With the onset of monsoons in Mumbai, Zeel Rainwear goes outdoor

NZ Seasonal Wear, the company that manufactures rainwater protection apparel Zeel and Water-Fighter has recently launched a high octane 10 day outdoor campaign in Mumbai taking 30 premium sites for promoting its brand ‘Zeel’. According to the company, though Zeel and Water-Fighter are both water resistant apparel meant for Mumbai monsoon-wear, Zeel is more fashion oriented utility based premium products and caters to the youth, whereas Water-Fighter has been manufactured keeping in mind the generic economical class who want value for money.

Partnering with global advertisers with the onset of monsoons in the county, the brand has taken 30 large format premium sites in Mumbai covering areas like Thane, Parel, SCLR, Mira Road and Opera house among others. The creatives pitch the brand ambassador Vivek Oberoi sporting Zeel Rainwear with the communication ‘Be Monsoon Ready’, the communication also highlights that the brand is meant for all age groups and its associate brand Water Fighter.

"Rainwear is a seasonal product manufactured by multiple players branded and unbranded that relies greatly on impulse purchases and is often of poor quality. Zeel Rainwear promises quality, and durability along with style quotient. It asks buyers to not merely consider rainwear as protective wear but as a statement of style, and urges people to be 'monsoon ready' and not consider rains as an occasion when fashion and style have to take a backseat. Our campaign strategy, site selection and execution factored these insights into the mix, which is why the impact has been so good," says Sanjeev Gupta, MD, Global Advertisers.

Paradise Group extends its promotional campaign in Mumbai

Paradise Group, the 20 year old real-estate company which claims to have 75 projects across Navi Mumbai, has recently rolled out a campaign in the city to promote its 42-acre Sai World City Project in Palaspe-Panvel. The objective of the campaign is to get sale registrations for the project that promises 13, 42 storey towers, luxury homes, themed landscaping, clubs and open green spaces.

The real-estate group has partnered with Global Advertisers for executing the promotional campaign across the city for a period of one month. The Paradise Group’s Sai World City Project campaign which has mainly employed hoardings and gantries, highlights and showcases prominent buildings from London, Paris, New York, Singapore, Hong Kong and Tokyo as part of the imagery to communicate that the luxury homes will be built on an ‘international’ concept.

Sanjeev Gupta, MD, Global Advertisers, says that the response of the campaign has been very good which has resulted in the extension of the campaign. “The site selection was done after several meetings with the client. The targeted demographic, the project’s positioning and the strengths of the brand were factored into the campaign that covers the best of neighbourhoods in the eastern and western suburbs. The going has been really good. We, on our part are happy, that the client is happy,” he adds.


Andheri, Panvel, Bandra and Mankhurd are a few areas where the campaign has been put up. Apart from the imagery and the generic communication about the project, few of the large format billboards also carry a cut out of the Sai World City Panvel logo cut-out along with Paradise’s logo and a call to action number to prompt property registrations.

Global creates a successful campaign for XRBIA

 MUMBAI:  XRBIA appears to have arrived at the mix of real estate marketing: affordable units, a fixed rate home loan at 7.25 per cent and an innovative outdoor media mix plan in Mumbai and Pune by Global Advertisers.

The OOH agency has succeeded in crafting a campaign to attract buyers and investors to XRBIA with Times Property being held from 27 to 30 November at BKC in Mumbai.

The campaign according to the agency has scored a number of firsts.  For example, no Pune-based builder has launched a campaign of this size in Mumbai, so far. The 7.25per cent fixed rate home loan being offered by India Bulls is also a first, as is the response that the campaign has attracted for the brand. The outdoor campaign in Mumbai and Pune was spread over seven days, and employed three distinct creative artworks.

XRBIA CMO Pradeep Iyengar said, “We had some big and bold ideas that needed urgent action. We trusted Global to coordinate and execute those ideas, and they did! We are very happy with the footfalls at the venue, and there are three more exciting days to go.”

The Eiffel Group (XRBIA) is based in Pune with realty footprints in Mumbai, Nagpur, Delhi and Bangalore with over 25 million sq. ft. of existing development and 119 million sq. ft. of planned projects.

Global Adverrtisers MD Sanjeev Gupta commented, “At our end we moved fast with our vendors, service providers and team members to ensure timely delivery. The results have been very heartening on the very first day. I am grateful to my team of marketers, media planners, vendors and all the people at XRBIA who made this happen.”