When the Indian cricket team plays Pakistan on 16th June in the ICC Cricket World Cup 2019, fast fashion brand Pantaloon will join the fans to express its love for the sport with its Cricket campaign, “How Blue Are You?”
As part of the campaign, the brand will change the colour of its logo, which has been its identity and calling card for years, to Blue. Even the name of the Loyalty Program will be changed from Greencard to Bluecard for the campaign. This, only for the India-Pakistan match.
A hyper-personalised campaign is being created for 50 Lakh Pantaloons loyalty club members. The campaign will showcase the number of blue clothes the customer has bought and offer options to up the ‘Blue’ quotient in their wardrobes.
Ryan Fernandes, Head of marketing and E-Commerce, Pantaloons, said, “‘How Blue Are You’ is our attempt to pay tribute to the Indian fan. We are going to go all out, right from tweaking our brand identity and loyalty program for one day, to delivering personalized fan moments for our customers. As one of India’s most loved fashion brands, we want to show our love for the nation and cheer for our boys in Blue.”
Anil Nair, CEO – VMLY&R, the agency behind this campaign, said, “It’s time for the ultimate fan pilgrimage and every brand worth its salt, would want to leverage it. Our attempt was to pay the ultimate homage by changing the colour of Pantaloons’ iconic loyalty club branding logo and integrating the campaign all the way through.”