Client Brief

Weddings are losing their swoon with guests recycling their wardrobe rather than dressing up for the occasion.
2. Millennials are shying away from ethnic wear, afraid of being termed ‘traditional’.

3. The collection at Manyavar was regarded as traditional, unlike the modern-day designer wear.

All of the above marketing challenges needed to be solved with a belief shift. The belief that what you wear adds to the aplomb at weddings, that whatever your personality, ethnic wear can match up and Manyavar is up to speed with modern-day styles and fashion.

Idea

Ranveer Singh — known to be a maverick dresser, can carry off just about anything. If he can look good in our ethnic wear, anyone can. Calling out to the millennial of millennials.

If you’re not dressed for the occasion, you’re not ready.

IDEA: #TaiyaarHokarAaiye.

It’s colloquial to say - ‘get ready and come’, whenever you’re stepping out of home. Each time you dress up for the event.

How can office wear and wedding wear be the same! A light hearted tug at putting it into perspective. Ranveer’s comic nerve + his loud, super confident personality were just perfect for the script.

Execution

Ranveer Singh, unnervingly follows up for an interview at a wedding to a point it get irritating. You want to see it till the end. The usual moments at a wedding - meeting people, taking a selfie, having a bite, Ranveer follows the man wearing and suit and bombs each instance.

You’ll agree that it’s extremely relatable. We’ve all worn differently at celebrations. The film will remind you to dress up otherwise. The reveal in the end of the man now in ethnic wear is delightful and simply appropriate.

Ranveer Singh is dressed in a V-cut kurta and a stylish, floral Nehru jacket — fashion of the moment.

Result

A national campaign, showing at over 600 screens across cinemas.

Views across social media: 7 million, in the launch month, with 37,000+ shares.
Media coverage: 1 million+ impressions, calculated via www.signal.ai.
Millions of impressions from Ranveer Singh influencers
Sales spurt: 21% rise. Considerable increase in footfalls across stores