Ginger by Lifestyle has launched a digital film to bring forth the bold, unfiltered and fearless voice of young girls, while debunking fashion stereotypes and encouraging girls to make their own fashion rules.
Conceptualised by J Walter Thompson Bangalore, the film explores the unrealistic demands of fashion and perfection that the society places on young girls.
Srinivasa Rao, senior vice president, marketing, Lifestyle, said, “Ginger by Lifestyle has always worked towards empowering girls through fashion and style. It is a brand that is inspired by the young girl of today, her attitude and her beliefs. With this campaign, Ginger hopes to resonate with young women, reiterating that it’s their unique fashion sense is what makes them who they are while celebrating the strength they have to rise above any negativity that comes their way.”
“This time we took imperfectly perfect to the next level. Fashion comes with its own set of rules and they can get stifling. Who says two strong prints can’t be worn together or that two strong colours are designed to clash? That a certain body type ought to wear a certain kind of garment, or a certain shade for that matter. To embrace their quirks in their own uniquely imperfectly perfect way and make their attitude no less a statement than their fashion picks,” said Priya Shivakumar, SVP and executive creative director, JWT Bangalore.
Agency credits:
SVP and managing partner – JWT Bangalore: Kishore Tadepalli
Chief creative officer: Senthil Kumar
ECD and creative head: Priya Shivakumar
Creative: Ajay Menon, Sheshadri Namdar, Gaurav Matai
Planning: Shazia S Khan
Servicing: Tiraz Balaporia, Arunabho Sen, Shubhra Madhukar
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