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Fusion Beats campaign shows the ‘bohemian’ in women

Bates CHI & Partners has conceptualised an offline campaign that celebrates the free spirit of the Indian woman

BestMediaInfo Bureau | Mumbai | October 16, 2014


Fusion Beats, a brand from the house of Creative Lifestyle and makers of 109°F, has come out with a new offline campaign, conceptualised by Bates CHI & Partners, to celebrate the true spirit of womanhood.

In this age when brands are being sold like groceries online, and fashion brands are being bought like vegetables, Fusion Beats decided to do something different. In its communication, the brand steers away from the online scramble for deals.

“Amongst the rash of online fashion brand campaigns, we came up with an offline one that celebrates the free spirit of the Indian woman. And what better way to do it than invoking the gypsy in every woman – the nomadic, wandering form, woven and crafted to embody her spirit,” said Asheesh Malhotra, President & Head, Bates CHI & Partners, Mumbai.

Sagar Mahabaleshwarkar Sagar Mahabaleshwarkar

Talking about the campaign, Sagar Mahabaleshwarkar, National Creative Director, Bates CHI & Partners India, said, “As a backdrop, the need was to stay away from snow, as it would give a sense of English-like winter. The task at hand, therefore, was to show winter with a rustic feel. That’s why Ladakh was chosen as a landscape. The mountains and the receding snow gave the right composition and light; while the rich culture of the place allowed one to experiment with styling. The style, be it the props or the accessories, was hugely inspired by the cultural ethos of Ladakh.”

Chitra Bhanu and Virendra Shinde, Creative Directors, Bates CHI & Partners, said, “The first Spring/Summer Collection presented this personality via the theme of ‘gypsies’. Taking the subject forward, this season, we captured the bohemian style with a travel diary of two urban girls in the heart of a folk land. A story of the rich and unique experiences they collect on their way, thus making it a perfect fusion of the modern and the earthy.”

Rahul Mehta, Managing Director, Creative Lifestyle, said, “Our designers work very closely with the Indian woman and her fashion needs. We noticed that, today, she is exposed to the best of fashion that the world has to offer – yet has a very strong need to make her own path. She takes great pride in the Indian sense of fashion and is looking at a mélange of both, Western and Indian sensibilities. That is our big story –  to feed her imagination with an eclectic fusion of world design, led by a strong Indian skew. Bates absorbed our brief and worked with our team at every step to bring out the true spirit of the brand, giving Fusion Beats a very distinctive look that will appeal to our audience, so she can adorn our range of bohemia to announce herself.”

The AD:

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Client: Creative Lifestyle

Agency: Bates CHI & Partners

National Creative Director: Sagar Mahabaleshwarkar

Creative Directors: Virendera Shinde, Chitra Bhanu

Client Services Director: Beena George

Photographer: Tarun Tarun

Stylist: Aditya Walia

Production House: Aditi Modelling, Anila Anand


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