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Ranveer Singh learns new ‘moves’ for Rupa’s newest campaign

When it comes to premium innerwear, Rupa Frontline has always been among the brand leaders. However, with an influx of new players and brands emerging in the category, standing out among the competition has never been harder. Through Rupa’s newest campaign ‘Yeh style ka mamla hai’, the brand looks to break the clutter, while also speaking to a more urban audience.

The film, conceptualized by Sideways, features Ranveer Singh testing his wits against a chess grandmaster. In a fun twist, he reminds us to keep things stylish, no matter what the situation.
Here’s what Sameer Sojwal - Creative Head, Sideways had to say about the campaign: “Using celebrities interestingly always makes ads more memorable. So we used Ranveer in a new role - as a chess master.
Through his infectious energy, we played up the effortless style and ease that Rupa Frontline stands for.”

Commenting on the new television commercial for Rupa Frontline, Mr. Mukesh Agarwal, Director Rupa and Company Limited, says “We have consciously moved away from the traditional ‘boy-impresses-girl-and-takes-her-away’ kind of storyline with this TVC in order to be more relevant to today’s youth, who are our real target audience. Challenges are part and parcel of life. Rupa Frontline celebrates the human ability to smartly overcome these challenges without being too predictable or clichéd. Our customers have loved Rupa Frontline over the years and this is one of our ways to acknowledge their faith and trust in the brand.”  


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