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Indigo Nation espouses 'Changeism' for youth connect

The new campaign of the youth brand of Indus League pays tribute to the various 'isms' of 'change'

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Indigo Nation espouses 'Changeism' for youth connect

Indigo Nation espouses 'Changeism' for youth connect

The new campaign of the youth brand of Indus League pays tribute to the various 'isms' of 'change'

Ananya Saha | Delhi | May 31, 2012

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Indigo Nation has come out with a unique 'Changeism' campaign that asks the youth about their favourite style or 'ism', whether it be 'Dudeism', 'Heroism' 'Trekkism' or any other 'ism' that connects with the 'Changeism' collection of the brand.

With the introduction of the philosophy of 'Changeism', the brand pays tribute to the only constant in the young Indian's life – change. It is a reflection of the ever changing trends, styles, beliefs and aspirations of today's youth. Although a new campaign, it is a way of life that Indigo Nation has always subscribed to.

Ajit Vishwanath, Deputy Manager of Marketing, Indus League, said, “If there is one word, one mantra that defines the youth today, it's change. One thing we discovered was that youngsters do not believe in permanency, for them life is all about change. So we came up with the concept of 'Changeism' and make it sound like a religion. There are many 'isms' under Changeism like Dudeism, Wassupism, Maverickism, etc. All of them connect with the youth.”

“Indigo Nation is for the Rockstar of GenY. Every 'ism' under 'Changeism' relates with the youth. The brand stands testimony to the only constant in the young Indian's life – change. Each 'ism' stands for a collection. For example, Blingism is the party collection, Dualism is the black & white collection, Checkoutism is the ubiquitous checks collection. For GenY, morals, dress codes, heroes, hangouts, girlfriends, beliefs, aspirations and definitions are all temporary and shortlived. This constantly changing attitude is what Indigo Nation has called Changeism,” explained Shibani Mishra, Chief Marketing Officer, Indus League.

Conceived by Temple Advertising, the campaign has been using print, outdoor and social media to connect with the youth. Speaking about the media mix challenges faced in executing the campaign, Vishwanath said, “Indigo Nation's campaign required a media that conveys various extensions of Changeism together. Single spots such as hoardings or island ads would not have done justice to the campaign theme. Hence, the campaign was activated through bus shelters where multiple 'isms' could be conveyed. It was done using Volvo bus branding and four-pager newspaper inserts in key locations of Bangalore. Facebook campaigns such as 'Individualism' that invited fans to create their own 'isms' has also met with success.”

Ananya@BestMediaInfo.com

Info@BestMediaInfo.com

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