BWI: Communifix Launches Tween MonteCarlo Creative Campaign for its Summer Apparel “Tween MonteCarlo” (TMC)

Press release from Business Wire India
Source: Communifix Inc.
Monday, June 03, 2013 11:31 AM IST (06:01 AM GMT)
Editors: General: Consumer interest, Entertainment, Fashion, Lifestyle, People; Business: Advertising, PR & marketing, Business services, Clothing & accessories, Media & entertainment, Retailers
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Communifix Launches Tween MonteCarlo Creative Campaign for its Summer Apparel "Tween MonteCarlo" (TMC)


New Delhi, Delhi, India, Monday, June 03, 2013 -- (Business Wire India) -- -- Communifix - a creative hotshop & ideas lab

-- Developed an advertising campaign that takes the TMC brand philosophy

-- 'Come Outdoors' forward, inspires kids

--'Come Outdoors' forward, inspires kids

The 8 - 12 year old boys and girls of today are a generation that has not seen anything of the last century. So, its very unlikely for these kids to recongnise the 5pm itch and the joy of breaking into outdoors to play a game of football, cricket, hide & seek (chupan chupai) or even the simple indulgence of climbing & plucking apples from a neighbor's tree.

This generation seems to be hiding indoors with Internet surfing, watching television, mobile phones, gaming consoles and glitzy malls taking most of their time. These social changes are driving kids to a sedentary lifestyle which results in a large population of kids turning obese. Three out of 10 kids studying in private schools in Delhi are obese, according to the 2011 survey by the Diabetes Foundation of India. Researches across the globe show that encouraging children to step out doors and mingle with their peers not only gives them much required physical workout but also helps their mental growth, preparing them for a lifetime of healthier interactions in all aspects of their lives.

Based on the theme 'Come Out-door', the campaign showcases how exciting & colorful clothing can inspire kids to come out-doors and relish simple thrills of outdoor activities & fun with friends.

The marketing activities for this campaign include: large-scale television commercial, print ads, billboards, digital campaign and activation at the MonteCarlo distribution channel.

As you know big things come in small packages the Tween MonteCarlo Summer apparel 2013 Ad Campaign has proved this to be true. The 'Tween MonteCarlo' Kids were full of energy, smiles and laughs in their summer ad campaign. The clothes are vibrant, stylish, and fun and showcased the vibrant younger generation of India.

The Video shoot for the Tween MonteCarlo summer apparel ad campaign took place on the beautiful location at the outskirts of Mumbai. Dreamy sense of outdoor fun as well as the great sunny shoot days all contributed to wonderful results - spectacular screen shot that present the new collection through a magical journey of experiences throughout (location).

Conceptualized by Communifix Inc. the television commercial captures how exciting apparel triggers a bunch of tween age friends to gang up & chase to capture a falling kite. The run ignites the full masti & fun mood as they pass by many of their friends also living it up and engaging in thrilling outdoor activities. While the kite unfortunately falls into the sea, the kids still cease the moment and are elated to jump into the water, coz for them the joy of outdoors is not a destination, but the journey. The lyrics "A little run run we do, in the sun sun we do, a little fun fun we do, in the sun sun we do,....move a little, shake a little, jump a little, go, go, go.... Akkalakam bakkalakam, akal bakal re....., Tweens Monte Carlo, clothes specially designed for the wonder years", signing off by asking all kids to "Discover the joy of out-doors".

Sharique Khan, Creative Head & Ideas Partner at Communifix, explains, "This campaign takes the Come Out-doors idea forward. The television commercial captures the essence of the TMC brand philosophy - to inspire kids to discover the joy of outdoors and having fun. The chase to capture a falling kite has been captured beautifully with the landscape. The soul of the commercial are the kids, who as protagonists are wearing the TMC range of colorful & comfortable summer wear, while chasing the falling kite. It's the spirit & the fun of engaging in outdoor activities that the Tween MonteCarlo brand wishes to promote".

Adding on, Krishanu Datta, Account Planning & Ideas Partner, Communifix, says, "The insight for the Come Outdoor campaign comes from our interactions with kids of this age group. We observed that less and less of them go outside to play a sport or engage in some sort of a physical activity and this is having a negative effect on the physical and mental development of the kids. We see the Tween MonteCarlo range of trendy summer clothing, inspire kids to come outdoors and discover the joy of engaging in constructive activities & games. The brands promise has very high acceptance among parents as well."

To further promote the thought, 'Come Outdoor', Monte Carlo is looking at tying up with adventure camps, sponsor outdoor events & initiating school level contact program in the next phase. These initiatives will also be supported by a digital campaign.

About Communifix Inc.

Communifix! Inc. is an ideas agency & a creative hotshop. We provide brand consulting, communication solutions and development of creative. We believe in the power of simple ideas that are extracted from interesting consumer insights that deliver in the market place & justify marketing returns on investment.

Krishanu Datta, a branding & marketing professional, Krishanu has the diverse experience of successfully building a large national brand from scratch, creating a start-up brand & managing multiple established brands across different sectors. He's worked on communication for brands like HBO, Dabur, Escotel, LG, Samsung, and Mother Dairy among others. After acquiring an MBA from Indian Institute of Foreign Trade, he honed his skills at Perfect Relations, Mudra Communications, Saatchi & Saatchi, Capital Advertising & Easy Bill Ltd. before donning the mantle of a brand evangelist at Aircel.

Sharique Khan, Winner of a Bronze at Cannes and numerous awards at national & international events, Sharique heads the creative team at Communifix! An alumnus of College of Art, Delhi, he has worked with leading agencies like Mudra Communications, Rediffusion, Publicis & Lintas. Some of the brands he has worked on during a career spanning over fifteen years are Nestle, Airtel, HP, ABN Amro, Samsung & Dabur.



CONTACT DETAILS
Aamit Khanna, +91 9910846106, khanna.aamit@gmail.com

KEYWORDS
CONSUMER, ENTERTAINMENT, FASHION, LIFESTYLE, PEOPLE, MARKETING, BUSINESS SERVICES, CLOTHING, MEDIA, RETAIL

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