OCM taps the festive spirit with Danglers

Adding user experience to In-Store Marketing, Encyclomedia has used the art of'Danglers' for retail brand OCM by leveraging the festive theme across India.

The Dangler led inner marketing theme covered all the important festivals of India starting from Sankranti & Lohri (Jan), Holi (March) to Subho Noboborsho (Bengali New Year- April), Baisakhi (April), Eid (August), and Diwali (October/November).




Speaking on the challenge of re-defining the usage of'Danglers', Mukesh Manik, Director Encyclomedia Networks Pvt. Ltd says, "Ceiling danglers are an effective way to fascinate the customers; hence with the festive theme in our hands, we carved out tailor made designs that reflect the festive mood of the month, and as a result we are happy to turn the danglers into an important tool for inner marketing for OCM Suiting.”

The range of'Designer Ceiling Danglers' were custom tailored based on various parameters of language, style and layouts, and accordingly flat printed. This helped the brand to have a distinct advantage over its peer competitors at the retail level as the activation set an example of a branding and creative strategy that is in sync with the retailer's business objective.

Further sharing his insight on the importance of design and user experience and the impact of the designer danglers on in-store Marketing for OCM, Manik says, "With a design led foresight we made sure that whether the danglers are placed at the end of the aisle, within the aisle or front of store across India, it should add spike to the UX (User Experience) and add to the festive mood of each customer that steps-in the OCM Stores across India.”





"With increasing availability of customers' interaction level at the point-of-sale in various OCM stores in India, the festive-theme danglers played a strategic role in engaging the customers and directly aided in their strategic and tactical decision making,” added, Manik.

Credits:-

Creative Agency: Encyclomedia Networks Pvt. Ltd, India

Media Agency:  Group M, India.

Director: Mukesh Manik

Creative Director: Tony Graver

Illustrators:  Ashita Mehta, Pearl Fernandes, Nishika Rebello, Kalpesh Modi, Inder Pandey, Aaron Martins & Manali Rawat.