Jabong.com ties up with Puma for new campaign

Brandmovers conceptualised the campaign with Chitrangada Singh make an interactive video to encourage buyers of Puma gear to shop on Jabong

Sohini Sen | Mumbai | November 18, 2013

A campaign for a brand is seldom made specifically for a chosen medium. But that is exactly what is being done with Puma products being promoted on the e-commerce site Jabong.com through a new campaign.

Conceptualised by Brandmovers, the campaign called 'Gear up buddies' features Puma's brand ambassador Chitrangada Singh. The actor features in an interactive video where she, along with her three fitness buddies, shows viewers her fitness regime. The regime includes running, zumba and cross-fit. Throughout the different workouts, Singh and her buddies would sport workout clothes and shoes from Puma which are available on Jabong.com.

"The insight, while working on this campaign, was that consumers are more likely to buy something if they can see themselves or someone else wearing it, as against just a snapshot of the product. With that idea in mind we went ahead and tried to create a campaign which would give enough sales push so that Puma will get around 5,000 units in sales per day on Jabong.com," said Suvajyoti Ghosh, Co-founder and MD, Brandmovers India.

What makes it stand out is also the fact that the video will let viewers choose the type of clothes that they want to see Chitrangada Singh and her buddies in.

The video is available on Jabong's homepage and will also be promoted through creatives in all Puma stores. Since it is a sports and fitness based campaign, it is targeted mostly at men with more men's attire on show on the site.

"The idea was to use Chitrangada Singh's appeal to the maximum in a way which is fun and engaging. At the same time, we wanted to increase user engagement which is why we also introduced a promotion. We will be searching for Chitrangada's next gear-up buddy," added Ghosh.

Jabong is inviting viewers and shoppers to share their fitness stories as well. Viewers can send pictures, tweets, stories and will be given points on the basis of that. Buyers on Jabong will get additional points. At the end of the campaign, whoever has the maximum points will get to feature in the next video with Chitrangada Singh.

Sohini.Sen@BestMediaInfo.com

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