Closeup asks you to #BreakTheBarrier for Valentine’s Day!

 Closeup has always stood for freshness and confidence- the confidence to overcome self doubt and express yourself. This Valentine’s day, the brand takes their communication a notch higher with their new video#BreakTheBarrier. The video urges people to go against the norm and express their feelings. The video conceptualized and produced by The Glitch, encapsulates 3 striking instances of breaking societal barriers, celebrates instinctive moments of chemistry and of course first moves.

Closeup #BreakTheBarrier Video Link: 
https://www.youtube.com/watch?v=CmWxCQXALfg

Speaking about the campaign, Prachi Maroo, Business Director at The Glitch said, “The challenge with this campaign was to be authentic while localizing a global thought. It was a great opportunity for us to start a dialogue with the society at large about going beyond what's perceived to be normal love. We felt like this was a best fit for a brand that gives people the confidence to come together irrespective of any barriers.” 

Further adding about the campaign, Sunetro Lahiri, Creative Director at The Glitch, “A brand like Closeup that thrives on freshness can remain fresh only if it stays clued in to what's current socially and societally. What drew me to this project was the opportunity to tackle social mores like ageism, homophobia in a subtle statement that's effective yet not activist in nature. All it took was an inward look into our own personal stories and barriers and letting that form the larger statement. You hit the branding sweet spot only and only if you tell authentic, true, relatable stories that fuse seamlessly with the brand's larger mainstay.”