Aurelia’s Spring Summer Collection 2021 - Choose Your Own Beautiful
By Rachit Juneja
April 17, 2021
“We associate with influencers who match our brand ethos, and who resonate with our customers.” - Rohit Kumar, Assistant Brand Manager, TCNS Clothing Company Ltd.
Aurelia, by TCNS, is a contemporary ethnic wear brand for women who are looking for great design, fit, and quality. The new campaign “Choose Your Own Beautiful” caters to the demand of rooted yet aspirational women.
We got in touch with Mr. Rohit Kumar, Assistant Brand Manager, TCNS Clothing Company Ltd, to know more about their influencer campaign for the Spring Summer Collection 2021, and here’s what we found out:
On the objective of the campaign:
“Aurelia launched a huge variety of Spring Summer Collection which is diverse, beautiful, and chic. With contemporary ethnic wear becoming the go-to style for most youth; we have collaborated with iconic influencers who inspire the young audiences and with whom they can relate themselves.”
On Influencer Marketing for the campaign:
“Aurelia believes in collaborating with Influencers who are authentic and free-spirited. We associate with influencers who match our brand ethos and believe in our products. Aurelia celebrates Indianness, and thus we collaborate with influencers who believe in the same.
We onboarded seven influencers from the fashion, and lifestyle category for this particular campaign. They were selected based on their engagement rates and resonance with the audiences. Aurelia as a brand always puts an effort in highlighting the garment in the right way to its consumer”. Because of the current situation, our TG is online and what better way can be than influencer activity to connect with our audience.
How do you leverage the uniqueness of each influencer?
“The Influencers are profiled based on the brand, brand offering, and brand- communication”. Some influencers are good at mix and match while others are good with videography/photography. Keeping all these things in mind we always use a mix of influencers, so that there is no monotony and at the same time we can showcase the right product in the right ambiance.
How do you think your campaign stands out?
“The campaign, Choose Your Own Beautiful, caters to the ever-evolving demands of women in terms of design, style, and pattern. The campaign is about women embracing themselves and defining beauty according to their own understanding.
What is a recent trend in influencer marketing that you think is here to stay?
“Influencer marketing is an evolving world with high exponential growth. It is not easy to pick one trend as every day a new trend keeps introducing. For example, a transition using retro music, styling tips, etc. Furthermore, we’d like to add that the reels are here to stay and are proving beneficial across industries”.
Conclusively, as evident from Sheeko’s Activity Graph and BrandScore Ratings, Aurelia has been immensely active on digital platforms in the past year, but since the inception of their Campaign for Spring Summer Collection 2021, there has been growth in their numbers.
Recent Articles
