Jabong.com has rolled out a follow up to last year’s ‘Be you’ campaign. A set of three TVCs look at what individuality means to different people. Two of the films conceptualised by Bang in the Middle have gone on air.
The films try to capture changing aspirations and personal styles of a young India looking to break free.
One of the film follows the story of an unmarried couple living together. The woman narrates their story and the stigma around their living arrangement. The nature of her relationship being frowned upon does not faze her. She goes on to talk about how different she and her significant other are, and how they complement each other. Visuals of the young couple in love doing what makes them happy support the narrative. The film ends with her saying, “Who says romance is an old idea? Be friends, be more. Jabong.”
Another film features another young woman, an artist by day and programmer who writes code for a living by night. She talks about her passion for adding colour to lifeless trees and how she does this for free. She notes that the joy of people calling her 'The rainbow girl' is priceless. The film ends with her saying, “Be colour, be happiness. Jabong.”
Praveen Sinha, founder and managing director, Jabong.com, said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the world.”
Prathap Suthan, CCO, Bang in the Middle, said, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys.
"The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: be leaders instead of followers.
"This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever.”
Naresh Gupta, CSO, Bang in the Middle, added, “Today fashion is just not an external style statement, it is how you live, the choices you make, the statement you want to make. It is not about rebelling, or being different for sake of being different, it is about living by your own conviction. We started the journey with the previous campaign; we are making an even stronger statement with this season's campaign. We have tried to capture the new ethos of the young trendy Indians to make the brand the real fashion choice for them.”
A 60-second version of the films will run online.
Creative agency: Bang in the Middle
Agency: Prathap Suthan, Neharika Awal, Manoj Deb, Naresh Gupta and Shweta Tandon
Client: Ruchika Srivastava, Amit Kushwaha
Production: Show And Tell
Still Photographer: Bikramjit Bose, Pankaj Anand
Still Production: Karma