The company is staking a claim for consumer mindspace by unveiling a multimedia campaign aimed at reinstate Bombay Dyeing as “an international-quality lifestyle brand” Having stayed away from mainline media for close to a decade now (sporadic advertising notwithstanding), premium homecare fabric-manufacturer Bombay Dyeing is staking a strong claim for consumer mindspace by unveiling a multimedia campaign aimed at reinstating Bombay Dyeing as “an international-quality, aspirational lifestyle brand”.
The campaign – created by St Luke’s India, which was appointed on the brand in August following a head-on pitch with ex-incumbent SSC&B – is scheduled break in the media in a week’s time. And in a bid to put its money where its mouth is, the company has also launched a new range of home linen designs – comprising bath towels and bed sheets – which, as per the company, meets the evolving needs and aspirations of the new-age consumer.
In addition to all this, the company has also launched a new face for the Bombay Dyeing brand – model Dipti Gujral. Maureen Wadia of Bombay Dyeing introduced Gujral at a press conference hosted in Mumbai yesterday. Gujral, who features in the soon-to-be-aired campaign, follows in the footsteps of Karan Kapoor and Lisa Ray… who, even today, are the most-recalled ‘faces’ of the Bombay Dyeing brand by virtue of having been the mainstay of Bombay Dyeing advertising through the late eighties and early nineties. Click here to read more…
