People's spunky new campaign is a reflection of what young people want – to #StartTrending. Conceptualised by Happy Creative Services, the campaign marries the brand's target audience and the social media hype that has gripped the generation.
The latest campaign from the Madurai-based youth fashion house from Madura Fashion & Lifestyle also marks the launch of their spring-summer collection. Incidentally, this is the first time they have done a 360 –degree campaign since their launch in 2008.
Rashmi Shukla, Marketing & Merchandising Head - People, Madura Fashion & Lifestyle, said, "Our core consumer, the digital natives, are known to live online 24x7. We wanted to capture a slice of their life today. We love the fact that the video captures this in a very young, fun, trendy manner, and reflects all that People stands for."
The campaign shows ways to be trending on both social media and real life. While the digital savvy youth of today know how to trend online, they also need to dress smart to set a trend offline – which is what the basic premise of the campaign is.
"The People brand is an offshoot of Peter England and has been here for quite some time. What we wanted to do through this is to create a brand language which hadn't been done before. Also, we noticed how the youth use social media. We wanted to resonate this socially influencing life which shows how the youth want to gain attention through their fashion statement," explained Kartik Iyer, CEO, Happy Creative Services.
The campaign was launched through an extensive outdoor campaign, along with print and social media. To take #StartTrending further, the brand also released a stop-motion film for digital media and movie theatres. The outdoor hoardings follow a different format. While here also the billboard is divided into three parts, two of them show a style statement that can be copied. The third brings out the youthful attitude with lines like 'Follow me and I'll favourite you', or 'Step out feeling like a million views', or even 'Dressed to go viral'.
The TVC opens with a split screen showing three views. One shows a boy getting dressed to impress girls. While his looks change, a side screen shows the kind of look he is sporting – be it beach wear, or denims or even summer shorts. It changes to show him messaging his girlfriend and asking her not to get late. This serves as a reminder and she starts getting dressed, the focus now shifting to the girl. As she keeps experimenting with her looks, she chooses to click a selfie, thereby bringing in a touch of today's youth. She moves out and meets her friends who take selfies and instagrams them. The boy joins the happy gang at this point and their picture starts collecting 'likes' by the dozen. The video ends with the voiceover announcing: 'Dress to go viral. Start Trending with People'.
Abhay Bahugune, Brand Head, People, commented, "We're very excited with the launch of our first video commercial, which succinctly captures the lifestyle of today's young generation. This launch also comes at a time when the brand is growing at a rapid pace across markets, both online and offline."
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