Bumchums Launches New Advertising Campaign To Enhance Brand Perception

Bumchums Launches New Advertising Campaign To Enhance Brand Perception

Rupa & Co Ltd-owned casual wear brand Bumchums has launched a new advertising campaign aimed at enhancing brand perception, as well as establishing a stronger connection with end its consumers.

The brand aims to highlight its product offerings and its wide product portfolio through the campaign which also is an attempt to resuscitate its public perception and emerge as a young and fashionable brand.

Bumchums offers cool casuals, trendy T-shirts, bermudas, loungers as well as capris for young men, women and kids. The brand also offers dedicated products like baba suits and frocks for toddlers.

Announcing the launch of the advertising campaign, Bumchums Brand President Rajnish Agarwal said, "We are delighted to roll out the new campaign. With this, we plan to give a fresh look to the brand and add up to the fun quotient”.

“To harp on this, we’ve amplified our tagline ‘Fun It Up’. Now you’ll see our tagline in a much bigger font positioned in a slanting way. The slant in the tagline signifies a deviation from the mundane and boring, and clearly points towards the newer and happening things in life. We’ve also added an arrow to the tagline, which again highlights our fashion forwardness and strengthens our commitment to bring the best to our consumers,” Agarwal said.

The new campaign has been conceptualised by Scarecrow Communications Ltd and is shot at an exotic location abroad.

“The new Bumchums campaign is all about fun and frolicking. We’ve used bright, effervescent colours to give the campaign a youthful feel. The choice of venue is much in synch with the brand proposition and the target group it caters to”, Scarecrow Communications Ltd Founder Director Arunava Sengupta said.

Bumchums has devised a 360-degree marketing plan to launch the campaign, which includes print media, outdoor as well as digital spaces.