Aiming for yet another breakthrough year, OCM India Limited, a leading men's apparel fabric retailer, is initiating a path-breaking TV campaign this season named "FACE LIFE" which will establish this reinvigorated brand as one which is preferred, tested and trusted. OCM also announces its long term collaboration with Taproot India, India's premier creative communications agency and engagement of filmmaker Shoojit Sircar to conceptualize & direct OCM's impending television commercial.
OCM also launched its winter fabric collection which would be a refined expression of modern and contemporary styles in harmony with the global fashion mood. Known for superior quality, touch and fashion, OCM is passionate about styles and designs and it reflects in this collection too.
Speaking on the new development, Nitin Jain, Chief Marketing & Sales Officer, OCM India Limited said, "Our association with Aggi of Taproot, one of the best creative minds of India and Shoojit, an ace director and producer makes me proud. We have worked hard for nearly two years to get to this point through detailed qualitative and quantitative conversations. The strong foundation for our brand is laid. Its growth as a preferred power brand is inevitable. Focus of our new collection is moments of transition that define growing up of today's youth, rural and urban with the unquestionable desire to make their mark of success may it be corporate life or entrepreneurial adventure."
Leaving no stone unturned to ensure a modish yet elegant appeal to the commercial, OCM has also taken onboard the support of Sakshi Jain, owner of an popular online suiting business endeavour named 'Hangrr' as the designer and stylist for the winter campaign. She would be fundamental in driving out oomph and élan to the entire progression and has also designed and conceptualized OCM's never seen before style book called 'Ideas'.
Commenting on the partnership, Agnello Dias, Chief Creative Officer, Taproot India said "It is always a fascinating journey to carve out a brand space for brand. And when it comes to suits in an Indian context, we're not talking about merely an item of clothing but something that means much more socially and emotionally. That transformational moment when one single decision could possibly change one's next step was identified in the brief as the hotspot for the brand."
The awaited television commercial has been directed by Shoojit Sircar of Rising Sun Films, who recently won accolades for his well-acclaimed movie 'Vicky-Donor'. Elaborating on the artistic quotient, he said, "There are many layers of ambition in this country and it was interesting for me to plot some of them in this commercial. For a suiting brand to own a "coming of age" space is not new but I felt this was a story that could be told well, cinematically speaking, provided the nuances were handled with care. That is what drew me to it and that is what I've tried to do."
Throwing light on the idea behind new campaign, Hamsini Shivakumar, Owner, Leapfrog Strategy Consulting which is OCM's brand consultancy firm, said "OCM is an old brand which needs to connect with the youth segment in its smaller town markets to recharge its growth. The young singles segment who are in their early work life were identified as the key demographic to target. And a white space in terms of benefit area was identified through qualitative research. This was expressed as Successful Transitions, those career and life turning point moments, where the right Suit can play a significant role as an enabler. In terms of brand personality, it was decided to make it more real yet aspirational rather than idealized to stand in contrast to the other big brands in the category."
Source:
http://www.fibre2fashion.com/news/apparel-news/newsdetails.aspx?news_id=117199
