Category: Textile/Apparel/Hosiery Industry
- As per IBEF Reports – India’s textiles sector is one of the oldest industries in the Indian economy dating back several centuries. India’s textile and apparel exports stood at US$ 38.70 billion in FY19 and are expected to increase to US$ 82.00 billion by 2021 from US$ 22.95 billion in FY20. It contributed two percent to the GDP of India and employs more than 45 million people in 2018-19. The sector contributed 15 percent to the export earnings of India in 2018-19.
- The textile industry has around 4.5 crore workers employed in the textiles sector including 35.22 lakh handloom workers all over the country
Brand Introduction
Dollar Industries Limited has become one of the leading brands in the hosiery sector with an enviable 15% market share and a significant percentage in textile exports of the total production in the Indian hosiery market. The brand has attempted to penetrate across 29 states in India. The products have aimed to go beyond the boundaries of the country and has emerged as the highest-selling Indian innerwear brand in the UAE and the Middle East, marking its presence in places like Oman, Basra, Jordan, Qatar, Kuwait, Bahrain, Yemen, Iraq, Myanmar, Nepal, Nigeria, and U.A.E.
Marketing objective from Social Media
- Brand Awareness
- Top of the mind recall alongside communicating new brand architecture and identity
- Focus on changing the mindset of Dollar being just a ‘male-oriented’ brand
- Communicating and changing the preconceived notions about the brand
- Increase engagement with existing as well as potential consumers/stakeholders
- Creating a trend and right buzz in the market
- Drive Sales on our e-commerce platforms and market place
Summary
The campaign film featuring Bollywood star Akshay Kumar & directed by the ad-film maker, Shiven Surendranath, opens with Akshay Kumar reading what is like a typical fairytale to his daughter. He ends the story with an unexpected twist to what usually is a ‘damsel in distress’ plot. The film attempts at revisiting the stereotypical gender roles once set in stone by the society. It attempts to take a progressive view on the subject by reversing the gender role in the story, ultimately trying to reflect the brand’s philosophy of keeping pace with the changing times.
Problem Statement/Objective
Dollar Industries Limited, one of the leading brands in the Indian hosiery the sector, has undergone a complete makeover. The brand’s new identity reflects its readiness to adapt to evolving consumer trends and contemporary fashion demands.
With this campaign, the brand provides a progressive take on the stereotypical gender roles in our society and reverses it in the story, eventually reflecting the brand’s philosophy of keeping with the evolving times.
Brief
The brand wanted to present a fresh outlook and a youth-friendly image. The initial brief was to highlight the change that Dollar is adopting alongside strong messaging. The brief highlighted the given below pointers:
- Youth-friendly and relatable content
- Since ‘Wear the Change’ is the new vision, there need to be a change in the narrative – Dollar should not be projected just a menswear brand
- Changing gender-specific stereotypes
Execution
The primary idea of the TVC was to communicate the change in ideology and brand vision. Dollar Industries Limited wanted to do something different and send across a strong messaging to its consumers. The ‘duke in distress’ was an unusual twist to the plot and was stern messaging against gender stereotypes.
The first phase of the campaign involved an e-launch of the TVC via digital communication/webinar with brand ambassador Akshay Kumar and Vinod Kumar Gupta, Managing Director, Dollar Industries Ltd. During the digital press conference, Akshay Kumar unveiled the brand’s new logo and the new TVC for the webinar attendees.
The second phase witnessed a robust campaign across digital platforms and television. Consumers and stakeholders were communicated about brand identity change. The TVC grabbed eyeballs for its ‘never seen before’ conclusion and was appreciated well.
The third phase focused on a massive OOH campaign, spread across 800 sites pan India and was concluded within 21 days.
We have reached 25 million true views on YouTube! Thank you all so much for you constant love and support. Those who…
Posted by Dollar Bigboss on Sunday, June 7, 2020
We have reached 25 million true views on YouTube! Thank you all so much for you constant love and support. Those who…
Posted by Dollar Bigboss on Sunday, June 7, 2020
Time ke saath badalne mein hi samajhdari hain, isliye #DollarBadalGaya hai. Take a look at Dollar’s new look! @DollarBigboss pic.twitter.com/4R4ivOFCMx
— Akshay Kumar (@akshaykumar) May 28, 2020
Results
Quantitative:
- Total Reach- 500 million
- Unique Reach- 250 Million
- Total Engagement- 40 Million
- Total Video Views- 100 Million
- YouTube true Views- 36 Million
- Facebook Views- 22 Million
Qualitative:
The film celebrating the new identity of Dollar has been released across social media, digital and television platforms. The new TVC has managed to garner eyeballs for the new brand architecture and the new logo. Thereby, contributing to the growth in sales figures.
Quotes
Speaking about the new identity, Vinod Kumar Gupta, Managing Director, Dollar Industries Limited, said, “Our new vision focuses on ‘Wear The Change’ which is aligned with our business ethics to constantly innovate and keep up with the trends and changing consumer needs. The reinvigorated brand identity will provide a new dynamism to the business profile internally, to the end customers and stakeholders.”
Commenting on the campaign, Janmenjoy Mohanty, Regional Creative Officer, Lowe Lintas said “These are fascinating times. We are perhaps living through every cliché about the change we had ever heard. If ever there was a time to embrace change and new thinking, it is now. Dollar’s new point-of-view reflects this and urges us to begin from within and wear the change we’d like to see in the world.”
Comments
comments