Jabong's 'Be You' trumpets unique fashion statements

MUMBAI: A bearded man flaunting an elaborate and glittery nose-ring, a woman donning a shirt as a ?pagri?, and a man wearing his jacket as pants. Sounds familiar? No? Well, that?s the point. Or at least the ?statement? that Jabong is trying to make with its new 2 minute long video that takes its brand statement ?Be You? to a whole new level.

Conceptualised by Bates CHI & Partners, the film takes viewers on a picturesque journey of fashion, style, colour and uniqueness, be it through very obvious stereotype breakers or subtle hints at breaking the mould. Whatever be the complicated collective thought behind the campaign, (left to the viewer?s interpretation), it took the production team five days of prep work and a day of shoot at a ?desi? Mumbai studio to churn out this 2 minuter. A forty seconds version of the ad will also run as a TV spot. The quick shoot could also be due to availability of dates from London based award winning film, creative & art director Harvey B Brown of the IndiGo Airlines and Incredible India fame, who shot this ad film.

Breaking down what his vision behind the campaign was and what he saw through his lens, Brown said, ?Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalized fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you?ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men?s trousers as women?s jackets, and so on,? said Brown. Apart from the artfully shot frames, what is hard to miss is the semi ethnic trance like music that plays in the background, scored by well-known music composer and Abby winner Sameeruddin. The mandate from the client was simple, or rather there wasn?t any strict mandate to begin with. But there was an idea. ?They were not looking at yet another campaign that talks about the great offers, deals, or the range of the ecommerce site?s inventory; or the advantages of online buying,? spoke out Bates CHI & Partners president Asheesh Malhotra. ?Jabong clearly wanted the campaign to speak to the youth directly and bring in their perspective of fashion in the limelight. The campaign emphasises on Jabong?s brand statement ?Be You? and be comfortable in their own skin. So here was a client more interested in building a brand through a campaign, rather than a short term quarterly goal of sales,? he shared, adding that the campaign talks in language the youth of today speak, a language that is devoid of bias based on gender, size, ethnicity, etc.

A recent market research done by MTV titled ?Many Me Project also spoke of the plurality that exists in abundance in today?s Indian youth, a reflection of which can be seen in Jabong?s campaign. ?This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slaves to a trend. You could be skinny, plus sized, bold, meek, short or tall - but you are who you are ? and fashion helps you Be You. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand,? said Jabong CEO and MD Sanjeev Mohanty.

Reiterating the same thoughts, Malhotra elaborated, ?Today?s youth have an opinion and they are not afraid to speak it out. And fashion to them is about being comfortable in their own skin and making a statement as well. Otherwise, there really isn't anything differentiating the many options we have to buy clothes online. You go to Koovs, you go to Myntra, you go to any other site under the sun, and buy the same piece of cloth. What differentiates Jabong is its understanding of the youth?s sense of fashion. Consumers can buy a full cloth and chose to wear just the sleeve, and Jabong is cool with that. That?s what?s ?Jabong? about their fashion statement.? This isn't the first time an online retail brand has opted to take up the ?bold? approach. Going bold also has its downside. Trying too hard to steer clear of the stereotypes can be dangerous. It can altogether put you in another box of ?different for the sake?. ?It?s not about rebelling against or for a certain cause. Or forcefully connecting fashion with homosexuality or treatment of pregnant women in our society just for the sake of the stir it will create,? pointed out Malhotra, heavily hinting on Myntra?s ?Bold Is Beautiful? campaign.

Does dressing models in attractive and eye-catchy clothes, and painting them in bold colors achieve that much needed reasoning behind ?breaking stereotypes??, we asked Malhotra. ?Our focus was fashion and the spectrum that it covers. Sure, there is a lot of extremes shown in the video. We didn?t want to go out of our way to show extremes in fashion, but until and unless we depict a cross section of people with unique fashion sense that is natural for them, we we would miss the nerve of the campaign,? Malhotra justified. Bates CHI & Partners won the account for Jabong?s creative mandate not too long ago in March, and has already planned to go long term with the brand. The agency already has another video in store, shot and ready to be released by first week of July.

Latest Reads
Foodpanda acquires Holachef

Food delivery company Foodpanda, India’s fastest growing today announced its acquisition of Mumbai-based food-tech venture Holachef. Through this collaboration, Foodpanda marks its strategic entry into cloud kitchens and plans to launch its own brand of food products in different categories.

MAM Marketing Brands
Amazon Echo says experience everyday magic in new campaign

In today’s world, where people are worried that the growth of technology is drawing them apart, Amazon Echo’s new campaign aims to bring Indian families together with its smart speaker technology. The campaign stitches together an Indian family’s everyday situations that lead to small moments of...

MAM Media and Advertising Ad Campaigns
Ajmal Perfumes partners with Parcos

Global home-grown perfume house, Ajmal Perfumes has entered into a strategic association with one of the leading perfume and cosmetics retailer, Parcos.

MAM Marketing Brands
KFC hands over digital mandate to iProspect

iProspect India, the digital agency from Dentsu Aegis Network, has bagged the SEO, paid media and digital business for KFC India, an American fast food restaurant chain. The account will be handled from the agency’s Delhi office.

MAM Media and Advertising Account
KOSH Oats launches Roti Donation Drive on World Food Day

KOSH Oats by Future Consumers announces ‘Roti Donation Drive’ a special initiative which starts on World Food Day.

MAM Marketing MAM
Truecaller shows it is more than just a caller ID & spam detection app

Truecaller has launched its new television and digitally focused advertising campaign with the tagline ‘Sab ke liye’ meaning both ‘for everyone’ and ‘for everything’. The ad campaign is aimed to create awareness among the audience about the recent features introduced on the app apart from Caller ID...

MAM Marketing MAM
Birla Gold & BBH team up for another power pact film

Birla Gold, the cement brand of the B.K. Birla Group of Industries launched its new ad campaign marking the beginning of the latest Pro Kabaddi League season and commemorating its association with Patna Pirates, three-time winning champions.

MAM Media and Advertising Ad Campaigns
fbb launches its festive collection at Mumbai Airport

The season for shopping has begun and people all over the country have increased their spending budgets to ensure they look their best this season.

MAM Marketing MAM
Kansai Nerolac reconstitutes its iconic 'Ghar Ki Raunak' jingle into a song

Kansai Nerolac Paints Ltd. (KNPL), one of the leading paint companies in India and pioneers of ‘Healthy Home Paints’ has recently teamed up with popular Indian music director, Pritam’s musical platform JAM8 to roll out a rendition to Nerolac’s iconic jingle as a song, across India.

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories