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/2020/12/04/nabendu_bhattacharyya.jpg?itok=pYHwMUMK
Nabendu Bhattacharyya moves on from Milestone Brandcom

NEW DELHI: Nabendu Bhattacharyya, an industry veteran with more than two decades of experience in the Indian out-of-home (OOH) space, has decided to move on from his current role as CEO and MD of Milestone Brandcom, the India-based OOH specialist agency from the house of dentsu international. He...

MAM Media and Advertising Out Of Home
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/market.jpg?itok=hzwdzray
Advertising in newspapers most trusted by consumers: ASCI-ISA report

Advertising seen on traditional media continues to enjoy high trust amongst consumers, with newspapers (86 per cent) emerging as the most trusted, a report by the Advertising Standards Council of India (ASCI) and the Indian Society of Advertisers (ISA) stated.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/eatqual_2.jpg?itok=JF896DXo
EatQual: McDonald's new packaging for the specially-abled

NEW DELHI: Back in the noughties, McDonald’s as a brand was the great Indian equaliser. The brand was in dire straits after failing to win over Indian consumers whose palates and wallets were used to the taste and inexpensiveness of samosa, vada pao and chaat; so, McDonald’s switched gears and...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/visa_0.jpg?itok=4r47RkZp
Wieden + Kennedy, Publicis win Visa's global creative accounts

NEW DELHI: Visa has handed over its creative accounts worth $200 million to Wieden + Kennedy and Publicis Groupe. While Wieden + Kennedy will now be responsible for leading its creative strategy and major initiatives, Publicis Groupe will be in charge of production duties.  Publicis Groupe’s...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/reverse_thought.jpg?itok=UHOKAs-2
Reverse Thought wins digital mandate for ICICI Prudential Pension Funds

NEW DELHI: Reverse Thought Creative Studios has won the digital mandate for ICICI Prudential Pension Funds Management Co Ltd. The agency will develop and manage creatives on topics relevant to the present and prospect investors in the National Pension System (NPS) of ICICI Prudential Pension Fund...

MAM Media and Advertising Account
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/japa_0.jpg?itok=xiPFm7jx
First-ever digital edition of Japanese Film Festival 2020 opens today in India

Japan Foundation New Delhi announced the launch of the Fourth edition of Japanese Film Festival (JFF) 2020 in India, today. The one-of-a-kind 10-day digital Film Festival will be held from 4th to 13th December’20.

MAM Marketing MAM
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/honeygate.jpg?itok=af_EPoGz
Honeygate: A sweet tale turns bitter for brands

KOLKATA: Honey is one of the most loved home remedies or immunity booster in Indian households. With the onset of Covid2019, the sweet miracle has attracted more Indian consumers, even global buyers. But a plot-twist has changed the narrative, as top brands in the category are allegedly...

MAM Marketing Brands
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/04/mahashay_dharmpal_gulati.jpg?itok=PszJStcO
Guest Column: A tribute to 'Masala King' Mahashay Dharmpal Gulati Ji

Mumbai: "Never retire in your life. Be positive, things will always change. Do better and you will get the best out of life. You have to share the wealth to society, it's a cycle,” these are the lessons I had learnt from Mahashay Dharmpal Ji. His journey of building from scratch India’s most...

MAM Media and Advertising People
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2020/12/03/mdh-uncle_0.jpg?itok=LgdolbqA
'Forever in our kitchens & hearts': Brands eulogise MDH Uncle

New Delhi: It’s a sad day for the Indian business community with the passing of 'Mahashay’ Dharampal Gulati, owner and CEO of spice brand MDH (Mahashian Di Hatti), as well as the most recognisable grandpa on national television. He was known by many monikers: 'king of spices', ‘masala king’, ‘MDH...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories

* indicates required