Throughout the season for hoodies, jackets and warm clothing, Brand Factory realized people were unaware of their large winter collection and that too on discount. To tackle this issue, and become a destination for winter shopping, they turned to the digital platform. Brand Factory aims to take the digital world by storm with its bold 'Khade Thand Par Dhoka' campaign. Keeping Brand Factory’s core target audience in mind, IdeateLabs, a leading digital marketing agency has launched this quirky campaign.
This campaign was inspired by KLPD - a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters. The core message communicated was, ‘When life acts cold, stay warm with the winter collection at Brand Factory.’
The campaign was further amplified with two digital films, based on winter plans that got KTPDied. It captured the classic ‘that happened with me too’ moments. Little wonder, the videos garnered over 4 million views across social media platforms and took conversations around KTPD to an all-time high.
Ashish Rana, Business Head, Ideate Labs says all fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. The main task was to not only bring Brand Factory into the consideration set, but lead them to the stores. The campaign is created that truly cut ice with audience, generated a whole lot of conversations, and better.