1.

Rang jama de campaign

Manyavar, the popular Kolkata based men's ethnic wear brand, rolled out a pan-India
campaign to build its brand presence during the peak wedding season. The brand
opted for multiple out-of-home formats ranging from billboards, gantries, unipoles,
skywalks, metro pillars, bus shelters, mobile rotator, FOB and even inflight seats.

Leading OOH firm MOMS executed the OOH campaign in 26 cities. The specialist
agency was involved at every stage of the campaign from ideation and planning to
buying and on ground execution.
In Kolkata, to attract the attention of the TG, the'Rang Jama De' tag line was
highlighted with four colour blinking LED. The entire creative of the campaign
portrayed colourfully the range of Manyavar offerings.

The OOH agency pointed out that as the campaign in multiple cities was executed at
one go, there were huge logistical challenges in terms of adaption of art work for
different media across the cities, and printing and installing them in time.
The ad featured a Christian weeding but with a twist when the groom and his squad
enters in traditional red sherwanis and sarees suprising the bride. It is all packed with
Punjabi tadka music in the bg celebrating the intercast marriage and celebrating each
others cultures.

2. Jab hi koi Khushi ki bat ho

Holi ya Diwali, Roka ya Rakhshabandhan, Jab bhi koi khushi ki baat
ho. #CelebrationWear by Manyavar.
The ads touched upon an emotional aspect with family bonding which people crave
for ,while at the same time the brand painted an image that celebrations =Manyavar.
This led to the brand building a differentiated presence, where with competition like
Raymond offering suiting and shirts Manyavar encouraged Indians to wear their own
tradition. And this message was a constant through out it’s campaigns.

3. Everyone is invited:
With this quirky, relatable and fun captions on social media the company broke the
mindset that the brand only valued the groom, it instead encouraged all guests to opt
for the brand. But what was fascinating was the way the communication was framed.
It always kept the touch of the Indian traditions in it making it an integrated message
building trust among it’s tg.

4. Pheno appni pehchan: Diwali me kurta nahi phena toh kaisi Diwali.
The camaping started of with a simple ad of virat kolhi. Where the meesgae was clear
that virat a stylish ideal for the youth won’t celebrate Diwali without o kurta. But
latter the ad was taken over by Ranveer singh. The actor is an energetic icon but is
well known for his different fashion sense. And this is used beautifully to capture the
audience, the start has people mocking his statement clothing but then it goes of to
ranveer being all dressed in elegant Manyavar pieces that continue to set him apart
 and make him shine in a room full of people. Intrestingly the living super star
Amitabh bachan becomes a part of this campaign. His ad is relatively simpler with no
extra bg or set up, but the play is with the words and his iconic delivery. While the
message is clearly the same the style of conveying it has seen to evolve creatively
over time, going from a simple point to point message to taking a more quirky turn
and adding the element of class and impact through a spectacular use of voice
delivery.

5. kuch nahi ( wear kurta on Sunday) appno ke sath kuch na krna bhi bhot kuch hota hai:
while the brand was seen as a one stop store for traditional, the problem was to change the
mindset that kurta is wore only during an occasion. This ad featuring virat aimed at
changing this perspective and normalizing wearing kurta even on regular days like a
Sunday. This was done through targeting the emotional aspect and saying that even just
chilling with family is special because it is actually rare today, and special=kurta or
Manyavar. Hence it is seen that the brand constantly paved it’s on way and created a
market segment.

6. naye rishte naye vaade(manyavar and mohey)

this ad was collaboration between mohey and Manyavar and happened to be one of the most
iconic one. A couple of months ago, a men's ethnic wear brand brought two of the biggest
stars, Anushka Sharma and Virat Kohli together for their latest advertisement. In the ad, the
two stars who are currently dating are at a wedding and imagining what the bride and
groom must be promising each other, except that they are rallying the vows they
wish to keep themselves. Serving up what the Indian fans would lap up in an
instant, this Manyavar Mohey ad is nothing short of genius.

Now that there are rumours of the couple heading to Italy for their own Tuscan
wedding, one can't help but wonder if "super-brand" Virushka would yet again
alter the constantly changing landscape of advertising.

The Manyavar Mohey ad, like a lot others, is a reflection of the machinations of
the ad world that is mostly driven by consumer behaviour. As of now what the
consumer wants is Virat Kohli and Anushka Sharma. That the stars' professional
trajectories are in tandem can be best described as a great coincidence. That the
stars represent a modern, young and feisty India can be best explained by their
individual personalities and their professional acumen. Ad-men believe that is
exactly what makes the couple a favourite in the ad world.

Vijay Subramaniam of KWAN that specialises in talent management says, "Virat

Kohli is a unique case. He has a plethora of attributes. He is young, aggressive,
modern, successful and likeable and people love him because of how he conducts
himself in general. Young people love him because he represents the younger India
- driven, cool and successful. The older generation loves him because of his
credibility and his steady performances. He cuts through every generation that
way!"

