Online fashion store Jabong.com has launched a new brand campaign adopting the theme 'Be You'. It involves a TVC, besides print, outdoor and digital legs. The campaign has been conceptualised by Bang in the Middle.
A clutch of fashionable young men and women form the body of the film. As a voice over narrates that there are too many people leading other peoples' lives, in the quest to be famous, rich and the like, these free-spirited young adults are shown being themselves. The film ends with the message that being oneself will never go out of fashion. Ergo, 'Be You'.
Praveen Sinha, founder and managing director, Jabong.com, said, “Jabong.com is constantly innovating to churn out something new for its customers and this time we are not merely promoting clothes but a concept which never goes out of fashion. ‘Be You’, allows the youth to realise where their true identity lies rather than chasing the latest fad, we are encouraging the youth to fall back on what they already had since the very beginning. Our TVC is very simple in terms of the message it plans to send out, be true to yourself not only in terms of attitude but also in terms of fashion you carry around.”
Prathap Suthan, CCO, Bang in the Middle, said, “It's also something a lot of world personalities have said and sung. Be You is Jabong's affirmation of its vision to inspire and encourage the youth of India to be themselves as they can be no one else. It's a simple, and yet a profound statement.”
Naresh Gupta, CSO, Bang in the Middle, added, “Style is core driver of youth in India; they spend time, effort and money to craft the right look. Brands in the fashion space do push the style but rarely make a deeper connect with the desire to be stylish. Jabong offers authentic experiences to the style seekers, and makes them individually unique.”
The soundtrack will be launched as song apps, on radio and on digital media, informed an official statement.
Creative agency: Bang in the Middle
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