Raahil Chopra
Nov 16, 2010

The romance continues in new Monte Carlo TVC

The campaign has been created by Bates 141, who've also worked on the launch communication for the new Monte Carlo womenswear brand Alpha

The romance continues in new Monte Carlo TVC

Bates141’s Delhi office has created a new campaign for apparel brand Monte Carlo. The campaign, consisting of TVCs and print ads, has been created for Monte Carlo’s winter collection. Along with this, Bates141 has also created a launch campaign for Alpha, a womenswear brand from Monte Carlo.   

The TVC for Monte Carlo shows two strangers bumping  into each other. They follow this by starting an impromptu dance sequence. The TVC for Alpha shows a woman finding herself in various everyday situations and how she reacts to them. 

Both the TVCs consists of the same music which the brand hopes to become a signature tune for the brands.  

Commenting on the campaign,  Monica Oswal, executive director, Oswal Woollen Mills said, “Romance has always been an integral part of the Monte Carlo brand as signified by its tagline, 'It's the way you make me feel'. Our brief to the agency was to explore the various nuances of romance, especially if it is love at first sight where there is instant chemistry between a man and a woman.” 

Oswal added, “For Alpha we wanted the agency to explore the concept of an 'Alpha woman' who juggles multiple roles. But she's also someone with a strong personality who knows what she wants.” 

Commenting on the execution, Sambit Mohanty, executive creative director, Bates141, said, “It takes two to tango – that’s the simple premise of the Monte Carlo film. The dance moves also gave us space to showcase the brand’s amazing range in an interesting fashion. In the Alpha film, we wanted to showcase the fact that an Alpha woman is a perfect combination of style plus substance. She’s caring, she’s daring and she’s in a class of her own.” 

Vaasu Gavarasana, executive vice president, Bates141, added, “Monte Carlo & Alpha are iconic fashion brands. Our job was to up the ante as far as the style quotient is concerned. And the communication captures that in a dynamic, refreshing manner.”  

The films have been directed by Vivek Singh Chauhan of Lemon Yellow Sun Productions, Mumbai. The music is by Vipin Mishra. 

Along with the TVCs, the campaign also consists of a print, cinema, outdoor and online ads. 




National Creative Director: Sagar Mahabaleshwarkar

Executive Creative Director: Sambit Mohanty

Brand Manager (Monte Carlo): Anoop Dass

Planning: Sailesh Wadhwa

Account Management: Vaasu Gavarasana, Sandeep Handa, Shayan Chowdhury

Creative (Film): Sambit Mohanty

Creative (Press): Rajesh Gola, Vijay Simha, Swasti Ranjan Ray, Binoy Sarkar, Imran Rehman, Avik Bose, Abhishek Singh, Vishal Sagar, Sayan Sengupta 

Photographer (Press): AJ Raina

Film Production: Lemon Yellow Sun Films

Director: Vivek Singh Chauhan

Producer: Ravneet Mahajan

Music: Vipin Mishra

Campaign India

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