While fashion changes with time, season and more, it provides us with a constant; a medium for self expression. Fashion is not just clothes we wear and the shoes we walk in. It is our non-verbal opening line. It is everyone’s personal statement which goes, “This is who I am. This is what I believe in”.  

The TVC has been innovatively shot featuring the life stories of young individuals from different walks of life. It reiterates the idea of self-direction and freethinking, unfettered by societal norms. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

Jabong.com founder and managing director Praveen Sinha is upbeat about the new campaign.

He said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”

Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves. Through the campaign, Jabong celebrates each type of special, every kind of different.

Says Prathap Suthan, chief creative officer, Bang in the Middle, “This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever.”

This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and staying true to their individual beliefs. An additional 60 second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.

Fibre2fashion News Desk - India