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'Around the world in one Euro', says Rupa Euro

Conceptualised by Scarecrow Communications, the new campaign is shot in exotic horse farm establishing its tagline, 'Accepted by women worldwide'

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'Around the world in one Euro', says Rupa Euro

'Around the world in one Euro', says Rupa Euro

Conceptualised by Scarecrow Communications, the new campaign is shot in exotic horse farm establishing its tagline, 'Accepted by women worldwide'

BestMediaInfo Bureau | Mumbai | January 21, 2016

Rupa-Euro-TVC Click on the image to watch the TVC.

Euro, a premium fashion segment of Rupa & Company Ltd, a knitwear brand, has rolled out a new TVC titled 'Around the world in one Euro' to cater to the sensibilities of the modern youth.

The film opens with a young stud riding a bike along a horse farm where a sexy female trainer is mounted on a horse. Seeing her, he is tempted to ride the horse and asks her if he too can ride. The trainer shows him how, and then asks him to follow suit. The guy jumps up on the horse revealing his Euro brief, which entices the trainer. He gets off the horse and asks her, “how much?” She looks at him seductively and says, “For you it's free”.

The communication of new TVC has been developed around the already established tagline, “Accepted by women worldwide”, and has been launched on multiple platforms, including digital, to ensure maximum reach.

Speaking with BestMediaInfo.com, Raghu Bhatt, ?Founder, Scarecrow Communications Ltd, said, “Euro is one of the premium brands out of Rupa's bouquet. Before the brand came to us we have had the visual of how they have placed the brand earlier with a guy having a lot of lipstick marks and this has had a high recall among the consumers. The brand wanted to sustain that recall but with a twist this time. Hence we evolved the concept around the idea, 'Around the World in One Euro'. This is an extension to their last film.”

The brief was to retain the appealing factor of the brand with the male protagonist having lipstick marks. “Well, the above mentioned part was mandatory and the other one was not a brief bus an insight based on the market research done by the brand which highlighted the acceptance of the brand and how consumers recall the brand. Our focus was to just strengthen the thought and the brand recall,” Bhatt added.

The film is shot in an exotic location near Bangalore in the Kunigal Stud farms. The challenge was to maintain and be as careful with the horses. “This farm was established by Tipu Sultan and is now owned by Vijay Mallya. The horses there are very highly maintained. We had to plan it in a way that there are not much re-takes etc. hence it was planned and executed very careful,” Bhatt stated.

Rajnish Agarwal, Brand President, Rupa and Company, said, “Euro is a brand of choice for the sexy and fashionable, and with the new TVC, we aim to capture the mindscape of the modern urban youth, who aspire to be hot and happening in whatever they do. We believe that the new TVC will connect with our TG and inspire them to be stylish always.”

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits

Creative Agency: Scarecrow Communications Ltd.

Production House: Infiniti Films

Director: Vishal Mangalorkar

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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