Blackberrys apparel goes fashionably sharp in new campaign

The commercial conceived by MWG-Tag attempts to bring alive the “Go sharp” philosophy of the brand

Neha Saraiya| Delhi | October 21, 2011

Premium apparel brand Blackberrys, catering to formal and semi-formal wear for men, is out with its new TV campaign.  The commercial conceived by MWG-Tag is an attempt to bring alive the “Go sharp” philosophy of the refreshed Blackberrys brand.

On the brief given to the agency, Meraj Khan, Business Director, MWG-Tag, said, “With a lineage of making 'sharp' menswear for the last 20 years, the client felt that the time was just ripe to take the brand to the next level. In short, the brief was to refresh the positioning from 'Sure, sharp, smooth' and bolster the 'fashion' quotient and leverage the most intrinsic part of the old positioning of 'sharp' in the new campaign.”

The TVC flows from the perspective of the TG, assumed to be the sharpest in any given situation. The basic idea is that everyone and everything is cut to size in front of the protagonist that is reflected through the apparel brand ensembles along with the protagonist.

Explaining the approach to the campaign, Khan added, “The TVC seeks to enhance the fashion quotient of the Blackberrys brand. It is set in a surreal space where the entire wardrobe resembles an awards ceremony to give a sense of high life. The floating cameras, representing the paparazzi, chase our protagonist to take his picture, just like they chase a celebrity. And every time the cameras catch him, his attire changes. And he playfully dodges till he walks out of the walk-in wardrobe.”

Commenting about the campaign, Yogesh Tiwari, Vice-president, Sales & Marketing, Blackberrys, said, “The TVC brings alive the thought of 'Go sharp', our new tagline. It reiterates our position as a fashion brand.”

The TVC has also been moulded into a consolidated 360-degree campaign driven through a host of ATL and BTL mediums. The agency has also created a 3three-minute Blackberrys music track that can be downloaded as a ringtone by sending an SMS.

Neha@BestMediaInfo.com

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