THE SALES FISH by Grey Mumbai for Kewal Kiran Clothing

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THE SALES FISH

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Industry Jeans
Media Print, Magazine & Newspaper
Market India
Agency Grey Mumbai
Associate Creative Director Arjun Kumar
Executive Creative Director Rohit Malkani, Karan Rawat
Art Director Suhas Panchal, Amol Annaldas
Account Supervisor Kamia Wahi
Released February 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: KEWAL KIRAN CLOTHING
Product/Service: WATER SAVER JEANS
Agency: GREY WORLDWIDE INDIA
National Creative Director: Amit Akali (Grey Worldwide)
National Creative Director: Malvika Mehra (Grey Worldwide)
Executive Creative Director: Rohit Malkani (Grey Worldwide)
Executive Creative Director: Karan Rawat (Grey Worldwide)
Senior Creative Director/Art Director: Shiv Parameswaran (Grey Worldwide)
Senior Creative Director: Vijaykumar Subramani (Grey Worldwide)
Associate Creative Director: Arjun Kumar (Grey Worldwide)
Senior Copywriter: Anuradha Roy (Grey Worldwide)
Art Director: Amol Annaldas (Grey Worldwide)
Art Director: Suhas Panchal (Grey Worldwide)
Agency Producer: Pamela Pais (Grey Worldwide)
Producer/Director: Arwa Mamaji (Future East)
Account Director: Ramiya Nambiar (Grey Worldwide)
Account Supervisor: Kamia Wahi (Grey Worldwide)
Media placement: Mall Activation - Shopping Malls - 1 February 2012

Describe the objective of the promotion.
Killer, India's largest denim brand, was launching its range of Water Saver Jeans, where each pair saved 100 litres of water during manufacturing. But how do we tell this to our target audience who are distracted within multi-brand outlets in shopping malls that are filled with international and local denim brands. We needed an idea that would grab the attention of shoppers and bring them to the Killer Jeans outlets and racks.

Describe how the promotion developed from concept to implementation.
The idea came from the basic quality of the product itself: the fact that every pair saved 100 litres of water. That's why we decided to call on a favour from those who were benefited by our denim the most. We didn't hire salesmen to tell people about our denims, we hired 'Sales Fish'.
Our remote-controlled sharks and clown fish were found 'swimming' in the most unlikely places in popular city malls -elevators, parking lots, lobbies- taking shoppers by surprise. A simple message on them saying 'Follow Me', guided shoppers right into the Killer stores.

Explain why the method of promotion was most relevant to the product or service.
Multi-brand shopping malls and outlets are crowded with a large number of denim brands. That made it challenging for Killer Jeans to grab the attention of shoppers. Our charming Sales Fish did just that. They took people by surprise and guided curious shoppers right into the Killer store and to the Water Saver Jeans racks and also communicated the benefit of water saving.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The promotion was hugely successful and showed an immediate effect of a 60% jump in footfall. The efficient Sales Fish also increased sales by 35%. The activity was so successful, Killer plans to make the Sales Fish a permanent fixture to display and sell its Water Savers line.