Parthas, a 50-year-old brand, a pioneer in modern fashion retail in Kerala had been left behind in the marketing and branding game over the past few decades. Barring a few loyalists, the major chunk of modern fashion consumers had long left the Parthas patronage.
Going beyond the fiercly competitive fashion industry, Bloombox helped Parthas go beyond the conventional approach to re-establishing brand relevance and connections with the new consumer. While the standard practice would have been a new identity, a big brand campaign signaling change; we at Bloombox created a huge buzz in the market with a brand property that spoke of long-lasting, undying things that a consumer valued.
FAMILY. RELATIONSHIPS. FUN.
Bloombox conceptualized a brand property around the WEDDING SEASON, which is the peak season in the region.
Connecting with the soon to be married couples that are the core of the buyers during this season, a fun reality show concept was conceived as a radio show. Soon to be married couples could win WEDDING SHOPPING VOUCHERS FROM PARTHAS, worth over 30 Lakhs over 3 months.
This brand program created a huge buzz with over 3 months with
6 lakhs listeners in Cochin on air,
500 plus entries from soon to be married couples,
and 500 listeners who were rewarded.
RECONNECTING AND ENGAGING CONSUMERS MUCH BEYOND WHAT CONVENTIONAL ADVERTISING WOULD DO.