Global Advertisers ‘Triumphs’ with German inner-wear brand campaign

International innerwear brand Triumph has recently buttoned up an OOH campaign in Mumbai to introduce its new product line. The campaign, titled ‘Body Make-up and Lace All-Over’, promotes Triumph’s products positioned to be ‘high quality, fashionable and durable, at affordable prices’. The 15-day campaign, which was rolled out in mid-January, will continue till the end of the month and has been executed by Global Advertisers at multiple locations in South Mumbai and suburbs to launch the new product line. 

  “This is a rather special campaign as it bridges the aspirations of Indian women and a high-quality German brand like Triumph. We selected locations for the sites rather carefully based on the intended demographic of the new lines, delivering an effective, low-cost customized campaign for Triumph,” says Sanjeev Gupta, MD, Global Advertisers.  

Triumph undertook extensive research before introducing the lines that have been specifically selected and designed on basis of the bodies and lifestyles of Indian women. According to an industry report, Triumph had about 175 large format stores in the country with a plan to add 25 more in 2014 and also a plan to offer double of what it was offering in 2013. Last year, the brand had introduced its ‘Body Make-up’ line at the Triumph Fashion Show held in Hyatt Mumbai as part of an aggressive product push.  

Global Advertisers forays into innerwear market

The lingerie market in India is still in its infant stage until in recent times. Today, consumers have brand awareness and spend more on fashionable innerwear. There is also a clear rise in purchasing power and people are willing to buy more premium inner brands. Celebrity endorsements, joint ventures with foreign marquee names and reluctance among consumers to wear baniyans with holes have meant an intense buzz around undergarment makers. Even the rural consumers want branded innerwear because they are watching ads of Bollywood’s macho men: Salman Khan, Hrithik Roshan, Saif Ali Khan and Shahrukh Khan.

With increasing competition in an innerwear segment, brands like Lux, Dollar, Rupa, Amul Macho, Jockey market their product heavily on out-of-home medium including television, print and other BTL activities.

Explaining on this, Sanjeev Gupta, Global Advertisers says “When it comes to fashion, there is no limit to quantity. Today a consumer buys one, tomorrow he may fancy four. Since this is not a very high-value item, demand is more resilient. Therefore, an innerwear brand doesn’t leave any stone unturned for the success of their product.

We at Global understand their need and level of competition. An ooh campaign of innerwear brands comes out after in-depth market research with strategically positioned inventories at a reasonable operation cost, giving a brand best ROI. We taped this segment because the proportion of people who use branded innerwear is small so the long-term potential of the segment is very promising.”


For the record, Global has recently provided hoardings to outdoor campaigns of Lux Cozi, Macroman, Jockey, Lux ONN, Amul Macho, Dollar Bigboss, Tommy Hilfiger, Levi’s and Calvin Klein.

These players have engaged premium sites located at Marine Line, Marine Drive, Peddar Road, Andheri, Worli, Dadar, Santacruz, Sion and Thane. The size of hoardings varied from 40X40 to 20X20.

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