The TVC, conceptualised by Bang in the Middle, inspires the youth to be comfortable in their own skin instead of following fads
BestMediaInfo Bureau | Mumbai | September 16, 2014
Click on the image to watch the TVC.
Jabong.com, the online fashion portal, has launched a campaign titled 'Be You', to celebrate the trust Jabong has garnered in the past few years among the 'fashionistas'. The TVC, conceptualised by Bang in the Middle, in a rather unique way, inspires the youth to be comfortable with their own skin.
The TVC has been shot across many cities in India, capturing the personal styles of youngsters, and their emotions derived from the sense of empowerment and confidence from fashion. It showcases the latest styles and trends in clothing, shoes and accessories. The beautiful lines being recited in the background have been written by Prathap Suthan, CCO, Bang in the Middle. The lines are - 'This world has too many people, living other people's lives. It's like everyone wants to be someone else. Be this. Be that. Be someone you cannot be. Be someone you do not want to be. May be you want to be artist. An opera singer. An adventurer. A banker. A doctor. A tree hugger. A photographer. Who knows? Do what makes you happy inside. Do what makes you jump out of bed. Be real. Be true. Be yourself. Being You will never go out of fashion.'
Prathap Suthan
Elaborating on the idea, Suthan said, “The thought of being oneself isn't a radical deviation. It's something all of us have said and all of us will keep saying. It's also something a lot of world personalities have said and sung. 'Be You' is Jabong's affirmation of its vision to inspire and encourage the youth of India to be themselves, as they can be no one else. It's a simple yet profound statement. In a world that drives and compels the youth to imitate, follow and stand for shallow values, this is a more rooted and almost a counterpoint to typical fashion advertising. We believe there is a universal truth in this thought and its value, that will ring truer with youngsters. It's a call to unlock one's true potential. Being You will never go out fashion. It cannot. Who else will you be?”
Naresh Gupta
Naresh Gupta, CSO, Bang in the Middle, said, “Style is the core driver of the youth in India; they spend time, effort and money to craft the right looks. Brands in the fashion space do push style, but rarely make a deeper connect with the desire to be stylish. Jabong offers authentic experiences to the style seekers and makes them individually unique. The core idea of the campaign message is of appreciating oneself, going on one's own individual journey and being true to oneself. The peppy and upbeat 130-seconds long music score of the commercial is a youthful blend of melody, beat and meaningful lyrics. The visualisation 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.”
Praveen Sinha
Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Jabong 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 realise where their true identities lie rather than chasing the latest fad. We are encouraging the youth to fall back on what they already had since the very beginning. Our TVC 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 the fashion you carry around.”
The campaign has a 360-degree multimedia integration of television, print, outdoor and digital platforms.
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