NUON, a clothing and accessories brand, exclusive to Westside tapped the significance of cultural relevance amongts fashion enthusiasts and launched an influencer-integrated local campaign for the Bangalore market.
The case study further delves into the creative concept and execution of the campaign by Westside, along with more details and results garnered.
Brand Introduction
Westside is a retail chain that hosts 28 in-house brands of fashion, style, and beauty at 190+ stores, and has been operating for over 22 years. NUON is an in-house fashion brand exclusive to Westside.
Summary
NUON aims to support individuality and the freedom to express one’s true self through fashion. The NUON x BLR collaboration initiated a conversation with young artists who resonate with the brand and are known for creating love with art.
Objective
This collaboration was a way for the brand to be relevant to its young consumers, build a relationship with a city, its identity, with people who identify with it, and understand what makes that city amazing.
Westside wanted to create a property that depicts NUON as a brand via a lifestyle. To create a branded property, by collaboration with people from a city. Showcase talent and create an aspirational youth brand.
With Bangalore’s multi-cultural identity, and its ability to strike a fine balance between its rich history, nature, heritage, and tech-forward modernization, Bengaluru presented a fantastic ethos for individuals who are excited by the road less taken. These artists exemplify new Bengaluru, and how the city’s culture and dynamism resonate with the city’s new generation. NUON celebrated this new Bengaluru, and the freedom to authentically live out our true selves.
Creative Idea
To create a way for the brand to be relevant to its young consumers, build a relationship with a city, its identity, with people who identify with it, and to understand what makes that city truly amazing!
Execution
As part of the collaboration, NUON by Westside produced videos to capture Bengaluru’s 5 most popular spaces, seen through the eyes of these artists and the relationship they have with these spaces. The brand popularized the campaign by rolling out a press release as well as video posts on their social media handles.
Results
Reach: 140.4K+
Impressions: 151.9K+
Engagement: 14.7K+
CMO Quotes
“Fashion is a reflection of the times. We’ve been through waves of uncertainty. We celebrate and encourage what we call warriors of passion and are so excited to share their joy", Umashan Naidoo, Head – Customer, Westside.
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