Campaign details
Brand: WacoalBrand owner: Wacoal IndiaAgency: McCann WorldgroupMarket: IndiaSector: Clothing, apparelMedia channels: Content marketing, Online video, Point-of-purchase, in-store, Social media, Television, Websites & microsites, Word of mouth, influencersBudget: 500k - 1 million
Executive summary
Wacoal, a premium Japanese lingerie brand, was the 206th entrant in the already cluttered Indian lingerie market. In the lingerie category, advertising narratives revolved around functional attributes like fit, size and comfort.
Research told us that finding the right bra goes beyond all the functional parameters – instead it is a...