Jealous 21, a women's wear brand from Indus League clothing, has launched a TVC, conceptualised by Bates CHI & Partners. The positioning, as the official statement suggests, has been arrived at to target the independent and carefree woman.
The film features a young woman getting out of bed just before 10 am. The narrative, in her voice, is a message to 'those those of you who think I should play it slow...'. She addresses those who say she should 'party less and listen more', try to tell her 'where to go and with whom, and when to get back', to her parents trying to find her a guy, to the guys trying to find her eye, to the girls 'who can't handle what I'm about'. She asks the world to 'butt out', as she steps out of the door in a pair of denims. A tattoo on her finger saying 'wild and free' underlines the message.
Shibani Mishra, CMO, Indus League, said, “We believe that the new woman is independent and self governing. The brand, in line with the attitude of the current generation, talks about how clothes reflect an individual’s persona.”
VS Srikanth, CEO, Bates CHI & Partners, added, “The television commercial was crafted around the attitude of the brand that matched the attitude of today’s young women, who are independent and carefree and can take a stand for themselves in the society. It is a nod too to the change in the fit story — going from denim wear that complements a woman’s shape to one that accentuates it. I’m confident that this campaign will strengthen the brand’s image as one that caters to women who are fiercely independent and unapologetic about it.“
The campaign will also straddle print, digital and OOH.
Client: Jealous 21
Agency: Bates CHI & Partners