Manyavar enters south Indian market with launch of ‘Vivaham’ collection

Manyavar, an ethnic wear brand by Vedant Fashions has entered the south Indian market with the launch of ‘Vivaham’ collection with an OOH (Out of Home) campaign featuring actor Ram Charan.

The campaign has been designed and implemented by GroupM, WPP’s media investment group.

The Vivaham collection consists of traditional South Indian attires like Panchakacham and Veshti. With this launch, the brand expects strong sales during the ongoing wedding season in South India.

The #TaiyaarHokarAiye, campaign features cutouts of the actor donning Manyavar’s garments in over 350 installations across Andhra Pradesh and Telangana.

Commenting on the launch, Vedant Modi, chief revenue officer at Vedant Fashions in a statement said, “The Out of Home campaign has wonderfully captured the charisma, charm, and appeal synonymous with both, the Vivaham collection, as well as Ram Charan’s magnetic personality. We’re glad to have partnered with GroupM OOH solutions that helped us deliver this campaign successfully.”

Ajay Mehta, managing director, GroupM OOH Solutions added, “We are thrilled to have executed this stellar campaign for Manyavar and be a partner in its strategic expansion into the South Indian market.”

Vedant Fashions Limited runs a range of ethnic wear brands including Mebav, Twamev, and Manthan. The business retails across India, the US, Canada, the UK, and UAE and counts over 600 brick-and-mortar stores.