Jabong celebrates onset of autumn with 'What's in' festival

Online fashion brand Jabong has launched a digital-led marketing campaign ‘What’s in’ — a festival celebrating the launch of its Autumn Winter-2018 collection.

Set in a metaphorical fashion street, viewers witness a group of fashionable young men and women, jaywalking across the lanes and revealing some of Jabong’s finest collection of the season. Quick shots and edits from multiple locations allows the film to showcase a wide variety of latest global styles and trends, exemplifying ‘what’s in’ and fascinating the viewer.

Gaurav Kackar

Gaurav Kackar, Head of Brand, Jabong, said, “We are excited about the onset of the new season and the ‘What’s in’ festival is the manifestation of that excitement. The five-day carnival celebrates the latest in global fashion. During these five days, Jabong will launch and offer the Autumn Winter collection of some of the biggest global brands. The marketing campaign is focused on bringing forth the new trends and styles to our customers through relevant impact and frequency mediums.”

Serge Gianchandani, CEO and Founder, Moksha Creative Services, said, “It was very exciting to work with Jabong on this campaign. With this campaign, Jabong has brought in the new fashion season collection and the communication design of the What’s In film showcasing the latest global Autumn-Winter styles from around the world, which are now available on Jabong.”

The campaign is supported by high-impact and frequency mediums like radio and outdoor in key cities, further amplifying the reach of the campaign theme and message. The brand also collaborated with fashion magazines like Vogue and Cosmopolitan to showcase the latest collection handpicked by the fashion experts. The 45-second video has already garnered 23 million views on YouTube so far.

To celebrate the onset of the new season, Jabong has added 50,000 new styles from global premium brands. The fashion brand has also added 25 new global brands to add more freshness to its existing vast array of brands.

The campaign:

Credits:

Creative Agency: Moksha Creative Services

Creative Team: Serge Gianchandani, Akash Chopra

Account Management: Anish Mehta, Nitin Sharma

Director: Abhishek De

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