OCM India launches its winter fabric collection

The awaited television commercial has been directed by Shoojit Sircar of Rising Sun Films, who recently won accolades for his well-acclaimed movie 'Vicky-Donor'. Elaborating on the artistic quotient, he said, "There are many layers of ambition in this country and it was interesting for me to plot some of them in this commercial. For a suiting brand to own a "coming of age" space is not new but I felt this was a story that could be told well, cinematically speaking, provided the nuances were handled with care. That is what drew me to it and that is what I've tried to do."

 

Aiming for yet another breakthrough year, OCM India Limited, a leading men's apparel fabric retailer, is initiating a path-breaking TV campaign this #

Throwing light on the idea behind new campaign, Hamsini Shivakumar, Owner, Leapfrog Strategy Consulting which is OCM's brand consultancy firm, said "OCM is an old brand which needs to connect with the youth segment in its smaller town markets to recharge its growth. The young singles segment who are in their early work life were identified as the key demographic to target. And a white space in terms of benefit area was identified through qualitative research. This was expressed as Successful Transitions, those career and life turning point moments, where the right Suit can play a significant role as an enabler. In terms of brand personality, it was decided to make it more real yet aspirational rather than idealized to stand in contrast to the other big brands in the category."