SOIE Makes a Bold Statement

November 27, 2015 written by

Recently, SOIE, a fashion lingerie and apparel brand from the house of Ginza Industries, has done a new campaign titled ‘No Nonsense’ to connect with its style-conscious, independent and modern women consumers.

The brand has released its new print campaign that exemplifies the intrepid and bold attitude of the brand’s customers as well as their knowledge of their own individuality and power.

Designed and executed by international photographers, directors, models, production teams and stylists, the creatives are designed in such a manner that they eliminate the metrics of race, colour and ethnicity from the equation, which is a huge advantage while establishing a unique brand image, within the country and across continents.

The blue tone of the visuals creates an ethereal effect which instantly elevates the product and the brand and helps them stand apart from the clutter.
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Speaking on the launch, Amrit Sethia, COO, SOIE, says “Through this campaign, we wish to illustrate the fearless and confident attitude of our customers. The creatives are an extension of their personality and will therefore help them identify better with SOIE. The campaign also projects the brand as an affordable premium brand which is naturally comfortable and superlative in quality. We will run this campaign across leading print publications and digital platform for a wider reach.”

SOIE was launched in 2011 and means “silk” in French, is pronounced as “Swa”, which not co-incidentally is a Hindi word that means self. It has 6 company owned stores and is present across 2,000+ multi brand outlets. SOIE has 2 dedicated facilities, and present across major e-commerce portals.


In last few years, lingerie has turned into an interesting advertising category where new players are coming and selling it online. Some of these brands include Enamor, Amante, Mohena, Zivame and SOIE. These brands are working towards bringing more women to buy lingerie online and are regularly spending money on advertising to connect with their audience.

They are also educating women on how to choose the right size of lingerie for them.

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