We have some amazing (and long overdue) news to share – we are now the official agency for Indya! For those of you who don’t know, Indya is a fashion brand that is modernising Indian wear, making it relevant for the globally aware woman of today – and doing a great job, if I say so myself. I already know many people who are loyalists of the brand, even though they have not yet gone out with any major brand campaigns. This, in fact, is what we will be working on together. Later this year Indya will be releasing its first large-scale brand campaign, and Humour Me will be conceptualising and executing it.
One medium we will be exploring in this campaign is print. While we typically don’t recommend using traditional mediums of advertising (on account of how they are very expensive and you cannot gain measurable results from them in terms of audience sentiment), that does not mean we will never use conventional mediums. To us, it ‘s not about the medium you use – rather, how you use it. At the end of the day it’s about whether or not you can capture your audience’s attention in a way that excites them, as opposed to being an intrusion and making them feel like you are interrupting them.
When it comes to mediums that require larger spends, I have noticed that marketers often become very anxious about making sure that their audience clearly understands who they are and what their product is. I can empathise, for when you spend so much time and resources on a campaign, it is natural to want to do everything you can to make sure it is a success.
But what counts as a success?
Take this print ad, for example: