Fashion brand People promises to get you 'trending'

Youth fashion brand People has rolled out a film titled '#StartTrending' on digital media and in cinemas.  The campaign is to promote its spring-summer collection and has been conceptualised by Happy.
 
 
The film shows several youngsters posting pictures of themselves in the clothing line by People on Instagram with eye catching statuses. The film ends with a voice over that says, 'Dress to go viral, start trending with People'.
 
Rashmi Shukla, marketing and merchandising head, People, Madura Fashion & Lifestyle, said, "Our core consumer, the digital natives, are known to live online 24x7. We wanted to capture a slice of their life today. We love the fact that the video captures this in a very young, fun, trendy manner, and reflects all that People, the fast-fashion brand stands for."
 
 
Abhay Bahugune, brand head, People, Madura Fashion & Lifestyle, added, "We're very excited with launch of our first video commercial, which succinctly captures the lifestyle of today's young generation. This launch also comes at a time when the brand is growing at a rapid pace across markets, both online and offline."
 
 
This is the first campaign People has rolled out since its launch in 2008. The brand is present in 40 cities in India with over 90 stores.
 
 
 
Credits
 
Client: People (Madura Fashion & Lifestyle)
Agency: Happy Creative Services
Chief executive officer: Kartik Iyer
Chief creative officer: Praveen Das
Chief operating officer: Siddhartha Roy
Creative director: Naren Kaushik
Art director: Vijay Kanagamathinathan
Copywriter: Megha Ramesh
Strategy: Ravi Bhat
 
Account director: Venkat Raman
Account manager: Leena Pirgal
 
Photographer: Prasad Naik
Studio head: Ramakrishna
Retouching: Mishan Mathew
 
Production house: Rocketscience Lab
Directors (film): Vidya Sharma, Rajesh Thomas
Stop-Motion photographer: Sarvesh Dami
Music: Nitin Dubey