Case Study
LYCRA® MTV style awards: effective event marketing to drive preference and sales
Challenge
Build brand preference for LYCRA® as a stylish and fashionable brand and drive sales among top tier retail fashion brands.
Approach
Developed a push and pull strategy, executed through a multi-year high impact event marketing platform – LYCRA® MTV Style Awards.
The awards program, executed across a four month campaign, awarded high profile celebrities across Bollywood, Politics, TV, Sports and other categories for their stylish and fashion appeal, based on popular votes from consumers, culminating in a made for TV show, entailing awards program, performances by international and Indian music artistes and fashion shows by India’s top designers including Suneet Varma, Aparna Chandra, Ranna Gill, Rohit Bal, Sabyasachi among many others,.
The program was supported through heavy on-air promotions on TV, LYCRA® consumer advertising on TV and outdoor billboards, print ads and on-ground multi city celebrity consumer events, amplified by high decibel PR coverage.
Collaborations with top tier fashion brands including Pepe Jeans, Reebok, Lifestyle, Wrangler and many others gave these brands to become part of the event in exchange for increased penetration of LYCRA® based collections sold at retail. This helped promote top tier fashion brand customers of LYCRA while helping drive increased sales of LYCRA® apparel among consumers.
Top Bollywood artistes including Amitabh Bachchan, Rekha, Firoz Khan, Shah Rukh Khan, Salman Khan and high profile individuals such as politician Omar Abdullah helped create immense buzz and aspirational value to LYCRA through this event platform.
Result
The marketing program helped achieve high brand awareness and recall for LYCRA® as a stylish fashionable brand as per a brand tracking survey; increased product penetration among top tier fashion brands that helped drive increased sales riding on consumer pull.
Other Projects
Anil Nim
Anil Nim
Making him a trusted advisor for businesses that are leading the way, driving change, and shaking things up. He’s spent more than a decade each in top roles at major global communication firms and leading marketing teams in-house. His career includes stints at agencies like Vaishnavi Corporate Communications, Weber Shandwick, Genesis Burson Marsteller, and Edelman. On the client side, he’s held key positions such as Head of Marketing Communications at Invista for South Asia (formerly Dupont Textiles & Interiors), Associate Director of Brand, Marketing, and Communications at EY, and National Director of Communications at a top corporate law firm in India.
Anil has worked on mandates for large organisations, like helping MTV India grow into the leading youth music channel in the country, boosting sales for the Almond Board of California, managing reputational risks for GMR during the Delhi Airport privatization, and driving consumer preference and sales for LYCRA and Teflon brands in India. His experience spans a wide range of industries and brand challenges.
When he’s not immersed in work, Anil loves to travel to different corners of the world and has explored places like Spain, Russia, Hungary, and China. At home, he’s an avid reader, enjoys soaking up the sun with a good book, and finds gardening to be a great way to unwind and connect with nature.
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