MAM
Inmark launches apparel retail chain, unveils logo
BANGALORE: Apparel manufacturer Inmark Retail (Inmark) launched in Bangalore the first of the 10 chain of retail stores that it plans to open in South India by the end of this fiscal. Also, the manufacturer had Captain Gopinath of the first Indian budget airline Deccan Aviation fame unveil the logo.
“With the launch of our retail outlets, top quality garments will be provided directly from our state of the art manufacturing units to our customers, as a part of our initiative aimed at doing away with middlemen and hence providing top quality apparel at reasonable prices,” said Inmark chairman and managing director Naseer Ahmed
Inmark will be working out its mass media communication plans and will be rolling them out once more outlets have opened. “We have earmarked Rs 500 million towards the new stores this year and our media spends will be adequate so that we can maintain our value pricing,” said Ahmed to www.indiantelevision.com.
“At present, we are using radio and print – Radio One in the case of Bangalore to promote our contest – since we have opened on 21 October; we will be giving away one Tata Nano filled with value fashion daily over the next 21 days,” added Ahmed.
Initially Inmark plans to open outlets in the four southern states during 2012, post which, it plans to launch in other metro cities such as Mumbai, Pun and Kolkata.
White Canvas handles the creative duties while media buying is done directly by Inmark.
MAM
Kelvinator launches ‘Summer Paused’ AC activation in Mumbai
Three day Carter Road stunt targets Gen Z with interactive cooling experience
MUMBAI: Mumbai’s heatwave met its match and briefly, even time seemed to freeze. Kelvinator has rolled out an on-ground activation titled ‘Summer Paused’ at Carter Road Promenade, turning a busy seaside stretch into a surreal, snow-dusted spectacle to spotlight its heavy-duty air conditioners. At the heart of the installation is a live performer suspended mid-motion, staged as a “frozen” figure amid artificial snow and icy backdrops. The visual contrast chilled theatrics against Mumbai’s peak summer does the heavy lifting, translating a product promise into something passers-by can literally see and feel.
The objective is clear: cut through seasonal advertising clutter and make cooling tangible. Rather than leaning on traditional messaging, the brand is betting on experiential storytelling to drive recall and social media traction.
The three-day activation is designed to be more than a static display. Interactive formats such as ‘Break the Freeze’, ‘Brain Freeze’, and ‘The Staredown’ invite visitors to engage directly, nudging them from spectators to participants. An Instagram-led mechanic further amplifies the effort, encouraging user-generated content and extending the campaign’s reach beyond its physical footprint.
The choice of location and format signals a sharp focus on younger, digital-first audiences Gen Z and millennials who frequent high-footfall urban hotspots and are more likely to share immersive experiences online.
Behind the theatrics sits a broader product push. Kelvinator’s latest AC range is positioned around smart technology, energy efficiency, and durability, tailored to increasingly unpredictable and intense Indian summers. But instead of listing features, the campaign opts to dramatise the outcome: cooling so effective, it can “pause” summer itself.
In a category where every brand promises relief, Kelvinator is trying to make that promise visible, one frozen moment at a time.
