Home / Knowledge / News / Fashion / Jabong's new campaign celebrates every individual
Jabong's new campaign celebrates every individual
02
Apr '15
Courtesy: Jabong
Courtesy: Jabong
One of India’s leading multi-brand online fashion destinations, Jabong.com has stepped on the gas in a massive promotional campaign called “Be Real. Be True.” It comes on the heels of its 360-degree campaign last year – Be You. The new campaign runs on the premise of what be you means to different individuals. The three TVCs, which will be aired across various channels, have been creatively scripted and shot across length and breadth of India.

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


Must ReadView All

Pic: IFC

Apparel/Garments | On 15th Apr 2021

IFC to support Haiti in revamping garment sector

IFC, a member of the World Bank Group, is supporting the garment...

Pic: Sorbis / Shutterstock.com

Textiles | On 15th Apr 2021

US textiles & apparel imports down 6.98% in Jan-Feb 2021

The import of textiles and apparel by the United States decreased by...

Pic: Shutterstock

E-commerce | On 15th Apr 2021

Vietnam companies get Amazon boost to turn into brands

The Vietnam Textile & Apparel Association (VITAS) and Amazon have...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Strike a balance between handmade in India and 'Make in India'

Textile Industry, Head honchos

Textile Industry
Head honchos

The pandemic has reinstated need for organised retail spaces in Tier II...

Textile Industry, Head honchos

Textile Industry
Head honchos

One thing is certain, online sales will go up

Ujjval Saraf,

Ujjval Saraf

Founded by Jimmy Lai, Giordano International Ltd, a Hong Kong based...

Manoj Sorathiya,

Manoj Sorathiya

Surat-based Sunrise Imports & Exports Co is a manufacturer and...

Emmi Berlin,

Emmi Berlin

With the support of the first investors - Finland's Technical Research...

Karan Bose, Hula Global

Karan Bose
Hula Global

Hula Global, a leading isolation gown manufacturer in India, has been...

Giulio Cesareo, Directa Plus

Giulio Cesareo
Directa Plus

UK-based Directa Plus is one of the largest producers and suppliers...

Michael Jaenecke, Messe Frankfurt

Michael Jaenecke
Messe Frankfurt

From May 14 to 17, international exhibitors will present the entire...

Seema Agrawal, Artisan Saga

Seema Agrawal
Artisan Saga

Artisan Saga, founded by Kaushik Rajani and Seema Agrawal, is an online...

Ruma Devi, Gramin Vikas Evam Chetna Sansthan

Ruma Devi
Gramin Vikas Evam Chetna Sansthan

Ruma Devi is a jet-setting promoter of artisans who has empowered...

Sweta Agarwal, A Humming Way

Sweta Agarwal
A Humming Way

A Humming Way (AHW) is inspired by the old-world regalia of Rajasthan...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


April 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search