Rupa Frontline has rolled out a campaign titled ‘yeh style ka mamla hai’ (it’s a matter of style) featuring actor Ranveer Singh to target the urban audience.
Conceptualised by Sideways, the film features Singh playing a chess match with a grandmaster. Singh breaks the silence of an intense match by dancing on the table and trying his wits against his opponent. The film aims to remind consumers to keep things stylish and fun, no matter what the situation.
Sameer Sojwal, creative head, Sideways, said, “Using celebrities interestingly always makes ads more memorable. So we used Ranveer in a new role - as a chess master. Through his infectious energy, we played up the effortless style and ease that Rupa Frontline stands for.”
Mukesh Agarwal, director, Rupa and Company, said, “We have consciously moved away from the traditional ‘boy-impresses-girl-and-takes-her-away’ kind of storyline with this TVC in order to be more relevant to today’s youth, who are our real target audience. Challenges are part and parcel of life. Rupa Frontline celebrates the human ability to smartly overcome these challenges without being too predictable or clichéd. Our customers have loved Rupa Frontline over the years and this is one of our ways to acknowledge their faith and trust in the brand.”
Co-founders: Abhijit Avasthi, Sonali Sehgal
Strategy: Rahul Jain
Creative: Sameer Sojwal, Misht Srivastava, Vaibhav Patil
Account management: Aditya Dhull, Aahiri Ghosh
Production house: Hungry Films
Director: Vijay Sawant
Executive producer: Dharam Valia