Brands
Traworld launches new campaign featuring Sonam Kapoor
MUMBAI: Traworld, the premium luggage brand from the house of High Spirit Commercial Ventures, has launched its ad-campaign ‘The World is Your Ramp’ featuring Sonam K Ahuja, the much adored fashion icon from the Indian film industry as the face of their brand.
The ad campaign reflects the positioning of the brand as a fashion brand rather than a plain luggage brand. The campaign is to tap the consumers who are regular travellers for many occasions and also look for fashionable luggage bags.
Traworld’s bags look and feel is more like a fashion accessory than just a bag.
Traworld is a premium and modern luggage brand for premium and fashion conscious travellers who love to use travel luggage for their varied needs. The brand offers a range of luggage bags which are stylish, classy, yet sturdy and value for money, keeping in mind the need and fashion sensibilities of its customers.
The luggage bags range from casual to business travel segments and come in different sizes as per the consumer’s requirements. The product is lightweight, shock resistant and water resistant with unique locking system to keep the luggage secured. Mobility ranges from four wheeled to eight wheeled, so that your luggage travels at your pace and is easy to carry.
The entire advertisement strategy is being conceptualised and driven by Makani Creatives, that is positioning the brand for premium customers reflecting upon their needs as per their lifestyle and choices. To its credit it has worked with various iconic brands like Pepe, Red Tape, Panasonic, Metro Shoes, Mochi Footwear, Channel, Mahindra Logistics, Lavie, Killer Jeans and several others.
The brand is focussing on print ad-campaign across national and other regional dailies spread across 10 leading cities reaching out to consumers across India. Besides very strong BTL activities have been planned with all the MBOs across India, to deliver the essence of the brand and enhance visibility. After looking at the success of the campaign, the company may also look at TV campaign in the years to come.
Traworld founder and managing director Tushar Jain says, “We are delighted to sign Sonam K Ahuja as a brand ambassador for our brand Traworld as she is the true embodiment of what the brand stands for. We see a deep connect with regards to her style and the elite urban population who can easily relate to her as their fashion icon. We couldn’t have had a better choice to represent the brand than her and Makani Creatives also delivered phenomenally well on brand positioning and marketing with their creative acumen.”
He further added that, “We have taken a woman as our brand ambassador, which is first of its kind for an Indian luggage brand to do so. The fashion goes well with women folk and this would give us edge over others in the industry.”
Sonam Kapoor Ahuja adds, “I am super excited to endorse premium luggage brand Traworld. The brand goes well with my style statements and is in tune with my choice of fashionable and stylish bags. Since I am a frequent traveller and I literally live out of my luggage, I am cautious of the brand I would carry as it’s just not a brand but something that defines my personality. I can personally relate to the brand as it strongly relates to fashion. The brand will surely win the hearts of people who are always on a lookout for trendy and stylish bags while they are travelling”,
Traworld is available in all leading retail stores across the country. It is also available in general trade through large distribution network of 3500 MBOs spread across seven States. The brand is also available on online platforms like Amazon, Flipkart, Myntra, Amazon, Snapdeal, Indiamart and Paytm Mall to name a few. With our current association we are sure we will be able to further enhance the brand visibility across India.
Traworld is a luggage brand for the premium travellers. Traworld brand has achieved sizable business and has presence across all major metros and other major cities in the country. The brand presence on the online platforms is very strong. The addressable market for Traworld luggage brand is Rs 6,000 core.
The brand is owned by High Spirit Commercial Ventures, leading luggage bags manufacturer and exporter. The company has registered revenues of Rs. 250 crore for the year ended 31 March, 2018. The company also owns leading brands like Priority, Humpty Dumpty and Hashtag to cater to multiple segments in the backpack segment.
The company has offices in 10 major cities of the country and has a distribution network of 10,000 points of sale spread across India. The company is the sole licensee of all top cartoon characters.
Brands
Creative Intelligence: Using AI to Predict Which Ads Will Actually Convert
Priyanka Aeron, Director & Co-founder of Thrive Global AI
MUMBAI: In a heavily populated digital landscape, simply being creative with your advertising will not guarantee that your ad will be successful. In fact, brands today are producing more content than ever. However, very little of that results in actual engagement or sales. However, Creative Intelligence, powered by AI, is fundamentally transforming the advertising industry.
Creative Intelligence utilizes data, machine learning, and statistical behavioral insights to analyze and predict how well a creative asset will perform prior to it being published. Therefore, marketers no longer have to rely on either their gut instincts or post-campaign analytics for making informed decisions before production. That said, AI-powered creative intelligence greatly improves results and decreases wasted dollars spent.
Moving Beyond Guesswork
In the past, making ads was a mix of gut feeling, experience, and A/B testing. These methods were useful, but reactive by nature. People have already spent their budgets by the time the results are looked at. AI models can find patterns that are linked to higher engagement and conversion rates by looking at huge datasets. These datasets can include things like past campaign performance, audience behavior, and visual elements like color, composition, and facial expressions. This helps marketers guess which ads will do well even before they go live.
Decoding What Truly Drives Conversions
AI-powered creative intelligence allows for an evaluation of advertisements that is not limited to the basic data but also explores the elements of an effective advertisement through subtle reactions; clarity and directness of the ad message and how well the ad captures audience’s attention in the first three seconds. AI can also provide insights into the successful use of advertisements directed to human faces, which connect through eye contact based on media channels, and how advertisements that utilize shorter but clear calls to action may produce more clicks from certain populations. The insights, provided through AI, provide marketers with the ability to think beyond creating more advertising material and additionally create more effective ad campaigns that actually convert.
Personalization at Scale
Consumers expect relevance more than ever. Irrelevant mass messaging is not going to work in a society inundated with information. Hyper-personalization, using AI, allows companies to create content that suits individual segments within their target markets based on their demographics, interests, and behaviors. Rather than having one single message that aims to reach everyone, brands can have many versions of their messages tailored to each segment within the market. Such flexibility is what makes campaigns successful nowadays.
Faster Iteration, Better Results
Another advantage to using AI in creative decision-making is speed. Companies must improvise because their campaign cycles are shorter than ever before, and having the ability to iterate rapidly is more important than it has ever been. There is no greater way to do this work than through AI, as new technologies give brands the ability to test multiple creative avenues and figure out which ones are working well. This reduces a lot of the testing that companies would otherwise have to do and makes the process faster.
With AI, brands can also make creative changes in real-time during a campaign, allowing the, to make vital decisions and adjust their creatives, rather than waiting out. This allows for faster adaptability, well-tested campaigns and reduced lost ad spend.
The Human-AI Collaboration
Even though AI is capable of performing certain tasks, its purpose is not to eliminate human creativity. Successful campaigns require human collaboration with computer intellect since both complement each other. While computers are capable of dealing with massive amounts of information, discovering patterns, and providing predictions, humans are the one to inject stories and emotions into campaigns.
The Future of Advertising
As the complexity of advertising becomes harder with the passage of time, Creative Intelligence will play a significant role in helping marketers formulate a strategic approach. The yardstick that will set standards for determining whether a marketing firm has fulfilled its responsibilities will be the forecasting of future outcomes, as well as personalized content and optimization of creative elements in real-time. In contrast to the existing scenario where the campaigns remain fixed, these campaigns will be capable of adjusting themselves according to the customer interacting with the brand, as well as other trends on social media channels. This will enable brands to offer customers an engaging experience that will exceed expectations. The biggest hurdle marketers will face will be finding ways to utilize these capabilities without compromising branding and enhancing the creativity of the team involved.
