Numero Uno celebrates the uniqueness in every individual

Created by Hakuhodo Percept, the campaign has evolved from the brand name and the brand's core philosophy

BestMediaInfo Bureau | Mumbai | May 26, 2015

Jeanswear brand Numero Uno has rolled out a new campaign, 'What are you Numero Uno at?' The brand has been delivering fashion for over 25 years and the new campaign is part of its repositioning strategy to reach out to today's fun, intelligent and fashionable youth.

Conceptualised and created by Hakuhodo Percept, the campaign 'What are you Numero Uno at?' evolved from the brand name and its core philosophy. Through a dramatic yet insightful approach, it elaborates on the fact that there is a 'Numero Uno' quality in everyone and encourages each one to celebrate that uniqueness. Whether it is quirky, practical, interesting, funny or uncanny, celebrate and flaunt it boldly and fashionably.

With this, Numero Uno aims to put the spotlight on the common man by appreciating his un-celebrated Numero Uno qualities in a very stylish way. The campaign will be executed through a 360-degree approach with a focus on print, out of home (hoardings and mall branding) and cinema branding.

Narinder Singh

Commenting on the campaign, Narinder Singh, MD, Numero Uno Clothing, said, “Through this realistic and edgy concept and brand communication, we are creating a distinct identity and hope to set a new trend amongst the youth. The treatment complements the idea by capturing 'the New-Age Numero Uno achievements' by presenting them in a vibrant, lively and youthful manner.”

Shobhit Mathur, Executive Creative Head, Hakuhodo Percept, added here, “This campaign is evolved from the brand name Numero Uno itself and through this campaign we have elaborated on the fact that Numero Uno quality is in everyone and we encourage each one to celebrate the uniqueness in them. The overall feel of this campaign is very cool, candid, high on energy and fascinating for youth.”

Targeting the young fashion conscious consumers, the campaign also creates a brand new lingo of words which can also be seen in the dictionNUary. These words signify the Numero Uno expressions, such as if you are Numero Uno at 'taking free rides', the campaign celebrates that uniqueness by calling it 'Numero Uno at Freerideism'.

Credits:

Agency: Hakuhodo Percept

Client Servicing: Pamit Kapoor, Kavita Dhanuka

Creative: Shobhit Mathur, Amit Roy, Ajay Saini

Planning: Priya Mathur

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