Wacoal: Beyond cup, comfort and cost

Wacoal, the lingerie brand, introduced a campaign to showcase its craftmanship in India.

Campaign details

Brand: WacoalBrand owner: WacoalEntrant company: McCann India, MumbaiMarket: IndiaSector: Clothing, apparelMedia channels: Online display, Online video, Point-of-purchase, in-store, Social media, 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 is beyond all the functional parameters - it is a superior...

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