Launching Walkaroo bags with a feature-oriented campaign

Print, Radio, digital

A segment ruled by renowned national and international brands, it is indeed challenging to capture the customers' attention during the launch. Launched midway during the season, it was essential to sell the unique selling points of the brand to make the market entry successful. The challenges from the competitor brands was also high.

We created a campaign, It’s Fun Being Light, around the most sought-after feature of the bag, lightweight with the unique feature tag Fly High and used it across the media to raise curiosity and eagerness to the brand. The concept is expanded to all media types, including print, outdoor, social, digital and radio with the man flying away from the clutter of regular life and enjoying the fun. The target group being mid level college and office-going youth, the fun part was the most crucial element in the market-hit plan. We also launched a digital campaign with a new exclusive bag session on the website along with the online sales on platforms such as AMAZON and PAYTM. We also introduced a product catalog and unique POINT-OF-SALE creatives for brand recall.

The campaign was an instant success in bringing mass attention to the brand Walkaroo, a brand of VKC group, which has also resulted in considerable enquiries at the dealer shops.