Future Retail's aLL looks to bust body myths with #SizeHappy

Future Retail has released a film for its fashion brand aLL that looks to celebrate all kinds of bodies.

 

Conceptualised by Brandmovers India, the film titled #SizeHappy aims to bust myths about body types. It stars belly dancer Anjana Bapat, fashion influencer Jacqualine Kiara Ledlie, and Sumit Gaddi, an art director. The trio take to the screen with fierce energy and urge viewers to be #SizeHappy.

 

Pawan Sarda, group CMO (marketing, digital and e-commerce), Future Group, said, “As a brand, we believe that size is nothing but a state of mind; we believe that everybody is special. Size happy says whether you are a size 0 or something else, you are happy. We intend on starting a conversation, bursting body myths and just celebrate every single body with #SizeHappy.” 

 

Suvajyoti Ghosh, chief creative officer and MD, Brandmovers India, said, “The #SizeHappy campaign focuses on so much more than self-love; a person is never defined by a number or a tag. #SizeHappy is fun and full of spunk but, at the same time, it leaves you with an important message of positivity and acceptance.”

 

Arijita Das, creative director, Brandmovers India, added, “This film is a great mix of fabulous and sass but it also makes you want to think about how we look at bodies at large.” 

 

CREDITS

 

Creative agency: Brandmovers India

Managing director and chief creative officer: Suvajyoti Ghosh

Creative supervisor: Arijita Das and Purab Saxena

Concept and script: Ishani Chatterji and Parnika Singh

VP (accounts): Nikhil Shetty

Strategist: Elroy Rodricks

Group account manager: Nehal Joshi 

Account manager: Shreya Bhalsod

Senior account executive: Bishaka Das 

Creatives (copy): Ishani Chatterji

Creatives (art): Avinash Kaushik 

Production house: Gostudios