Mumbai: PrettySecrets lingerie brand launched its first ever digital campaign alongside Girliyapa, Women Centric channel for entertainment. The active audio-visual integration shows the app, website collection and how apart from lingerie the brand also has other categories to offer.
The sketch begins with three friends discussing and planning options and destinations they can explore on the long weekend. December is typically when people plan getaway trips with friend. And whenever you plan a trip, the first thing you think of what you’re going to wear. Friend 1, while convincing the other for Goa points out that for Goa, they only need Bikinis, Suns screen and fake id while for Kasol they’ll have to carry heavy jackets. Meanwhile the second friends quickly logs on to PrettySecrets and orders the amazing bikinis available. Friend 3 in her counter argument explains to others that PrettySecrets lingerie is so comfortable that you can wear it every day.
With the best of the digital influencers behind the #redefinebasics campaign, it will be promoted via Facebook lives, Insta Stories, Snapchats etc. using the hashtag and brand communication to support each of the content pieces.
The sketch and conversation brings out three -fold communication from the brand:
- The app and website provide for their ultimate look not just for their vacation plans but for their everyday wear as well
- Redefining basics with the logic that pretty bras need not be just for special occasions
- Sexy can be comfortable too
Speaking on the campaign Karan Behal, Founder & CEO, PrettySecrets, said, “We want to make PrettySecrets synonym with fashion yet comfortable to be worn everyday all day. With this digital campaign we wanted to let the women of India know that your everyday lingerie need not be boring for it to be comfortable. We at PrettySecrets want to redefine basics and want our consumers to get lingerie that’s sexy, comfortable and doesn’t dig a hole in your pocket. It was great fun working with an all women team each one with their individual perspective on the idea.”
Commenting on the association, Head of Brand Partnerships, TVF, Vijay Koshy, said, “PrettySecrets’ brand ethos and the voice of Girliyapa have a lot of common arcs and it is a pleasure to work with a brand who understands the content space so well. This is the first time a lingerie brand has partnered with a content creator and Girliyapa is very excited about this partnership of a series of 3 videos. Girliyapa audiences are modern, progressive, young women and that’s who PrettySecrets customers are. The video has gone viral on both YouTube and Facebook clicking over 1.2 million views in less than 10 days.”
PrettySecrets, lingerie brand now has 18 retail stores and the website delivers to over 20,000 pin codes across all states of India. The collection is definitely meant for today’s fashion conscious women who want to take on the world by her confidence that reflects from the inside out. Apart from lingerie the brand also has a wide range of night wear, activewear and swimwear.