Jabong gives a bolder, edgier push to its 'Be You' proposition
Fashion e-commerce platform Jabong has rolled out its largest ever brand campaign. The campaign is a contemporary take on Jabong’s positioning of ‘Be You’, celebrating diversity. The campaign is led by a TVC directed by London-based award winning film, creative & art director, Harvey B Brown. Brown has earlier created a fusion of high fashion and film collaborations with artists such as George Michael and Elton John, among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.
‘Be You’ has been Jabong’s positioning for long, which seeks to celebrate individuality. The latest campaign gives a more edgy touch to individuality through a series of visuals – a bearded youth sporting a nose ring, a girl using feathers for eye lashes, another girl wearing a shirt as a turban. The voiceover asserts non-conformity to the conventional and asks people to be themselves, stay irreverent.
With Myntra all set to be back on the web platform after being app only for a year or so and also getting active in its communication strategy to highlight the international brands available on the fashion portal, Jabong has got its competitive claws out.
Elaborating on the campaign, Sanjeev Mohanty, CEO & MD, Jabong, said, “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you ‘Be You’. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.”
Speaking on the theme of his latest TVC for Jabong, Harvey B Brown, said, “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalised fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”
Asheesh Malhotra, President, Head of Mumbai &Delhi, Bates CHI& Partners, remarked, “Fashion isn’t really understood well in our country. Most retailers and e-commerce aggregators have commoditised the category even further. Wearing/ selling bright, pretty clothes and putting them on chiseled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”
Srikanth VS, CEO, Bates CHI&Partners, India, added here, “It isn’t every day that you come across a client who poses the ultimate challenge to a creative agency, which is to come up with something that redefines advertising in that category forever. Jabong was one such client.”
Jabong is investing in a 360 degree marketing campaign starting June 2, extending across multiple media. The commercial will be on air across all leading channels in entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor and cinema presence. On digital, this campaign is being promoted across YouTube, Facebook and multiple other digital properties.
Creative: Bates CHI & Partners creative team
VS Srikanth - CEO
Asheesh Malhotra - President
Bhavesh Nainani - Account Director
Binita Tripathy - Senior Planner
Devika Sharma – Planner