To enter the South Indian market, Manyavar, the well-known festive-wear brand, has partnered with GroupM, WPP’s media investment group, to design and implement an out-of-home (OOH) campaign. Manyavar has launched its new collection, ‘ Vivaham,’ consisting of traditional South Indian attires like Panchakacham and Veshti.
To promote this collection, Manyavar has roped in superstar Ram Charan as the face of the brand in the region. The hashtag #TaiyaarHokarAiye campaign features cutouts of the actor wearing Manyavar’s garments in over 350 installations across Andhra Pradesh and Telangana, just in time for the wedding season.
This collaboration is a significant milestone for Manyavar as it showcases the brand’s commitment to embrace the vibrant heritage of South India. Vedant Modi, chief revenue officer of Vedant Fashions, expressed his satisfaction with the OOH campaign, stating that it effectively captured the charisma, charm, and appeal of both the Vivaham collection and Ram Charan’s magnetic personality.
Ajay Mehta, managing director of GroupM OOH Solutions, expressed his excitement about executing this stellar campaign for Manyavar and being a part of the brand’s strategic expansion into the South Indian market.
