Roadster rides upon a new brand campaign- The Road is Waiting
Roadster, one of the leading casual outdoorsy lifestyle brands in the country, just launched a new brand campaign - The Road is Waiting. The integrated campaign reinforces the brand’s promise as a trusted highway companion for the young and restless. The commercial, created for TV and digital, is a rallying cry to explore the road and it’s multitude of experiences, drawing straight from the brand’s signature state of constant transit.
The commercial introduces viewers to “the gap in the world”, a special place in the world outside that waits to be claimed by you and me - those guilty of being caught up in the hustle of everyday life. This space is full of stories and experiences that is forever reserved for its intended owner. The underlying brand message is simple; that the highway life is incomplete without those who live through it and with this campaign; Roadster looks to call out to the viewer, egging them to find this gap and fill it.
The film treatment feeds into the spirit of an open invitation - from the different, youthful voices in the narrative, to the protagonists breaking the fourth wall to acknowledge the viewer as they consume the experiences on screen and not in person. The messaging speaks of Roadsters making experiences happen for them, as against simply being at the right places at the right time.
It’s worth noting that the film was shot entirely in India - a call the brand has taken thus far for every campaign, so that the depicted experiences are within easy reach for the Indian viewer. This sentiment of accessibility has always been close to the brand’s heart and reflected in the campaign’s social media legs.
The previously male-centric and individualistic brand persona has also grown to include those who identify better with group experiences, not to mention a growing focus on female roadsters that has made Roadster, the largest selling brand on Myntra.
Commenting on the new brand campaign, Gunjan Soni, Head, Jabong & CMO, Myntra, said, “Roadster has created a unique positioning in its own right and emerged a winner. This 360-degree campaign, while focusing on the brand story, also focuses on the brand’s product offerings. We want to be top of mind when a consumer is thinking of a great wardrobe fit for his or her journeys on the road. This campaign is a tribute to those passionate explorers who have treaded paths less explored and is an inspiration to all those who aspire to experience it.”
Manohar Kamath, Chief - Myntra Fashion Brands said, “Roadster is one of the fastest growing apparel brands in the country today and its brand philosophy lies in waking the explorer within, helping people experience and realizing their passion for the road. The new campaign beckons the viewers hoping to entice them and make them enthusiastic to go on a journey themselves. We have strategically looked at ensuring the brand message and its product offering comes through effectively by using diverse set of mediums including TVC, OOH and Digital.”
Roadster is known for its innovative campaigns from the past such as the GTFO (Get The F*** Out) campaign with actor Ranveer Singh and the ‘PocketMan’ campaign – a live human experiment to interactively demonstrate how a person could live entirely out of their jeans for 48 hours. Pocketman’s innovative campaign also won Bronze at the Effies 2015. The one of a kind social experiment “RoadsterRoadtrip Experience project” won a bronze as well. Today Roadster has established itself as the bestselling brand on Myntra through a product range (including denims, trousers, shirts, tees, footwear and more for men & women) that is rapidly growing in popularity among its young audience.