MAM

Patanjali Paridhan launches; celebrates Indiapan!

The brand-new campaign is conceptualised by L&K Saatchi and Saatchi

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/02/11/Patanjali_Paridhan.jpg?itok=MQ5C_p6J

MUMBAI: Patanjali Ayurved Ltd has launched its apparels range called ‘Patanjali Paridhan’ with a brand-new campaign conceptualised by L&K Saatchi and Saatchi building on its brand values of providing a range of world class apparel for every Indian’s needs and wants.

The brand shared that the primary objective of the launch campaign was to introduce the brand Paridhan by the mother brand Patanjali, carving out a special positioning niche for Patanjali Paridhan within the larger brand equity of Patanjali while retaining youth, modernity, fashion, and trendiness.

It revealed in a press release, “The big insight that the agency unearthed was the fact that fashion in India is still very west focused. If you discount the token FabIndias, Manyavars, and a few local players, there is no national level India-centric fashion brand. Also, Indians feel slightly defensive about Indian fashion as compared to western fashion, unless it is ethnic wear. The brand wanted to bring Indian fashion fabrics and styles back into everyday life. To prove that Indian fashion is best suited for our body type and climatic conditions, and to celebrate our rich and varied fabric heritage. The idea was to create a movement – Tann Maan Dhan Indiapan, to remind people of the rich heritage of fashion that we have surrendered in the blind pursuit of western fashion.”

Commenting on the same, Patanjali Paridhan CEO KN Singh said, “India was once one of the biggest exporters of clothing, textile, and styles. With changing language and cultures every 200 kms. in India, one can see a blend of different weaves, textures, and styles. Gradually, we have moved to adopting too much of western clothing and styling. The aim is to bring the focus and interest back to Indian clothing. Every outfit can be adapted for comfort and that is what we aim at doing. We are creating fusions and blends of different clothing formats and styles. Patanjali's objective, through Paridhan, is to mould the old format of dressing into the latest, more comfortable styles, for the Indian youth, while helping the various state handloom corporations and the weavers. All of the products have been selected basis the colour scheme, mood board and quality defined by the global authority on garment quality. Even products and styles from all the Indian states have been given space on our shelves. Our prices are at least 60% less than the international brands. But consumer has to try and use the product to know Patanjali's quality in apparel range.”

L&K Saatchi and Saatchi managing partner Anil K Nair said, “Patanjali is a home-grown brand that has proven that Indian brands can achieve great success on its own. And on the back of this, Patanjali wishes to provide a range of world class apparel for every Indian’s needs and wants, and that’s the philosophy behind the inception of Patanjali Paridhan. The brand is built on a strong foundation of values that include pride and respect for our cultural identity, being comfortable in our own skin, a celebration of our rich heritage, providing value for money, and being aspirational. And also moving public consciousness from a western-fashion-orientation to ‘desi coolness and swag’.”

L&K Saatchi and Saatchi executive creative director Kumar Suryavanshi said, “Very rarely does one, as a creative person get a chance to work on a unique brief to build an indigenous fashion brand. I thank Patanjali Paridhan for giving us such an opportunity. The challenge was to maintain a balance between Patanjali's Indian values and fashion codes and sensibilities. The challenge was to bring alive the feeling of Indiapan while showcasing fashion, which has always been associated with international brands. I think we successfully managed to capture the soul of the brand and expressed it beautifully through visuals and the anthem. With the help of a super energetic team, we shot across the country to celebrate diversity in the brand’s offerings. We want people to take pride in Indian fashion and break conventions. We are very thankful to Swami Ramdev baba who has agreed to play a pivotal role in the film and gave us a free hand to make this beautiful and evocative film.”

L&K Saatchi and Saatchi executive creative director Ashish Naik further added, “It was a pleasure to shoot this campaign as the clothes were vibrant and captured the true essence of India's diversity. The beautiful locations added to the charm of the campaign.

