Pepe Jeans London has launched a dedicated Onam campaign in Kerala, combining the state’s cultural character and festive spirit with the brand’s contemporary fashion identity.
The campaign is designed to strengthen Pepe Jeans’ visibility across Kerala during the festive shopping season through a mix of outdoor advertising, targeted customer communication and regional influencer collaborations.
The campaign’s visual storytelling brings together familiar Kerala settings and cultural elements with modern denim-led looks. Featuring relaxed silhouettes, versatile shirts and everyday denim styles, the campaign presents Pepe Jeans as part of the contemporary festive wardrobe.
As part of the campaign, Pepe Jeans will establish a presence across eight key cities in Kerala: Ernakulam, Kollam, Thrissur, Kozhikode, Thiruvananthapuram, Kannur, Pathanamthitta and Kottayam. The outdoor campaign will feature 13 strategically located sites aimed at increasing brand visibility across key consumer touchpoints during the Onam shopping period.
The outdoor activation will be supported by a targeted CRM initiative reaching Pepe Jeans’ Kerala customer database through WhatsApp and SMS. The communication will provide existing customers with information about the festive offering while encouraging engagement and store visits.
The brand will also collaborate with two Kerala-based influencers to create regionally relevant content. The collaborations will use local storytelling to engage younger audiences and extend the campaign’s festive presence across digital platforms.
Rakesh Jallipally, CEO, Pepe Jeans London (India), said the campaign aims to reflect the spirit of Onam while remaining aligned with the brand’s contemporary identity. He added that Kerala’s distinctive cultural character and fashion-conscious consumers provide an opportunity to connect the energy of the festival with Pepe Jeans’ contemporary denim aesthetic through outdoor, CRM and influencer platforms.
Through its integrated approach across outdoor advertising, direct customer engagement and influencer-led storytelling, Pepe Jeans aims to build stronger regional connections and encourage consumers across Kerala to explore its latest collections in stores during the festive season.
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