Rupa Frontline turns avenger, with style...!

Rupa Innerwear has created a new campaign for their flagship brand, Rupa Frontline. Instead of the vest, for the first time ever, the product being featured is the drawer, a garment that is worn both inside and just outside the homes and is popular amongst SEC B, C & D segments of the population, in the North. The campaign that was released in Big Boss, has been conceptualized by Scarecrow Communications. The film was shot in Pondicherry over 3 days.

The film opens on some hooligans defacing a soldier's monument with graffiti paint. The protagonist, sporting a Rupa Frontline drawer, spots them and warns them to stop. But they abuse him and escape in a SUV. The protagonist goes after them on a skateboard across the streets in a nail-biting pursuit. He comes head to head with the SUV. He jumps on the bonnet, sprays red graffiti paint on their windscreen, thus blinding their vision that eventually makes the vehicle crash.

Says Raghu Bhat, Founder Director, Scarecrow Communications, "Rupa Frontline has carved a distinct space for itself by sticking to 'social causes' as a theme. This is unlike all its competitors who are in 'looks' or 'humour' zone. We have carried forward the same theme to launch drawers through a clutter-cutting plot that is high on conflict and drama but added a touch of style to broad base the brand's appeal."

Says Arunava (Joy) Sengupta, Founder Director, Scarecrow Communications, "The execution of the film was a huge challenge. But shooting it in Pondicherry with a proven feature film director like Krish, was an inspired decision. We hope the film will shift the needle for Rupa Frontline in terms of sales and brand recall."

Credits:
Brand: Rupa Frontline Drawer
Client: Mukesh Agarwal, Rajnish Agarwal
Agency: Scarecrow Communications
Creative: Raghu Bhat, Manish Bhatt, Sarvesh Raikar, Prasad Jindam, Yogesh Rijhwani
Account Mgt: Arunava Sengupta, Khadija Attarwala
Director: Krish Jagarlamudi
Production House: After
Producer: Satish Fenn