John Players's new campaign with 3D effect

John Players, the fashionable apparel brand from ITC, which recently signed on Ranbir Kapoor as its new brand ambassador, has launched an innovative outdoor campaign. John Players is perhaps the first fashion brand to experiment with innovations in the outdoor medium to generate buzz and excitement around the brand. The billboard campaign highlights Ranbir Kapoor as the new face of Cool & John Players' new brand ambassador.

The innovative billboards with design elements to create a 3 D effect, combined with display at strategic high traffic locations have been a visual eye catcher & garnered positive feedback from consumers. The 3D effect has been created without the use of any fabrication or cut outs.

This campaign has been a precursor to the main season campaign that uses print ads as the main medium of communication. The concept which has been ideated by Encyclomedia Networks, kicked off in the end of March and is expected to be on till April in Delhi, Mumbai, Kolkata, Hyderabad & Bangalore.

Speaking on the campaign Mukesh Manik, Creative Director, Encyclomedia Networks said, "The entire campaign was conceptualised keeping in mind simplicity of design and brevity and focus of communication ' Ranbir Kapoor as John Players' "New face of Cool'. We have tried to keep the campaign simple, yet innovative."

"Typically, hoardings are with 2D creatives; but in metros where there is too much clutter in the outdoor medium, anything which looks different through creative or execution will get more attention," he added.

Atul Chand, Divisional Chief Executive, ITC's Lifestyle Retail Business said, "Outdoor has always been a medium of preference as it enables the brand to create an impact in key catchments. An innovative technique in display or concept definitely adds to the impact and catches more eyeballs,"

John Players will be launching its print campaign in April.