Zodiac Man returns after five decades

In a classic campaign conceptualized by FCB Ulka, the Zodiac icon, first conceptualized in the 1960s, is reincarnated to uphold the brand legacy

BestMediaInfo Bureau | Mumbai | April 28, 2016

Zodiac Clothing Co. Ltd. (ZCCL) recently launched its spring - summer 2016 collection by bringing back the iconic 'Zodiac Man' ? across its brands, Zodiac, Zod, Club wear and z3 relaxed luxury.

Ulka Advertising had created the legendary Zodiac Man in the 1960s for a brand that only made ties. The Zodiac man campaign catapulted Zodiac into a leadership status and positioned it as a classy and fashionable brand, with quality at the heart of what it creates. In its latest campaign for the brand, FCB Ulka brings back the magic of the Zodiac Man.

The reinvented version of the Zodiac Man for this summer retains the essence of the original campaign. The new Zodiac Man is more contemporary, even though he still talks about celebrating classic elegance. The summer collection of the brand offers linen wear and the campaign theme is that the Zodiac Man “does not simmer this summer, as he chooses from a range of finely crafted pure linen shirts, trousers and jackets” to keep cool. For the brand z3, the Zodiac Man looks forward to the lazy, hazy, crazy days of summer, choosing from a similar range of casual linen shirts.

Commenting on the campaign, Salman Noorani, President and Managing Director, ZCCL, said, “The iconic 'Zodiac Man' was created way back in the 1960's by my father and Bal Mundkar of Ulka Advertising. My brother carried this campaign very successfully through the 1970's and early 1980's generating tremendous recall for the brand. Today I am delighted to revive this advertising icon. Our new campaign reinterprets the Zodiac Man for modern times and makes him relevant across our brands – Zodiac, z3 and ZOD! Club wear.”

Jonathan Harries, Worldwide Chairman, FCB, who was actively involved in the campaign said, “One of the most refreshing things about being involved in the Zodiac Man campaign was being in the meeting with Salman Noorani. It's so rare to be in an advertising meeting these days, anywhere in the world, and having the guy who can say 'yes' in the room. In my opinion that's the best, most efficient way to get to great advertising.”

Haresh Moorjani, Executive Creative Director, FCB Ulka, said, “The Zodiac Man is one of the most memorable campaigns in Indian advertising.  When we decided to bring him back, it was quite a challenge to reinvent him for 2016. He had to blend machismo with sophistication, ruggedness with elegance. The campaign brings alive his personality across all the three brands; Zodiac, z3 and ZOD! But more than anything it is quite an honour to be associated with one of the most legendary advertising creations.”

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