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Patanjali celebrates Indiapan in maiden campaign for apparel brand Paridhan

Patanjali's objective, through Paridhan, is to mould the old format of dressing into latest, more comfortable styles, for the Indian youth, while helping state handloom corporations and weavers

Harping on the brand values on which it built the FMCG empire, Patanjali has launched a campaign to introduce its apparel brand Patanjali Paridhan and provide a range of apparel for every Indian’s needs and wants.

The objective of the campaign is to carve out a special positioning niche for Patanjali Paridhan within the larger brand equity of Patanjali while retaining youth, modernity, fashion and trendiness.


The brand wants to bring Indian fashion fabrics and styles back into everyday life to prove that Indian fashion is best suited for our body type and climatic conditions, and to celebrate our rich and varied fabric heritage. The idea is to create a movement, ‘Tann Maan Dhan Indiapan’, to remind people of the rich heritage of fashion that we have surrendered in the blind pursuit of western fashion.

KN Singh, CEO, Patanjali Paridhan, said, “India was once one of the biggest exporters of clothing, textile and styles. With changing language and cultures every 200 km in India, one can see a blend of different weaves, textures and styles. Gradually, we have moved to adopting too much of western clothing and styling. The aim is to bring the focus and interest back to Indian clothing. Every outfit can be adapted for comfort and that is what we aim at doing. We are creating fusions and blends of different clothing formats and styles. Patanjali's objective, through Paridhan, is to mould the old format of dressing into latest, more comfortable styles, for the Indian youth, while helping the various state handloom corporations and the weavers. All of the products have been selected on the basis of colour scheme, mood board and quality defined by the global authority on garment quality. Even products and styles from all the Indian states have been given space on our shelves. Our prices are at least 60% less than the international brands. But the consumer has to try and use the product to know Patanjali's quality in the apparel range.”


The campaign has been conceptualised by L&K Saatchi and Saatchi. Anil K Nair, Managing Partner, L&K Saatchi and Saatchi, said, “Patanjali is a home-grown brand that has proven that Indian brands can achieve great success on its own. And on the back of this, Patanjali wishes to provide a range of world-class apparel for every Indian’s needs and wants, and that’s the philosophy behind the inception of Patanjali Paridhan. The brand is built on a strong foundation of values that include pride and respect for our cultural identity, being comfortable in our own skin, celebration of our rich heritage, providing value for money, and being aspirational. And also moving public consciousness from a western-fashion-orientation to ‘desi coolness and swag’.”

Kumar Suryavanshi, Executive Creative Director, L&K Saatchi and Saatchi, said, “Very rarely does one, as a creative person get a chance to work on a unique brief to build an indigenous fashion brand. I thank Patanjali Paridhan for giving us such an opportunity. The challenge was to maintain a balance between Patanjali's Indian values and fashion codes and sensibilities. The challenge was to bring alive the feeling of Indiapan while showcasing fashion, which has always been associated with international brands. I think we successfully managed to capture the soul of the brand and expressed it beautifully through visuals and the anthem. With the help of a super energetic team, we shot across the country to celebrate diversity in the brand’s offerings. We want people to take pride in Indian fashion and break conventions. We are very thankful to Swami Ramdev Baba who has agreed to play the pivotal role in the film and gave us a free hand to make this beautiful and evocative film.”


Ashish Naik, Executive Creative Director, L&K Saatchi and Saatchi, further added, “It was a pleasure to shoot this campaign as the clothes were vibrant and captured the true essence of India's diversity. The beautiful locations added to the charm of the campaign.”

The campaign will run on TV, print, outdoor, radio and digital platforms, including the social media handles of the brand.


The Video:


Brand: Patanjali Paridhan

CEO: K N Singh

Agency: L&K Saatchi & Saatchi

Managing Partner: Anil K Nair

CCO: Delna Sethna

Executive Creative Directors: Kumar Suryavanshi and Ashish Naik

Copywriter: Kumar Suryavanshi

Creative Team:

Avinash Murchawade, Prathamesh Bhosale, Divya Kataria

Brand Team: Peenaz Aspi Irani, Jennifer Mulchandani, Raj Sayani

Production House: Prodigious

Producer: Chahna Rupani, Shraddha Singhvi

Associate Producer: Rajdeep Rahi

Agency Producer: Vijay Vigamal, Sudhindra Mishra

Director: Shai

1st AD: Himanshu Mishro

2nd AD / DA: Ajay Nautiyal

DA: Shreesh Shirali

DOP: Gianni Gianelli

Gaffer: Arvind Shetty

Focus Puller: Alok Parmar and Sharad

Music Director: Arun Chillara

Lyrics & Voice Over: Kumar Suryavanshi

Singers: Soumya Chakrabortty, Akanksha Bhandari

Sitar: Bhupal Panshikar

Flute: Avadhoot Phadke

Santoor: Raghavendra Baliga

Tabla: Prasad Padhye

Chorus: Anusha, Chantelle, Rhiya, Hitesh

Arrangement: Arun, Rahul K, Adriel G

Sound engineering and Sound Design: Vipal Patel

Sound engineer (Asst.): Rahul Shinde

Studio: Octavius

Costumes: Kristy Decunha

Costume Assist: Pankhuri and Eeshita

Make Up: Elton Steve Vessoaker

Make-up Assist: Ravi Raj Joiya, Sahil Khan

Production Design: Navin Kenkre

Art Assist: Prakash

Post Producer: Sachin Amberkar

Offline: Shahnawaz Mosani and Akshay Mehta

Online: Gautam Indulkar

Colourist: Navin Shetty

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