MAM
Manyavar enters South India with Ram Charan as brand’s face in OOH campaign
Mumbai: GroupM, WPP’s media investment group, has designed and implemented a monumental OOH campaign to mark the entry of leading Indian men’s wedding and occasion-wear brand Manyavar into the South Indian market. With the onset of the wedding season in South India, Manyavar has entered the regional market with the launch of ‘Vivaham’ – whose collection is tailored exclusively for the consumer, consisting of the traditional South Indian attires, Panchakacham and Veshti.
To commemorate this momentous occasion, the men’s festive-wear brand has partnered with GroupM OOH Solutions to unveil a captivating OOH campaign featuring revered global sensation Ram Charan as the brand’s face in the region. Created under the banner #TaiyaarHokarAiye, the campaign features larger-than-life cutouts of the superstar donning Manyavar’s elegant garments in 350+ installations across Andhra Pradesh and Telangana, with their dimensions reaching an unprecedented 70 feet at multiple locations. Furthermore, in locations such as Hyderabad, multiple consecutive bridge and pillar panels have been assembled and reinforced by GroupM OOH solutions for the brand, to create a steric effect for commuters.
This launch marks a significant milestone for the festive-wear brand, which has been consistently redefining men’s festive fashion in India by skilfully combining tradition and innovation. The ‘Vivaham’ collection symbolizes Manyavar’s commitment to embrace the rich and vibrant heritage of South India, in line with its ethos of inclusivity and diversity.
Vedant Fashions Pvt Ltd. chief revenue officer Vedant Modi said, “The Out of Home campaign has wonderfully captured the charisma, charm, and appeal synonymous with both, the Vivaham collection, as well as Ram Charan’s magnetic personality. It aligns perfectly with Manyavar’s vision of enhancing the modern Indian man’s traditional celebrations with an irreplicable elegance. Ram Charan was the obvious choice for this association, given his confident and compassionate persona – quintessential traits that resonate with the contemporary Indian man. We’re glad to have partnered with GroupM OOH solutions that helped us deliver this campaign successfully.”
Commenting on the launch campaign, GroupM OOH Solutions managing director Ajay Mehta said, “We are thrilled to have executed this stellar campaign for Manyavar and be a partner in its strategic expansion into the South Indian market. The larger-than-life OOH installations, inspired by the uniquely South Indian culture of celebrity exaltation, and coupled with Ram Charan’s star power, enables the brand to authentically embrace a diverse set of audiences in the region, while ensuring awareness and retention for the brand in a fresh market.”
Brands
Thermocool rolls out Navratri campaign on trains and stations
Nine day digital push blends devotion and storytelling for travellers
NEW DELHI: Thermocool Home Appliances has launched a high-visibility digital campaign during Navratri, turning railway stations and trains into storytelling spaces that blend culture with brand engagement.
The nine-day campaign spans key high-footfall locations including Katra, Anand Vihar, Gorakhpur, Prayagraj and Moradabad, along with the Vande Bharat Express on the Delhi-Katra route. Travellers encounter the campaign across station screens, concourses and onboard infotainment systems, making it hard to miss.
What sets the initiative apart is its narrative approach. Each day of Navratri is dedicated to one of the nine forms of Goddess Durga, with digital content explaining the significance and stories behind each day. The result is a campaign that does more than advertise, it informs and engages passengers in the middle of their journeys.
For director of sales and marketing Tanuj Gupta, the idea was to go beyond visibility. He noted that while Navratri is widely celebrated, awareness of its deeper meaning is often limited, and the campaign aims to bridge that gap in a simple and accessible way.
By tapping into high-traffic transit spaces, Thermocool is placing its message where audiences naturally gather, from busy platforms to train compartments. The repeated exposure across these touchpoints is designed to build familiarity while creating a more meaningful connection with consumers.
In a season marked by devotion and festivity, the campaign finds a clever middle ground. It turns everyday travel into a cultural moment, where storytelling travels alongside the passenger.
