JadeBlue (Apparels)

How does a legacy brand with three decades of trust and over 80+ stores in 40+ cities across India reinvent itself in the digital age? With a cluttered digital market space, JadeBlue needed to make a bold entrance online and reaffirm its position as the ultimate destination for men’s fashion. 

Starting in August 2023, ZGC has successfully established JadeBlue’s digital presence, enhancing reach and driving sales with a campaign-driven approach.

The journey began with a key question: How do you make a well-established brand resonate with a younger, digitally savvy audience? The answer was the “What You Wear Matters” campaign—an initiative designed to introduce JadeBlue’s extensive menswear range to a new audience.  ZGC proposed a dynamic transition DVC for performance marketing and social media, showcasing all categories and redefining JadeBlue as the ultimate destination for men’s wear in the digital realm.

Building on this momentum, we as an agency upped the ante withJadeBlue’s Autumn-Winter collection, creating reels and static ads specifically for digital marketing. Autumn-Winter Collection Focussed on both Casuals and Ethic Clothing category considering the upcoming Wedding Season. A large-scale moodboarding and production was setup and this strategy resulted in the highest Monthly E-Commerce sales in the brand’s history.

Next, we launched JadeBlue’s Spring-Summer collection with the “One with the Sun” campaign, celebrating vibrant prints through dynamic long-form content, statics, and reels shot in the scenic Andaman Islands. Extended across social media and performance ads, the campaign garnered significant impressions and reach.

Taking our strategy further, we analyzed sales data and found that the Modi Jacket—a unique category for JadeBlue—stood out. To cement this category we launched the campaign “The Originals,” showcasing its professional versatility and cultural connection. This led to a remarkable 4.37x increase in sales, marking the campaign as a resounding success.

In just a year, our digital strategy successfully established JadeBlue’s identity online, leveraging seasonal campaigns and category promotions to position JadeBlue as a key player in the digital men’s wear market.