Luggage major, VIP is on a roll. It is reviving the brand communication for its various sub-brands. The recent one is for Caprese, its brand of fashionable ladies bags. Caprese has just roped in the young and vivacious Alia Bhatt as the first ever ‘Caprese Girl’ to endorse the brand.
Looking to position Caprese as an international brand, which it anyways sounds like, Alia is seen showcasing the Autumn/Winter Caprese Collection of 2014 in the new television commercial.
Alia takes the viewer on a journey through the quaint streets of Europe, while presenting a chic collection of Italian blends, artistic structures and vibrant colours in the new collection. At the end, she announces in her inimitable style, ‘I’m a Caprese girl’.
The TVC conceptualised by The Company, has been shared through the brand’s digital and social media properties too.
On the social and digital front, prior to releasing the TVC, the brand created a visual mystery around the new Caprese girl. Of course, fans were invited to guess who she was with the help of clues, before she was revealed and the TVC as well. The Caprese Facebook and Twitter pages ran a #WhosThatGirl contest with Caprese goodies to be won. One had to follow the brand’s accounts and also tag their friends to be eligible.
While the brand’s Facebook page with over 100K fans started with sharing visual clues to help its fans in the guessing game, the Caprese Twitter page shared life facts about Alia, the new Caprese Girl. Shared below is a collage of the Facebook visuals that had fans guessing everyone from Deepika Padukone to Sonam Kapoor.
— Caprese India (@CapreseGirl) November 13, 2014
— Caprese India (@CapreseGirl) November 14, 2014
— Caprese India (@CapreseGirl) November 20, 2014
Targeting the young, urban girl
Marketers are a happy lot with social media getting really popular with Indian women. Brands are tempting women by sharing visuals of their products in the most high-fashion, glossy magazine style possible. VIP’s Caprese, while doing that has also added a celebrity voice. The brand has made the right choice by roping in Alia Bhatt, since not only is she an apt personification of the brand values but also represents the social savvy young Indian woman for whom fashion choices are an individual statement.
Launching Alia as the new Caprese Girl with a series of visual and factual clues has been a fun and engaging exercise for Caprese fans. The mandatory following and tagging in the ‘WhosthatGirl’ contest has ensured the brand grows its Facebook and Twitter community with the fashion conscious women of today.
Cool campaign executed well on social media to announce a new brand ambassador and the AW’14 collection.