TBWA\India rolls out 'Lallantop Lollypop' for MAKERS

In a category where almost every ad worships at the altar of unreal fashion gods – usually Bollywood stars – MAKERS wants to democratize fashion, providing a wide range of fabrics and ready to stitch packaging options that are affordable, yet come with the quality assurance of Raymond.

The campaign champions the everyday Indian – he is neither a hunk nor a Bollywood star, but he still manages to draw the attention of the world of fashion with his sense of style. Set against a catchy jingle that draws inspiration from folk songs from the heartland, it goes ‘Lallantop Lollypop’, and asks ‘Tu kaun hain saiyya?’

Ram Bhatnagar, Vice President – Emerging Businesses of Raymond Limited commented, “MAKERS as a brand is all about being relevant to the young, common man. We foresee significant scope of growth for the brand in the popular price segment across the nation especially given the style-consciousness and increasing aspirations of the Indian youth. The ‘Lallantop’ campaign is a way of connecting with this young audience, which is energetic, enthusiastic and colourful, all attributes that reflect in their day-to-day dressing style. Every element of the commercial reflects MAKERS brand values.”

Rahul Sengupta, TBWA\India’s National Creative Director said, “Fashion is not just the privilege of a few. MAKERS wanted us to democratize fashion. The story is of a regular commuter who turns heads with his style. The background track that simply can’t be translated cuts through with lyrics that are filmy colloquial pop.”

Aejaz Khan, Executive Vice President and Head of Mumbai operations added, “Initial feedback on the ‘Lallantop’ film is that it’s on its way to becoming an astounding success. The film is a beautiful amalgamation of earthy and rustic verbiage, with very high fashion visual imagery – at once chic and aspirational but also managing to hold on to an idiom which is very close to home.”

Having gained popularity among the masses ‘Lallantop’ is now being extended into the outdoor and radio medium. The brand is also planning to launch an extended version of the song in the near future.

The campaign first aired at the start of the ICC T20 World Cup in mid-September, but is now running nationally.

CAMPAIGN CREDITS:

Project Name: Makers ‘Lallantop’
Creative Agency: TBWA\India
Client: Raymond Ltd.
Executive Creative Director: Rahul Sengupta
Associate Creative Director(s): Shagun Seda Sengupta / Satyajeet Kadam
Art Director(s): Satyajeet Kadam
Copywriter(s): Shagun Seda Sengupta
Agency Producer: Hriday Dowerah
Client Servicing Director: Manish Tilwani
Group Account Manager: Avani Vaishnav
Sr. Account Executive: Alysha Dsouza
Director: Sunhil Sippy
Singers: Sharmishta Chatterjee and Supati Ranjan
Music: Amar Mangrulkar
Director of Photography: Dhimant
Production Company: Highlight films
Production Company Head Producer: N.Prakash
Executive Producer: Shrila Chatterjee
Media Agency: RK Swamy