The campaign will be running on TV, Print, Outdoor, Radio and Digital platforms including the social media handles of the brand and the talent.

Latest Reads

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/wpp.jpg?itok=ZS1Txy-f
WPP to host second series of CX India in partnership with Adobe

NEW DELHI: WPP is all set to host the second session of its CX series, to be held on 26 November 2020, in partnership with Adobe. Recognising the importance of CX in today’s day and age, the session will discuss a human-centred design approach and design thinking methodologies, with design,...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/him.jpg?itok=1IrLBm-L
Himalaya’s ‘healthy hair’ promise empowers women in new spot

NEW DELHI: The Himalaya Drug Company has unveiled a new film for Himalaya Anti-Hair Fall Shampoo with the communication “Hair fall nahi, ab sirf zindagi meri mutthi mein” (No fallen hair, only life in the palm of my hand) as part of the Healthy Hair Ka Vaada campaign.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/20.jpg?itok=cLiy-3ex
From 'joy of eating' to 'joy of cooking': Fortune completes 20 years

NEW DELHI: Fortune Edible Oils & Foods is celebrating 20 years of giving food lovers in the nation a healthier lifestyle. To mark this milestone, Fortune has launched a new campaign highlighting their brand’s essence, ‘20 years of Fortune.’ Augmented with a versatile array of dishes, cultures...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/royl.jpg?itok=nQktFTC3
Seagram's Royal Stag ropes in global icons for new campaign

NEW DELHI: Seagram’s Royal Stag has provided a global outlook to its philosophy of ‘Make it Large’ with a powerful new campaign that inspires audiences to achieve their dreams. Top global icons like Ranveer Singh, Rohit Sharma, Jasprit Bumrah, Kane Williamson, McDonald Wanyama, Diva Dhawan, and...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/ashi.jpg?itok=LlGVP37U
Asahi Kasei launches #AsahiKaseiMiniChef campaign to recognise your munchkin’s culinary talent

<p>With an aim to bring to limelight the hidden culinary talent that your children hone in the kitchens whipping up really scrumptious creations with their little hands, Asahi Kasei India has announced the launch of one-of-its-kind Instagram &amp; Facebook campaign #AsahiKaseiMiniChef. In...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/ad.jpg?itok=FIayfWU3
The Ad Club Bangalore to hold Big Bang Utsav 2020

NEW DELHI: The Ad Club Bangalore is putting together a series of fun programmes to engage with the advertising, media and marketing fraternity this festive season. The three week-long Big Bang Utsav 2020 starts on 4 December and will be held on Friday evenings through the month. It will feature...

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/25/whitehat.jpg?itok=3p9H7xD1
Delhi HC asks Aniruddha Malpani to remove posts critical of WhiteHat Jr

NEW DELHI: Controversy’s favourite child WhiteHat Jr got major relief in its defamation lawsuit case against the angel investor Aniruddha Malpani, who in a series of social media posts had accused the ed-tech platform of hiring people with no coding skills, as the Delhi high court asked the accused...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/vfcc.jpg?itok=p73Ip7r-
Virtual Fireside Chat with Puneet Gupt, Coo, Times Internet Ltd

Taking ahead its virtual fireside series with experts across media and entertainment industry, Indiantelevision.com will be hosting Times Internet COO Puneet Gupt on 25 November. The session will be hosted by founder, CEO and editor-in-chief Anil Wanvari. Gupt drives the strategy, vision and...

MAM Media and Advertising Digital Agencies
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/11/24/vidyut.jpg?itok=T7s4_eAX
Vidyut Jammwal signs on as new face of MuscleBlaze

NEW DELHI: Sports & fitness nutrition brand MuscleBlaze has signed on actor & martial artist Vidyut Jammwal as its brand ambassador for the next two years. Along with endorsing the brand’s innovative range of products, Vidyut will be seen promoting fitness as a phenomenon in the country. 

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required