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Brand Factory makes a strong case for affordable fashion with Dontgetfooled

Brand Factory recently rolled out its ad campaign – #Dontgetfooled – which showcases two real life situations where the protagonist is applauded for a smart decision to get the best fashion at an affordable price. 

Several times in life we find ourselves in situations where someone has made obviously better choices than us or been more prudent, which make us wish we had been a little wiser with our decisions. “If only… I hadn’t got fooled into believing otherwise!” And there are days where we actually have the last laugh. The days we ‘One up’ on our friends and turn out to be the smart ones! 

Many times one finds that the deal one is receiving on the clothing stock is hardly reasonable. But due to lack of reliable options, people end up buying from the same place. But Brand Factory’s #Dontgetfooled campaign addresses this issue and provides a new age solution to it. Now, one can shop at Brand Factory and shop much more for less. 

Speaking on the creative ideation behind the campaign, Roch D’Souza, CMO, Brand Factory, explained, “Brand Factory stands for best brands and great merchandise at big discounts. Therefore, the objective of the films was to establish the brand as a brand of choice for the smart shopper, who will not compromise on the choice of shopping, but instead take a smarter decision to shop at a better price. The creative conceptualisation had to establish two equals in the same place at the same time and a situation which showcased one as a smarter shopper.” 

“The film is based on a strong human behaviour. So, when people accidentally wear the same apparel, they tend to react in a particular fashion. We took this behavioural insight and weaved it with quirky situations like Metro and Funeral, to ultimately showcase Brand Factory’s features,” said Sanjay Panday, Executive Vice President, Karma Advertising, which has conceptualised the campaign. 

Panday further said, “Brand Factory’s format is unique as it offers discounts on branded apparel 365 days. However, awareness on the same was lacking and the imagery projected had to be young and fresh, since they are the larger chunk of audience shopping frequently. So, focus on smart shopping by youth can be summed up as brief.” 

Speaking on the objective behind the campaign, D’Souza said that it was to resonate with the youth to look for avenues to shop for brands at best prices and make Brand Factory a brand of choice for smart shopping of best brands at discounts all year round. 

The campaign was released on digital, social and mobile platforms, including YouTube, Hot Star, Vdopia, FaceBook, as well as cinema halls across seven cities.


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