Jabong.com, one of India’s fashion multi-brand e-store, has initiated a new brand positioning campaign titled “Be You”, to inspire the youth in India to have a unique fashion sense of their own.
The main idea behind the campaign is to make people appreciate themselves and be true to oneself. It aims to help people confidently express themselves, and carry an individual style quotient.
The campaign features a 360 degree multimedia integration of television, print, outdoor and digital platforms, created by Bang In the Middle, a creative advertising agency. It aims to celebrate the trust Jabong.com has earned in the past few years in the fashion industry.
The peppy and cheerful 130 seconds musical track of the commercial is a youthful blend of melody, beat and meaningful lyrics. The visualization of the song exudes a sense of freedom, individual journey and optimism that the brand has created through its offerings in the past few years. The song will be launched on various platforms like song apps, radio, and digital media.
The commercial shows how Jabong.com has reached to all corners of India and its success story. The advertisement, which will be aired across channels, has been innovatively shot across many cities in India, capturing the personal styles of youngsters, and emotions derived from the sense of empowerment and confidence from latest fashion trends.
The founder and managing director of Jabong.com, Mr. Praveen Sinha said in a press release, “Jabong.com is constantly innovating to churn out something new for its customers and this time we are not merely promoting clothes but a concept which never goes out of fashion.”
"'Be You’, allows the youth to realize where their true identity lies. Rather than chasing the latest fad, we are encouraging the youth to fall back on what they already had since the very beginning. Our TV commercial is very simple in terms of the message it plans to send out, be true to yourself not only in terms of attitude but also in terms of fashion you carry around,” he added. (GK)
