FoxyMoron and Pollen collaborate to amplify Manyavar’s #ApnoWaliShaadi campaign

Overview:

By narrowing down on the most optimal media mix and leveraging the most relevant influencers, FoxyMoron and Pollen collectively collaborated to amplify Manyavar’s #ApnoWaliShaadi campaign. With mutual support from all teams, the #ApnoWaliShaadi Influencer Campaign garnered 2.05 million views on reels and over 240 K likes on Instagram. Furthermore, the website visits increased by 0.88 million for Manyavar and 0.28 million in April 2021 as against the numbers in March 2021.

Objective:

Manyavar’s latest campaign had a three-fold objective wherein they wanted to:

❏ Create an influencer campaign to ensure maximum brand recall for the ongoing #ApnoWaliShaadi campaign

❏ Seamlessly percolate into consumer’s mindset as the one-stop brand for all things related to ‘wedding and celebration’ wear

❏ Set a benchmark in the industry for leveraging influencers to engage with successful online communities

Category Introduction:

India’s fashion and retail industry has undergone a momentous shift. According to a Deloitte report, Millennials and Generation Z, the current market definers, are on the lookout for culturally sensitive brands¹. Growth in demand for varying styles of kurtas, sherwanis, Indo-western, and Indian men’s wedding outfits is the primary factor driving the men’s Indian wear market growth. Kurta-Jackets is one of the flagship products for Manyavar. Further, improvements in the quality of fabric and design techniques and stitching-related modifications are expected to drive the Indian wear market in India.

Brand Introduction:

Manyavar began its journey as a thought in 1999 when Ravi Modi ventured into a family business which revamped men’s Indian and celebration wear. What followed was a full swing retail operation thriving from 2008 and since then the company has grown by leaps and bounds, catering to Indian wedding and celebration wear. Paving the path for a happier family, the brand introduced Mohey, celebration wear for women, in 2016 and acquired one of the biggest fashion brands in southern India, Mebaz, in 2017, a one stop destination for Men, Women and Children.

The Brief:

From lavish spreads to scintillating decor, the big fat Indian wedding has always grabbed eyeballs. Weddings are about celebrating the start of a new era with your family and close loved ones. #ApnoWaliShaadi goes beyond following traditional norms, encouraging people to enjoy with their loved ones beyond inhibitions. #ApnoWaliShaadi highlights stories that portray weddings as more than just a function and more of a celebration.

FoxyMoron was tasked with designing the media mix to amplify the communication narrative. Manyavar engaged Pollen to outline and execute the influencer marketing strategy. The timelines were to be determined in a manner that would allow them to work parallely and create a seamless experience for the target audience.

The Big Idea:

To leverage the wedding season, the brand launched 4 films for Manyavar. Furthermore, the teams also engaged with 6 celebrity influencers using Instagram Reels and Stories to set aspirations for the grooms-to-be during the wedding season.

Challenges:

a. Timelines – The campaign brief came in at a time when the country was anticipating the second wave of the lockdown

b. Logistics – The shoot could not take place at the Manyavar showrooms due to the lockdown in Mumbai and its subsequent restrictions. Multiple permissions and safety measures had to be prioritized which resulted in virtual shoots

Execution Strategy:

While the #ApnoWaliShaadi campaign was scheduled to go live between 20th to 30th April, 2021, the teams planned everything from ideation, strategy and execution over a period of 10 days.

i) Determining the Media Mix

The media team worked backwards to determine a plan dedicated to each of the four commercials being released. Several avenues were leveraged to showcase the campaign including OTT platforms like Zee5, Hotstar and SonyLiv, native platforms like Wedding Sutra and ShaadiSaga and social media platforms such as Facebook, Instagram and YouTube.

ii) Collaborating with Influencers

The team carefully inspected various influencers’ based on their brand persona, influencers’ content tonality, budgets and engagement metrics and narrowed down on 6 celebrity influencers. They were Abhishek Verma, Aparshakti Khurana, Ankur Rathee, Aditya Seal, Pearl V Puri, and Gurfateh Singh. The influencer marketing campaign was to be designed in a manner

that would showcase how various outfits from Manyavar could be mixed-and-matched and styled to suit the occasion. Thus, multiple functions covering all categories were targeted to enter into the audiences’ consideration set.

In one of its many-firsts, the Pollen team navigated their way through virtual shoots. Right from sharing outfits to determining the complete looks of the talent involved to understanding frames — all the aspects of a real physical shoot were executed in the virtual world. Since it was an Instagram-first campaign, the teams selected Reels and Stories as the primary formats. The team also explored a Static Carousel Format with celebrity influencer Aditya Seal. Not only did the format receive great engagement, it also gave the team an opportunity to create content for feed with a longer shelf-life.

Results:

The campaign set was successful in its objective of garnering visibility and engagement with the target audience. The results for the influencer marketing campaign are mentioned below:

● Total likes on Instagram: 240 K

● Total views on Reels: 2.05 M

● Total accounts reached: 2.85 M

Furthermore, the media strategy devised for Manyavar delivered great results!

Manyavar (till 20th April):