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‘Be You’ and make your own fashion statement with Jabong

Bates CHI&Partners and Harvey B Brown have together conceptualised Jabong’s new ad campaign ‘Be You,’ celebrating diversity

BestMediaInfo Bureau | Mumbai | June 3, 2016

Jabong-TVC Click on the image to watch the TVC.

Bates CHI&Partners and London-based award-winning creative art director Harvey Brown, who have done world-class ads for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others, have co-created the Jabong’s new ad campaign adhering to its positioning ‘Be You’. The commercial hit the television space on June 1, 2016.

The campaign is a contemporary take on Jabong’s positioning of ‘Be You’, celebrating diversity.

Sanjeev Mohanty Sanjeev Mohanty

Speaking about the campaign, Sanjeev Mohanty, CEO and MD, Jabong, said, “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be a slave to the trend. You could be skinny, plus-sized, bold, meek, short or tall -- but you are who you are – and fashion helps you ‘Be You’. This campaign celebrates their choices and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.”

The campaign tries to inform its viewers that one should not shy away from following the trend, but should make his own fashion statement with bold choices.

Harvey B Brown Harvey B Brown

Talking about the theme of his latest TV commercial for Jabong, Brown said, “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalised fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”

The ad campaign will be promoted across television, digital, outdoor but radio.

Asheesh Malhotra Asheesh Malhotra

Asheesh Malhotra, President, Head of Mumbai and Delhi, Bates CHI & Partners, said, “Fashion isn’t really understood well in our country. Most retailers and e-commerce aggregators have commoditised the category even further. Wearing /selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”

VS Srikanth VS Srikanth

Srikanth VS, CEO, Bates CHI & Partners, India, said, “It isn't every day that you come across a client who poses the ultimate challenge to a creative agency, which is to come up with something that redefines advertising in that category forever. Jabong was one such client.”

The two-minute ad film is also made into a 45 seconds edit. In the ad film one will get to see various models posing in unconventional dresses and styling to show their unique identities. This concept brings out the brand’s positioning as all the models are decked up in a way which is very different. For example, a man is shown wearing a chain, nose ring, then another boy is shown wearing heels. Like this there are several examples of unconventional looks, which the models flaunt confidently.

The TVC:



Company: Jabong

Agency: Bates CHI&Partners

Account Management: VS Srikanth - CEO

Asheesh Malhotra - President

Bhavesh Nainani - Account Director

Planning: Binita Tripathy - Senior Planner

Devika Sharma - Planner

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