Pepe Jeans takes Onam campaign to eight Kerala cities

MUMBAI: Pepe Jeans is giving its denim a festive twist. The brand has launched a dedicated Onam campaign in Kerala, combining outdoor advertising, WhatsApp and SMS outreach, and influencer collaborations as it looks to strengthen its presence during the state’s festive shopping season.

The campaign spans eight cities, Ernakulam, Kollam, Thrissur, Kozhikode, Thiruvananthapuram, Kannur, Pathanamthitta and Kottayam with 13 outdoor advertising sites planned across the markets.

The outdoor push is being backed by direct communication with Pepe Jeans’ existing Kerala customer base through WhatsApp and SMS. The CRM activity is aimed at putting the brand’s festive offering in front of consumers and driving visits to its stores.

Pepe Jeans has also brought two Kerala-based influencers into the campaign, using regional voices to extend the communication to younger audiences across digital platforms.

Visually, the campaign places the brand’s contemporary fashion language against Kerala’s cultural backdrop, bringing together local settings and festive cues with denim-led looks, including relaxed silhouettes, shirts and everyday denim.

Rakesh Jallipally, CEO, Pepe Jeans London (India), said the campaign was designed to combine the spirit of Onam with the brand’s contemporary denim identity while creating consumer touchpoints across outdoor, CRM and influencer platforms.

The campaign will run across Kerala through the festive season, with consumers being directed towards Pepe Jeans stores to explore its latest collection.

Founded on London’s Portobello Road in 1973, Pepe Jeans London has built its fashion offering around denim, with collections spanning women’s, men’s and junior categories.