Were you surprised to see the Mango Spring/ Summer 2012 ad featuring Kate Moss on TV? It’s probably the first time I saw an international fashion brand advertise on Indian television. In the advert (called the “Spy Game” commercial), Kate Moss slips into a variety of looks, from casual to party.
Do any of you remember seeing ads by competing international brands earlier? Probably not.
Also, if you’ve noticed the Mango website recently, they’ve opened shopping for Indian users though shipping costs are high for orders below Rs 5000. And oh, the folks at Mango have recently roped in the agency OMD India for media buying and planning across traditional and online media.
All this is good news, of course! Because it means the Spanish brand Mango is getting very serious about expanding in India and making it big in the country.
So we get better collections, more variety and hopefully a better shopping experience (online and offline). And the best part—the competition will up the ante as well. I’m waiting for Zara (another Spanish brand) to come up with an answer!