Celio takes the music route with Emiway Bantai to woo GenZ

Laying emphasis on just how important it is to push beyond one’s limits by following one’s gut, premium French menswear fashion brand Celio India recently launched a new campaign – #CelioDoItYourWay. The brand’s first-ever music video, featuring popular icons Emiway Bantai, Ranveer Allahbadia, Umran Malik, and Naâman, has a catchy soundtrack.

Conceptualised by Havas Worldwide India, #CelioDoItYourWay is all about celebrating one’s individuality and doing things one’s own way. The song is meant to inspire people to take risks, go after what they want, and explore their passions, especially in a world where mundane herd thinking is the norm.

Watch the ad film:

https://www.youtube.com/watch?v=GxbzpNIxT7o

Hailing from a humble background, with nothing but sheer determination and talent to rely on, Emimay Bantai turned out to become one of the biggest independent musicians in India. Ranveer Allahbadia, also known as BeerBiceps, is India’s biggest podcaster, social media entrepreneur, investor, YouTuber and youth icon, who battled his own demons and eventually defeated them, emerging as a strong digital creator, entrepreneur, and an inspiration for young India. Umran Malik began playing cricket in his community at an early age, without any proper tools, equipment, or training. Today, he is one of India’s fastest bowlers. Naâman, a French reggae musician, too, realised that his love, passion, and devotion lies in reggae music and took it upon himself to contribute to the trajectory of the genre, by writing and singing his own songs.

The energetic music has been composed by famed Mikey McCleary, and rapped by Emiway in signature Bantai style. The video features how all three of them, who are wavemakers in their respective fields, made it in life by following the paths they defined for themselves. The music video also features Naâman, adding to the key messaging of the campaign by being a pioneer of his craft.

On the launch of the campaign, Satyen Momaya, CEO, Celio India, said, “We are excited to announce our latest campaign, ‘Do It Your Way’, which celebrates men who break the odds and deviate from conventional ways. Today’s generation of young artists, athletes, and social influencers are carving their own journeys and taking pride in doing things their way. As a brand, we celebrate this spirit and aim to bring you the best of both Indian and French artists through this campaign. Our French heritage has always been a source of inspiration for us, and we are proud to highlight the differentiation we bring to the Indian menswear fashion scene. Celio understands the young millennials and Gen Z, and our merchandise collection is designed to help you express yourself in your own unique style.”

Emiway Bantai said, “It was so easy for me to resonate with #CelioDoItYourWay campaign because it became a medium for me to share my personal journey. It was great working with like-minded people, who just like me, believed in themselves through all odds thrown their way.”

“I believe in people taking individual liberties towards actions that feel right to them without fear or judgement. This is what the campaign means to me, and is always going to be special because it hits right at home, said Ranveer Allahbadia.

Umran Malik added here, “Celio is a brand that believes in doing things differently. The new #CelioDoItYourWay campaign celebrates this belief with a video that showcases the versatility of the brand in engaging communities through music, art, and more.”

On working with the brand on the music Naâman said, “It’s a delight to be part of a campaign that embodies the concept of breaking the stereotypical moulds to portray ourselves in our own ways. Working on the song with such immensely talented people was a privilege.”

Bobby Pawar, Chairman & Chief Creative Officer, Havas Group India, commented, “We believe great brands are those that make a meaningful difference in people’s lives. It could be through a powerful thought, actions, or a combination of both. For Celio, we found it in a point of view that inspires people to forge their own path, to define success on their terms, to go off script, to go from having a herd mentality to having a ‘heard’ mentality (that is, listening to your heart). The best part is that this is very much a part of Celio’s DNA. The question was how do we express it? Not as a campaign, but by creating pop culture by collaborating with four people who made it by doing things their way. Their stories were told in what is one of the greatest mediums for telling personal stories, hip-hop. I’m grateful to our clients; Satyen, Stanton, Suparna, and their teams for not just backing the idea but being amazing partners in crime.”

The video, directed by Raylin Valles, and produced by 10 Films, is now trending across social media platforms such as Twitter and Instagram.