CASESTUDY / Blackberry

Insight on the process of benefitting clients.

Blackberrys is one of the leading apparel brands in India. It was introduced in Sept. 1991 by Mohan Clothing Co. Pvt. Ltd who pioneered the concept of branded suits and jackets and then gradually ventured into 100% cotton trousers. Today one can buy the brand in 150 cities across India in about 600 up-market multi-branded retail outlets besides its own Brand Stores in Mumbai, New Delhi, Bangalore, Kolkatta, Chandigarh, Patiala, Pune, Hyderabad and Chennai. After positioning themselves as a fashion Brand for men, Blackberrys is now expanding into shirts and women wear to become a Complete Family Fashion Brand. The range includes Khakis (100% cotton trousers), Dress line trousers (Formal), Suits & Jackets, Shirts, Tops & Trousers for women.

This was the first time that Blackberrys rolled out a massive Pan-India campaign to cover 34 cities. The basic objective of the campaign was to promote the Corduroy Trousers, inform about its availability in big retail outlets and their exclusive in-house Brand outlets. The campaign aimed to achieve maximum sales during the festival season in September and October.

Objective

To promote their new range of Corduroy

Trousers and achieve sales during the festive season, create awareness for the brand and in-house exclusive stores

Media

Hoardings

Creative Agency

R. K. Swamy

Outdoor Partner

Jagran

Duration

30-45 days campaign

Date

10th Sept 2006

Budget

Rs. 34 lacs

Impact

High TOM awareness and recall, campaign extended for 15 days

A successful campaign and a Happy client

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