The ad is set in what looks like a house party. The protagonists attending the party are conversing over text, looking to get away from the crowd. The man suggests his place. The woman prefers shopping. They meet at a balcony where the man tries his luck again, cockily suggesting they go to a ‘trial room’. The woman busts his aspirations, showing him abof’s 3D trial room on her phone.
Aditya Birla Group’s online fashion venture abof.com has launched a TV commercial, which at least has something new to its credit: its proposition. Unlike other players, this commercial doesn’t talk of faster returns, easy delivery, CoD and other such basket offerings, which the consumer is practically treating like a blind spot these days.
Mind you, offering 3D trial is not something new; brands across categories have been doing it for a while. However, abof seems to be the first in communicating this to the mass audience via a TVC, in what is a clear attempt to occupy a niche. Two more commercials are in the pipeline for the brand, which could likely touch upon hygiene e-commerce offerings, like the ‘blind spot’ variety we mentioned above. Interesting, though, that abof opened its advertising innings this year with the 3D trial ad.
The overall campaign has been crafted to reach the 18 to 25 year-old ‘fashionista’, which clearly comes through with the whole party and smartphones setting. Ashim Chatterjee, chief marketing officer, abof.com, says, “The fast paced lifestyles of the current youth and their constant demand for service-on-the-go have inspired the films. All three TVCs capture the spontaneity of today’s generation.”
The online fashion space is packed with players trying to out-message each other while trying to further build individual brand identities. The portals that take the fashion peg to more than an aggregator one include Koovs, Jabong, Limeroad, Voonik, Yepme etc. All of these brands have been fairly loud with their messaging or idea. abof, through its launch campaign last year, had positioned itself as a fashion destination.
This has been followed up by a feature-led campaign that seems too subtle an attempt in comparison to what its peers have been putting out recently.
The campaign is supplemented by OOH in select cities like Indore, Bhubaneshwar, Lucknow, Chandigarh, Patna and Jaipur. abof has also tied up with MTV’s India’s Next Top Model: Season 2 that is due to be aired next month.
A late entry in a market, especially when you are a brand that needs to catch-up, ideally is expected to communicate the brand message in the most clutter-breaking way possible. The features being announced are sound in principle. Perhaps they could have been announced in a more aggressive fashion that guarantees a conversation starter, if not more? Here’s hoping for a feistier tone from the brand in its soon-to-be-launched ads.