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Jack in the Box Worldwide creates FabAlley’s #Unfollow campaign

The disruptive digital campaign with comedienne Radhika Vaz kicks off with a video titled ‘What the F**k Should I Wear’

BestMediaInfo Bureau | Mumbai | January 28, 2015

FabAlley Click on the image to watch the video.

The recently launched disruptive campaign, #Unfollow, featuring comedienne Radhika Vaz, for India’s leading online fashion brand, FabAlley, created by Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, is witnessing outstanding response garnering lakhs of organic views and counting. The campaign, touted as one of the most bold and non-conforming in recent times, has crossed two lakh views for its launch video – What the F**k Should I Wear alone, so far.

The digital video campaign, created and produced by Jack in the Box Worldwide, comprises five videos- the launch video, What the F**k Should I Wear, which marked the beginning of shock and awe value among the audience, #Unfollow Uncomfortable, #Unfollow Pain, #Unfollow Fad and #Unfollow Skinny, each one equally provocative with an objective to amplify the effect of the brand’s message. A digital focused campaign, #Unfollow is currently being promoted on leading social media platforms- Facebook, Twitter, Instagram and YouTube, will continue to trigger interest with an aggressive yet differentiated content strategy. The campaign has been carried by various leading content platforms,,,,,,,, among others. As part of the Twitter strategy, the contest #BeAnUnfollower is the first, with more to follow in the coming weeks.

The video features a buck naked, angsty rant from Radhika, denouncing the sartorial pressures and stereotypes that women are expected to conform to. It encourages women to be comfortable in their own skin and to #unfollow anything that pulls them down for their choices. It discredits the banal connotations attached to fashion and establishes FabAlley as the shopping destination for quirky, smart and compelling women everywhere.

“Today, there are too many people telling us what to do, when to do it, how to do it and what to wear while doing it. Our campaign aims at encouraging young women everywhere to be Un-Everything. We want them to not be bogged down by what’s considered right or wrong in life. And in Fashion. We wish to assure her that nothing is worth her peace of mind or self-esteem. We want her to #unfollow” said, Tanvi Malik, Co-founder, FabAlley.

"Unfollow is about challenging the conventional lens of beauty and the clichés associated with it. Beauty is about retaining your individuality and appearance is something you build on top of it. Through this campaign, we wanted this message to come out loud and clear. The strategic objective of this campaign is to give a voice and a personality to FabAlley, especially, considering that most of the e-com start-ups only focus on a discounting or a transactional method”, added Abhishek Razdan, Executive Vice President and National Business Head, Jack in the Box Worldwide.

The Video:


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