dimensions soar to an unprecedented 70 feet, creating a visually striking presence.
In Hyderabad, the campaign takes a unique turn with the assembly of multiple consecutive bridge and pillar panels by GroupM OOH Solutions, adding a stereoscopic effect for commuters.
This launch signifies a momentous chapter for Manyavar, a brand consistently reshaping men's festive fashion in India by blending tradition and innovation. The 'Vivaham' collection echoes Manyavar's commitment to embracing the rich heritage of South India, aligning with its core values of inclusivity and diversity.
Vedant Modi, Chief Revenue Officer of Vedant Fashions Pvt Ltd., expressed, "The Out of Home campaign perfectly captures the charisma of the Vivaham collection and Ram Charan's magnetic personality. Aligned with Manyavar's vision, it enhances the modern Indian man’s traditional celebrations with irreplicable elegance."
Ajay Mehta, Managing Director of GroupM OOH Solutions, shared his excitement, stating, "We are thrilled to have executed this stellar campaign for Manyavar and be a partner in its strategic expansion into the South Indian market. The larger-than-life OOH installations, coupled with Ram Charan’s star power, enables the brand to authentically embrace diverse audiences in the region, ensuring brand awareness and retention in a fresh market."
