ABOUT THE BRAND
Established in Ahmedabad in 1995 by two brothers, Jade Blue has steadily expanded its presence in the menswear segment over the years. From its beginnings in Gujarat, the brand has grown into one of the recognised names in men's fashion, with 29 stores and a customer base spread across different markets.
Its portfolio spans multiple categories, including casual wear, formal wear and ethnic wear. As the brand continued strengthening its position in the premium segment, promoting its ethnic wear collection became an important communication priority.
TARGET AUDIENCE
The campaign was designed with Jodhpur's premium audience in mind.
Since the communication centred around ethnic wear, the activity focused on consumers looking for premium clothing options. Particular emphasis was placed on reaching affluent and exclusive audience segments within the city.
Besides creating awareness, the campaign also aimed to strengthen familiarity with Jade Blue among consumers who value premium fashion and lifestyle offerings.
CAMPAIGN GOALS
The campaign was built around a few clear priorities like:
- Increasing awareness and promoting the ethnic wear collection.
- Maintaining visibility among premium consumers and reinforcing presence within this segment.
Since the category caters to discerning buyers, remaining relevant to the intended audience was considered just as important as achieving visibility.
CHALLENGE
Fashion brands compete for attention across numerous channels, making it increasingly difficult to maintain visibility over a sustained period.
For Jade Blue, the task extended beyond simply showcasing products. The campaign needed to reach the right audience while ensuring that the brand remained consistently visible throughout the activity period.
At the same time, the communication had to:
- Promote the ethnic wear category.
- Reach premium consumers in Jodhpur.
- Maintain visibility throughout the campaign period.
- Strengthen awareness for the brand.
The challenge, therefore, was not about generating a single moment of exposure. It was about creating a sustained presence among the audience the brand intended to reach.
SOLUTION
Excellent Publicity executed the outdoor campaign across Jodhpur.
Beginning in October 2022, the campaign ran for a period of three months. To maximise visibility among the intended audience, hoarding advertisements were strategically placed across high-traffic areas of the city.
The execution focused on:
- Outdoor visibility.
- Strategic hoarding placements.
- Premium audience targeting.
- City-wide presence.
- Awareness generation.
By utilising outdoor media across important locations, the campaign ensured that Jade Blue maintained a steady presence while supporting communication around its ethnic wear collection.
RESULTS
The campaign helped strengthen awareness for Jade Blue among its target audience in Jodhpur.
Its outdoor presence enabled the brand to remain visible across the city throughout the campaign period while reinforcing familiarity with the ethnic wear category.
In addition to supporting visibility, the activity also contributed towards sales and further strengthened Jade Blue's presence among premium consumers.
More importantly, the campaign demonstrated how outdoor media can help fashion brands maintain visibility among audiences that interact with the city environment on a daily basis.
CONCLUSION
The Jade Blue campaign demonstrated how outdoor advertising can support awareness among premium audiences.
Through strategically placed hoardings across Jodhpur, the brand was able to maintain visibility over an extended period while promoting its ethnic wear collection.
The initiative also highlighted the importance of sustained visibility in competitive fashion categories. Consumers often encounter numerous brands before making a purchase decision, making familiarity and recall just as important as exposure.
By maintaining a consistent presence across high-traffic locations, Jade Blue was able to strengthen familiarity with the brand and reinforce its position among the audience it intended to reach.
