Breathe Easy is a new summer collection of men’s shirt brand CottonKing which is being launched along with a campaign.
Its an 100% cotton shirt that absorbs heat and is super breathable. ADbhoot is the brand’s on-board agency which has created the brand campaign of Breathe Easy along with Digital, TVCs, Digital, Outdoor, and in-store installations.
Cottonking is also one of the most visible brands in terms of its Marketing Campaigns in Print, Radio or TV with its 3 pillars being 100% Cotton, Maximum Variety in Cotton and Value for Money for its customers.
Founder and Creative Director of ADbhoot, Vaibhav Pandit, a writer, and director of films says, “First, we have visited the factory of the brand at Baramati in Maharashtra. We learned about the material, weaving pattern, and making of the fabric there. It was an eye-opening process that led us to the concept of the campaign. A simple visualization that shares the quality of fabric with the audience is what we have created. The 10 Seconder commercials where the shirts breathe, especially got an amazing response from TV as well as digital.”
Monika Dharankar, ADbhoot’s Project head says, “We have produced two versions of ad films, 25 sec. and 10 sec. It has helped the brand to increase its media presence on television. Neat and simple digital and outdoor creatives communicate the brand promise in a quite simple manner.”
Vaibhav Pandit adds, “We have got this opportunity to showcase the craftsmanship of the brand and we truly appreciate the CottonKing team for allowing us to experiment with the visuals.”
Director of CottonKing, Koushik Marathe, says, “We are happy to engineer such a product for our customers. The launch of the product has been postponed for a couple of years to get the perfect fabric and shirt-making process. For understanding the engineering behind the making of shirts, the micro-observation, and for finally converting it into the right communication, we appreciate ADbhoot. In doubling visibility of the campaign, even shorter duration TVCs helped us.”
Follow & connect with us on Facebook, LinkedIn & Twitter.
