Roadster rides a new campaign, to stimulate passion

MUMBAI: Roadster, a casual outdoorsy lifestyle brand in India, launched a brand campaign - The Road is Waiting.

The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.

The commercial introduces viewers to “the gap in the world”, a special place in the world outside that waits to be claimed by you and me - those guilty of being caught up in the hustle of everyday life. This space is full of stories and experiences that is forever reserved for its intended owner. The underlying brand message is simple; that the highway life is incomplete without those who live through it and with this campaign; Roadster looks to call out to the viewer, egging them to find this gap and fill it.

The film treatment feeds into the spirit of an open invitation - from the different, youthful voices in the narrative, to the protagonists breaking the fourth wall to acknowledge the viewer as they consume the experiences on screen and not in person. The messaging speaks of Roadsters making experiences happen for them, as against simply being at the right places at the right time.

It’s worth noting that the film was shot entirely in India - a call the brand has taken thus far for every campaign, so that the depicted experiences are within easy reach for the Indian viewer. This sentiment of accessibility has always been close to the brand’s heart and reflected in the campaign’s social media legs.

The previously male-centric and individualistic brand persona has also grown to include those who identify better with group experiences, not to mention a growing focus on female roadsters that has made Roadster, the largest selling brand on Myntra.

Myntra CMO and Jabong head Gunjan Soni said, “Roadster has created a unique positioning in its own right and emerged a winner. This campaign, while focusing on the brand story, also focuses on the brand’s product offerings.”

Myntra Fashion Brands chief Manohar Kamath said, “The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”

Roadster is known for its innovative campaigns from the past such as the GTFO (Get The F*** Out) campaign with actor Ranveer Singh and the ‘PocketMan’ campaign – a live human experiment to interactively demonstrate how a person could live entirely out of their jeans for 48 hours.

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