Similarly, Anushka Sharma represents the young and fierce India, says Ashish
Patil, Vice President of Talent and Partnerships at Yash Raj Films (YRF), who has
been handling the actresses' dealings since her early days in the industry. "She
represents the fierce, independent woman who has a smart head on her shoulders.
She is one of the youngest producers in the country. She is smart, young, sensible,
plugged in, rooted and very desi. Her overall image is uber positive," Patil says.

Together, Virat Kohli and Anushka Sharma are a force to reckon with. "They are
not only two big brands coming together. Their presence creates a story, something
more than just face value. It also has a lot to do with the fact that they are dating,
so people naturally don't only see an ad, they see more than that," says Manish
Porwal of Alchemist.

7. Association with ipl teams :

Vedant Modi – The chief marketing officer, Vedant Fashions Ltd.
said, “Manyavar as a brand embraces celebration and
togetherness and cricket is the biggest celebration in the
country which brings people of every age group together.
Therefore, our association with cricket is a natural extension.”
Modi also mentioned the company’s longstanding partnership
with IPL has resulted in a good recall for brand Manyavar.
“The association with the ICC T20 World Cup 2021 will help us
further cement the brand in the hearts and minds of our
consumers,” he added.
8. Happy mother’s day papa
9. Naye rishte naye wade on year later :
The ad has been directed by Dhadak director Shashank Khaitan and was
shared on social media by his mentor Karan Johar as well. “Lovely ad
Shashank! And Virat is such a good actor!!!! Anushka and him sparkle in
the ad!,” he wrote. Anushka also shared it on Twitter, “Celebrating love
everyday #SaathSaathHamesha.”
It seems what happens is what you have already read in the clichéd
husband-wife jokes your uncle insists on sending to the family
WhatsApp group. But the fact that the virushka fan base is massive it
leaves the audience with a smiling face . the meassage is relatable to the
young couples while it compliments the new , asymmetric cuts and
trends that the brand wishes to introduce.
11. Groom squad: yaron ki shaddi me yaron ki
pehchan

The GroomSquad trend, the company said, is picking up as it helps

create good photos and shows who all are the closest to the groom,
making them look like a squad.

“The concept is the hero in this film. Weddings are full of picture-
perfect moments, and even more so if it's a close friend's wedding.
The idea of the groom's close friends coordinating their outfits is
interesting because it helps people know who all are really close to
the groom. And of course, it makes for some really fun memories and
some real selfie-worthy frames. Kartik has just the right personality to
pull GroomSquad persona on-screen,“ said Avijit Dhar, AVP-
marketing, Manyavar.
Besides, digital and social media platforms, the campaign will be played
across cinema screens across India.
“Yaar ki shaadi calls for yaari and masti (the marriage of a close friend calls
for celebration of friendship and fun) - we married both with synchronized
dressing and a song. The GroomSquad lead by Kartik Aryaan topped it off
with their dulhe ke yaar (friends of groom) attitude," said Shreyansh Baid,
creative director at advertising agency SIPL.
12. Shaddi hai taiyar hoke aiyen: Manyavar has
rolled out a campaign titled ‘taiyaar hokar aaiye‘ (get
ready) featuring actor Ranveer Singh to reinforce the
idea of not being ‘wedding ready’ unless the guests
are dressed in Indian wear.

Conceptualised by Shreyansh Innovations, Singh plays the role of a wedding photographer,

dressed in his finest. As he is taking a group photograph of the wedding family, Singh singles
out a suit-clad man. Singh tells him to move to the left side again and again. The man ends up
out of the frame as Singh feels that he is ruining the perfect wedding photo. The film ends
with Singh telling the man and the audience that ‘shaadi hai…taiyaar hokar aaiye’ (it’s a
wedding, one should be ready for it). The film aims to instil the idea of wearing and being
proud of Indian wear during traditional functions.

Vedant Modi, chief marketing officer, Vedant Fashions, said, “Manyavar has always been an
integral part of the larger-than-life wedding celebrations in India. As a brand, weddings are at
the heart of Manyavar and we believe that Indian wear connects you to the soul over any
other kind of westernised dressing. It is an absolute mood lifter that brightens up every
occasion. I believe you are not fully dressed up for an Indian wedding unless you are dressed
in Indian wear. In line with this thought, this year we are launching a new series of films in
our ‘taiyaar hokar aaiye’ campaign with none other than Ranveer Singh. He has truly
imbibed the essence of the campaign with his witty persona in the films, as you can see. We
are confident that our audience will resonate with his energy and connect to the campaign’s
messaging Taiyaar Hokar Aaiye.”

