Roposo has appointed its integrated communications mandate to Leo Burnett India.
With this association, the agency will be responsible for the ceatives on the brand’s entertainment commerce platform.
The account was won without a multi-agency pitch.
After bagging the rights of Roposo, the agency conceptualised the brand’s first campaign titled, ‘Own it now’, to announce their revived brand identity. The film was released in October 2021 featuring content creators like Komal Pandey, Krishna Shroff, Aadar Malik, Lisa Mishra and Sushant Khatri.
Mansi Jain, vice president and general manager, Roposo,said, “We are at an exciting juncture for the brand where we are creating an innovative and meaningful offering for both content creators and users. We aim to build a single platform for creators, content, and commerce to come together, within a live virtual mall-like environment. Leo Burnett has demonstrated an excellent understanding of the cultural pulse and consumer behaviour and translated it into impactful ideas for the brand.”
Dheeraj Sinha, CEO and chief strategy officer – South Asia, Leo Burnett, added, “Roposo not only has the homegrown advantage, but it is also one of the few premium hybrid apps that are bringing commerce and entertainment together through their tech and product innovation. This gives us the perfect platform to build a data-driven strategic approach for the brand, using relevant cultural insights to build a powerful narrative that resonates with its audiences. Our first piece of work reflects this as we bring together some of India’s most powerful content creators to introduce the brand refreshed offering. We are very excited to partner with team Roposo on this exciting journey and look forward to charting the brand's success story together.”
Rajdeepak Das, CEO and chief creative officer – South Asia, Leo Burnett, said, “Roposo is one of the most exciting and immersive platforms for both the content creators and users. Our campaign 'Own it now’, reflects the passion and attitude that today’s generation embodies. By bringing together some of the best-in-class content creators, our film shows how creators and users can own their moment with the new features on Roposo. The brilliantly catchy track for the campaign done by popular rappers ‘Seedhe Maut’ perfectly mirrors the new generations confidence and hustler attitude.”