India’s leading fashion e-commerce platform Jabong is back in action with its largest ever brand campaign Be You that celebrates diversity. The campaign is led by a TV commercial directed by London-based award winning film, creative and art director Harvey B Brown.
According a ANI report: Harvey had earlier created a fusion of high fashion and film collaborations with artists such as George Michael and Elton John among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.
“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 slave 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,” CEO and MD Jabong, Sanjeev Mohanty was quoted by ANI as saying.
Talking about the theme of his latest TV commercial for Jabong, Harvey B Brown was quoted by ANI as saying, “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 colorful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”
Jabong is investing in a 360 degree marketing campaign starting June 2, extending across multiple media. The commercial will be on air on across all leading channels in entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor + cinema presence.
On digital, this campaign is being promoted across YouTube, Facebook and multiple other digital properties.