Shreyansh Baid, founder, director, Shreyansh Baid, said, "We were given the task of
reinforcing the message of 'Taiyaar hokar aaiye' in a more light-hearted and quirky way.
And that's when we took the opportunity to present Ranveer in a whole new avatar, as a
spunky photographer to convey the message to our audience.”
13. Shaddi grand hogi
As wedding celebrations continue to take place in limited numbers this
year, Manyavar and Mohey recently rolled out a new campaign
#ApnoWaaliShaadi showcasing how the real emotions and happiness
of families and individuals shine out more when weddings happen in
the presence of a selected number of people. The campaign highlights
these moments through storytelling accompanied by vocals and music
that will strike a chord with the viewers. On the same, exchange4media
caught up with Shreyansh Baid, Founder, Shreyansh Innovations - the
agency behind the Manyavar ad on the recent campaign, how the
campaign briefs from clients have changed post Covid, the impact of
IPL suspension on the industry, and more.
The wedding industry is one of the most severely affected industries in
these times. Weddings were being called off or the sizes of the weddings
were reduced. So, to face these challenges, firstly, we decided to go
completely digital. Secondly, our communication was sharply targeted to
the prospective grooms and their immediate families. And thirdly, with
the dampened atmosphere all around, people started feeling that the
wedding celebrations would no longer be grand, would have to be
compromised.
Here we wanted to bring a drift in the thought with “Shaadi grand hogi” and
“apno wali shaadi” where we reflected that it is the close relations who
actually matter and make a wedding complete; it’s intimate weddings that
help you shed all sorts of inhibitions, pretence, and superficiality.
What will be the flavour of the campaigns that consumers can expect
from Manyavar now and how have campaign briefs from clients
changed post Covid?
So Manyavar has always been the forerunner in creating progressive
conversations around weddings. In terms of how things can improve, about
newer ideologies. We intend on continuing so. The latest campaign “apno
wali shaadi” emphasised the fact that it’s the close ones that truly matter
unlike the presence of thousands of guests we are normally used to. The real
joy comes from the closest ones and they make the wedding more
memorable.
The brief from the client has changed in the sense that we want to shift
from long-format films to smaller films to be used digitally. Also, Since
the number of guests at the wedding was constrained, we stuck to
focusing on the groom and his family for the purchase behaviour.
Breaks steryotypes(nanad Bhabhi, father in law and bride dance, mother in law and
groom)
(haldi, engagement, sangeet,barat

14.Naye rishte naye wade (kartik Aryan)

Through this new film, our aim is to send across the message of embracing new relationships.
With Kartik Aaryan, we are confident that he will have an impeccable connect with our
audiences.” he added.

The film sheds light on a message that only ‘dressing up for a wedding is not enough and it is
equally important to be mentally prepared to spend the rest of your life with your partner. In
the film, Kartik Aaryan is not only seen wearing styles from Manyavar’s wedding collection,
but also seen helping and making his bride feel comfortable with various nuptials like holding
her lehenga while she enters the house or removing her heels when she is tired of dancing in
it. With a new approach, the film aims to send across a message that new relations can be
positively built by efforts and togetherness.

15.Man of her dreams:

What women want

Makes a man desirable

Socially appealing
Men do not really go shopping alone

16. Ramcharan and taiyar hoke ana

nyavar celebrates the appointment with the new campaign #TaiyaarHokarAiye markin ..

Read more at:

https://brandequity.economictimes.indiatimes.com/news/advertising/manyavar-reveals-ram-charans-real-hero-in-
new-ad/104528724

17. Shobhita and Ramcharan vivaham campaign

https://english.jagran.com/entertainment/ram-charan-sobhita-dhulipala-new-ad-leaves-fans-in-awe-watch-viral-
video-10122296

1. Cross sell and up sell – mba from life for ravi modi
2. Dispute between ravi modi and father
3. Started Vedant fashion
4. Big brands between western culture, gap in the ethnic brand
5. Changed the name to Manyavar
6. Started targeting large format stores like pantaloons at lower margin but in cash
7. Sold remaining to other retailers at heavy margin because it was a monopoly then
8. Lfs do not share customer insights
9. Opened it’s own store in bhubhneshwar
10. Franchise owned company operated
11. Changed to franchise owned franchise operated (designs, marketing, delivery of clothes to suppliers
was centralized)
12. Shadi is the biggest celebration of indai average 1 core shadi every year with average 10 lack spending
per weeding.
13. Shadi matlab Manyavar
14. Started branding to people with sufficient money – these are the people who visit multiplex , so came up
with film ads. The ads come when a person is sitting with a 500 rupees popcorn tub and it’s 2 mins
before the movie , there is no time to leave the theatre so there comes an emotional connection and
celebrity endorsements.
15. Started sponsoring 3 ipl teams
16. 2017 master stroke signing virat as he became the captain that year
17. Changed the perception to celebration =Manyavar
18. Signed virat and Anushka when they had dating and marriage rumors
19. Launched mohey, Manyavar ranges from 25-20 thousand not to target upper middle class came twamev
and manthan for low income
20. Youth with ranveer and kartik, shadi with virat and Anushka
21. Reinvestment in business
22. They put 7.6percent of revenue in Marketing
23. Profit multiple on marketing is 6.6 percent, every one rupee on marketing increases profit by 6.6 rupees.
24. Roi every year is 75 percent
25. Manufacturing is outsorced
26. Unsold product is 3 percent
27. Use of data analytics – consumer behaviour
Each location prefers which color, which design, which price range , Diwali, eid, summer , winters in
every location
No end of season sale
28. Choose a field with low competition and emerging trend
29. Focus on Indian values and traditions rather than product quality or prices