Brand Factory does a ‘dhoka’ with #KTPD campaign

01 Feb,2018

By A Correspondent

 

We’ve seen it being used in Bollywood, so it’s assumed that it will be cool in advertising too. Assuming that its target audience will be tickled by the campaign, Brand Factory and its agency IdeateLabs launched what it says is a  quirky campaign titled ‘Khade Thand Par Dhoka’ (#KTPD). This is what a communique says: “This campaign was inspired by KLPD – a popular slang that never fails to grab attention. While KLPD meant things going wrong in general, KTPD stood for things that go wrong in winters.” Well, KLPD may mean things getting messed up, but the ‘L’ in the abbreviation refers to a male body part and is definitely not in good taste.

 

A communique says that through Facebook and Instagram, the message has reached over 10 million people, even as two lakh users engaged with it, but we aren’t certain whether this was achieved via paid campaigns.

 

Said Roch D’Souza, Marketing Head, Brand Factory: “Although we are known for great range of apparel at smart prices, we are not known for the winter collection category. Winter was a great opportunity to tell our customers just this through the campaign. And, what better than to have a category at its peak time on great discount! Results: a phenomenal success.”

 

Added Ashish Rana, Business Head, Ideate Labs: “All fashion brands advertise for their winter collection and some players have large winter sales that are already extremely popular. Our task was to not only bring Brand Factory into the consideration set, but lead them to the stores. We created a campaign that truly cut ice with our audience, generated a whole lot of conversations, and better – led to an increase in footfalls!”

 

 

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