BODYCARE
Bodycare International Ltd. is a trusted name in the innerwear market, embodying values of trust, quality, and excellence. As a leading manufacturer, we specialize in kids’ undergarments, infant wear, thermals, and family loungewear. Their commitment to cutting-edge research and technology has revolutionized the innerwear apparel industry.
THE CHALLENGE
Bodycare, a leading comfort wear brand, set its sights on expanding its reach into the South Indian market. However, capturing the hearts and minds of this region’s consumers required a strategy that resonated with their unique cultural preferences. Additionally, Bodycare aimed to connect with young mothers, a key demographic within the market.
OUR APPROACH
Garage Collective orchestrated a multi-pronged attack to maximize the impact of Bodycare’s expansion into the South Indian market. First, they tapped into the regional fame and relatable persona of Kajal Aggarwal, a young mother and renowned South Indian actress who has a following in North as well (the key market for Bodycare until now). This strategic choice as brand ambassador instantly fostered trust and connection with the target audience. Next, a catchy jingle, “Bodycare Kiya Kya?” grabbed attention of the public. Finally, two fresh and engaging television commercial (TVC) featuring Kajal Aggarwal further amplified the message by showcasing Bodycare’s comfort wear and thermals as the perfect choice for young families.
THE RESULTS
The “Bodycare Kiya Kya?” campaign proved to be a resounding success. Bodycare’s brand recognition and recall soared within the South Indian market, signifying a successful expansion strategy. Bodycare successfully positioned itself as the preferred choice for apparel and thermals, exceeding sales targets and establishing itself as a household name for young mothers in the South.
By leveraging a relatable brand ambassador, crafting a memorable jingle with regional appeal, and utilizing an engaging TVC, Garage Collective propelled Bodycare to regional dominance in the South Indian market. This campaign underscores the importance of understanding cultural nuances and creating a connection with the target audience to achieve brand success.
