Casual apparel brand, The Souled Store, has launched a campaign for its latest Supima tee-shirt collection. Conceptualised by Supari Studios, it features digital personalities Shayan Roy and Govind Menon who highlight the collection’s USP.
Each of the three films highlights one USP of the collection. The first showcases its fit as perfect, whereas the second sheds light on its durability being better than regular cotton. The final film showcases the softness of the product.
Sujoy Dutta, SVP, marketing, The Souled Store, said, “We had a great time partnering with Supari Studios on our campaign for Souled Store's Supima t-shirts. They showed the functional benefits of the range in a way that was engaging and showcased Souled Store's warm, endearing personality. We didn't have to choose between creativity and business objectives, which we loved.”
Victor Daruwala, creative director, Supari Studios, said, “Most ads have the creative liberty of time duration when it comes to delivering their message. We, on the other hand, had a hard stop of 15 seconds to say what we had to say. This made it challenging as well as interesting for our creative team to take a crack at, and the result was nothing short of genius. We managed to say what we had to by saying less, focussing on key product attributes, and using humour alongside a quick snappy edit to deliver the message.”