CALAE redefines the plus size style with its latest digital campaign
Conceptualized by SoCheers Infotech, the campaign reinforces that beauty comes in all shapes & sizes and more importantly, from within.
CALAE, India's one of a kind plus size clothing brand for curvy women has unveiled its latest digital campaign conceptualized by SoCheers Infotech. CALAE has taken up the responsibility to reach out and empower and build confidence among the plus size women.
The Digital Ad starts of with Rhea the protagonist being interviewed by the editor of a high profile fashion magazine. The editor, being surrounded by fashionistas day in and day out, believes that anyone who should work in fashion should fit in to the runway looks. While Rhea is far from fitting into his perception of a “perfect fit”, she manages to change the way he perceives beauty and convinces him that beauty comes in all sizes.
“Around 20% of retail sales in women’s fashion are for plus-sized women. The average size of an Indian woman does not fall under the perceived bracket of being beautiful. We’ve grown up with some barriers in our head of how being healthy or fat does not equal to beautiful. While creating this campaign our aim was to break those barriers & create the conviction among the Indian women of being comfortable in their own skin and create a level of self assurance that beauty lies within” said Mr Mehul Gupta, CoFounder, SoCheers Infotech.
This innovative campaign was shot by Once upon a Film production.
“A woman's beauty has often been defined by the size she wears. Due to this, curvy women are often questioned about their lifestyle and appearances. At CALAE we truly believe that beauty comes in all shapes & sizes; also more importantly comes from within. We want to reach out to all the curvy women out there and re-define the idea of a “perfect-size” & what beauty truly means” said Yash Shah, Business Head, CALAE (www.calae.com)
Link: https://www.youtube.com/watch?v=005Xp8QNhSg
CREDITS:
Client: CALAE
Agency: SoCheers Infotech
Head of Office: Mehul Gupta
Creative directors: Jitendra Hirawat
Script: Rajni Daswani
Production House: Once upon a Film
Producer: Shalini Poddar
Director: Arjun Chandrakar
DOP: Akash Agarwal
Editor: Snehal Jagdale
Actors: Gaurav Kapoor & Aashna Bhagwani