Campaign India Team
Feb 22, 2021

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

Watch the film conceptualised by Brandmovers India here

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.” 
Client: aLL
Group CMO (marketing, digital and e-commerce): Pawan Sarda
Lead - digital marketing: Nishit Vora
Senior executive, digital marketing: Rhea Didwania
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
Campaign India

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