Citykart announces summer collection with new Bollywood-themed OOH campaign
The campaign was executed through offline activities (billboards, auto-hoods, and in-store branding) and Digital (social media).
Value retailer Citykart has launched its new summer collection, accompanied by a Bollywood-themed OOH campaign that brings the glamour of Bollywood to its 137 stores across India. With catchy Bollywood-inspired taglines such as “Ja Simran Ja, Kar le shopping Citykart se” and nostalgic references, the campaign aims to make shopping a larger-than-life experience, while increasing visibility for the brand and ensuring Citykart remains a household name.
To elevate the shopping spirit, Citykart stores will feature a specially curated Bollywood-inspired playlist, setting the perfect mood for shoppers. Additionally, the brand has teamed up with top influencers, content creators, and local celebrities to spread the excitement across social media and in-store events. Deals and cashback are also being offered on every purchase.
The campaign was conceptualised by Citykart. The brand has also worked on the strategy, with the cloud-based creative agency - Fatleg assisting on the design. It was executed through offline activities (billboards, auto-hoods, and in-store branding) and digital (social media).
Commenting on the campaign, Sudhanshu Agarwal, Director, CityKart, said, “We are excited to launch this campaign, which ensures that every member of a family can embrace vibrant and budget-friendly fashion. Moreover, Citykart is dedicated to making fashion more accessible and becoming a trendsetter for Gen Zs. This collection caters to the bold, expressive, and trend-conscious spirit of today’s youth. From street-style influences to Bollywood-inspired elements, we’re ensuring that Gen Z can step into summer with outfits that are Instagram-worthy and affordable. The expertise of Fatleg in branding and our marketing strategy has played a pivotal role in shaping up this campaign, making it visually striking and engaging."
"We at Fatleg had a great time working with Citykart on their summer campaign! Instead of using a traditional product shoot, we took a fresh approach by incorporating Bollywood-inspired dialogues and popular memes, a format that instantly connects with the target audience. We were thrilled to bring Citykart’s vision to life. The real fun was seeing how well it resonated with the audience, making the campaign more engaging, relatable, and shareable within the industry,” added Anoop K Nair, Founder at FATLEG.
