All About You, Bollywood actor Deepika Padukone's fashion label in association with Myntra, has launched its first brand campaign. A film for the brand has been conceptualised by McCann Erickson.
It adopts the theme #TereSaathTu (When you're with you), which is also manifest in the soundtrack. It tells three stories, of three different women, in parallel. One of them is Padukone, playing herself.
Padukone reads a script moments before delivering a talk. She thoughtfully reads the words on several sheets of paper and makes changes, when she is called in by the crew on stage. She leaves the script behind as she takes stage to address the live audience, her pensive expression giving way to a confident smile.
The second story is of a young lady on her way to teach music. The film captures her journey through the streets on a tram to her big moment, concern writ all over her face, indicating that this may be a new beginning. When the time comes, she steps in with confidence, striking the right note with the school children before her.
The third short tale is of another young woman. The film shows her taking time to pick a dress to wear and head out. Crossing a river on a ferry, she reaches her destination, expectant. She's there to meet a young man, it is revealed. Next to the sea, she goes down on one knee and proposes with a ring. Her concern is soon replaced by tears of joy.
The film ends with the brand's message 'All About You', as the soundtrack signs off with 'Tere Saath Tu'.
Gunjan Soni, chief marketing officer and head, international brands business, Myntra, said, “Today’s fashion buyers do not compromise comfort for trend. With apparels being increasingly considered as a powerful medium of expressing oneself, personalised fashion is slated to be the next big thing. The new campaign, crafted around Deepika’s fashion philosophy, ushers a seamless connect with the youth. We are delighted to join her journey in creating fashion which does not diminish but nurtures an individual’s style statement."
Alongside the digital film of two minutes, a cinema version of 60 seconds will be run. The TVCs will be 40 and 30-second edits of the longer film.
Client: All About You and Myntra
Creative agency: McCann Erickson (Mumbai)
Director: Amit Sharma
Production house: Chrome Pictures