VML India wins StreetWear’s digital mandate

20 Mar,2015

By A Correspondent


VML India has been awarded the Digital AoR responsibilities by StreetWear India, after a multi-agency pitch in December.


StreetWear is a cosmetics brand in India since 2004. In October 2014, the brand re-launched itself with new packaging, reinvented formulation and a new brand story. In 2015, StreetWear aspires to become India’s most stylish cosmetic brand for millennials. To do this, the brand needs to appeal to the TG in ways beyond a favorable price point.


This is the digital mandate which VML India is expected to fulfil, using digital to create a strong emotional connect with the audience translating into increased usage and consumption.


StreetWear Color Rich by Revlon leads its communications with a philosophy #whynot. It strives to inspire young women to experiment with color to express themselves. It re0-launched the brand with a #whynot blog, where 4 StreetWear brand ambassadors share their #whynot stories. Supported by branded content across social channels and in-campus activations, StreetWear spread the #whynot message with color. In a latest extension of this campaign, it is on a journey with fashion blogger Rhea Gupte as she explores street fashion across India.


A Revlon Spokesperson said, “StreetWear as a brand is aimed primarily at the 18-25 year old woman in India. Digital therefore becomes our lead channel to build relevance and affinity with this audience. We have worked with VML for Revlon and are confident they will turn around digital for StreetWear as they did for Revlon.”


Tripti Lochan

Tripti Lochan, CEO VML said “We have had an exciting and fulfilling journey with Revlon since 2012 and are extremely happy to be able to extend that relationship to include the StreetWear brand. StreetWear is a fresh, dynamic brand in the cosmetic space and we are keen to partner with them on this digital foray.”


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