Lifestyle launches three TVCs created by JWT Bangalore, focusing on the penchant of young consumers to recreate different looks with the same pieces of garments
Sohini Sen | Mumbai | April 28, 2014
Lifestyle has come out with a campaign to showcase their new Spring-Summer collection. But the focus of the campaign, created by JWT, Bangalore, is the option of ‘StylePlay’ or mix and match.
Taking inspiration from social media and the youth's affinity towards it, Lifestyle's StylePlay will address key fashion trends of the season with hashtags such as #neonpop, #lace, #tropical and so on. It tries to showcase the individuality of every young person who uses Lifestyle products.
Kabir Lumba, Managing Director, Lifestyle International, said, “Our marketing efforts are shaped by our desire to be always contemporary, stylish and relevant to our customers. Our latest campaign embraces the affinity of our customers to social media and their distinct fashion sense. #StylePlay urges customers to express individualism - a key trait of the youth of today - through fashion.”
While Lifestyle was one of the earliest entrants in Indian fashion scene, with the advent of me-too brands, all communication started to look similar. The creative team at JWT had to work around an idea that would differentiate Lifestyle as a style-enabler.
The campaign’s ideation and development is based on in-depth market research and focus group interactions with customers across cities. Studies revealed interesting insights on how customers style their clothes and how they prefer to wear them. One finding was that consumers today prefer to recreate different looks with the same pieces of garments thereby expressing their individuality and fashion sense. Hence, while a black dress worn with moccasins and a coat is a perfect work day companion, the same worn with towering heels and blingy accessories also is perfect for a dinner party.
This same insight has been used to create the pack of TVCs. The first TVC focuses on ladies fashion and shows a girl wearing the same attire as a dress, coupled with a skirt and then under a jacket. The men's fashion TVC focuses on creating three different looks by using different accessories with one common attire. A separate kids fashion range has also been designed which shows a boy and a girl going through a couple of different looks with just the change of one or two things in their clothes.
“While fashion is transient and passive, style is far more involving, engaging and individualistic. As India’s premier retail brand, Lifestyle is a style-enabler and our brief was to bring this alive in a fun and vibrant manner, which is the Lifestyle brand voice. We realised that the people whose sense of style we most admire put their own unique stamp on what they wear, giving it an unexpected and individualistic twist. They almost seem to ‘play with style’ to create a fun and fresh take on fashion. From this insight, an exciting term called ‘StylePlay’ was born, which became the expression that Lifestyle could own and spread as a unique point of view on style,” explained Priya Shivakumar, ECD, JWT Bangalore.
The idea of the campaign is to encourage people to add their own style twist to the latest trends and create something new. Clothes and shoes, atoles and accessories, one could play with all of these to sport a look that best express their sense of style.
The 360° campaign broke across print, outdoor, digital, radio and TV. Three distinct TVCs on #StylePlay have been launched in mid-April across major TV channels. Lifestyle, with its strong FB and Twitter follower base, will be using social media as well. They plan to engage consumers, social influencers and bloggers with contests and activations, leading into conversations around the trends.
Creative Agency: JWT Bangalore
National Creative Director: Senthil Kumar
Executive Creative Director: Priya Shivakumar
Copywriters: Priya Shivakumar, Alka Adhikari
Client Servicing: Anoona Janardhan, Tariq, Vigyaan
Production House: Alamara Films
Director: Vijay Prabakaran
Music Director: Karan Kulkarni