Myntra's 'All About You' pays ode to today's woman celebrating her life and choices

All About You (AAY), one of Myntra’s fashion brands for women, has launched a digital ad film with Bollywood’s Chitrangda Singh. The 50-second film, made for digital and social platforms, is an ode to the woman of today, celebrating her life and choices.

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The AAY woman is a thinking woman with an eclectic choice in fashion, one who is expressive and innately stylish, guided by a unique sensibility in textiles, prints and treatments. Her clothing choices act as reflection of her socio-cultural preferences. With the festive season on, AAY’s new brand film will create enthusiasm and affinity for the brand in the heart and mind of every woman who is expressive and individualistic yet rooted. The campaign is also an ode to the brand’s AW21 collection expressing solidarity and a reminder that no matter what, All About You is always with its customers. 

As a brand that focuses on attracting women consumers with a relevant fashion-forward offering, Singh epitomises the brand DNA of celebrating authenticity and inner strength.

In the film, Singh represents a woman who celebrates herself, her inner strength, independence and authenticity. Viewers witness Singh in a 50-second film that is set in a beautiful heritage space, called the Royal Opera House. Singh exudes elegance and style as she saunters around the space, admiring its opulence, while appearing absolutely stunning as her outfits transition from a set of western to some traditional Indian attire. The refined background music adds to the magic of the narrative that appears as a voiceover and relates to the women of today who celebrate themselves in a unique way every day, being joyful, calm and composed, journeying with her charisma and panache, wherever she goes.

Manohar Kamath, CXO and Chief, Myntra Fashion Brands, said, “This campaign has been conceived to create aspiration for ‘All About You’ by outlining some of its characteristic traits in an expressive and engaging manner. It is, therefore, rich in its adoption of culture, style, attitude and opulence, delivered unequivocally by the charming Chitrangda Singh, whose personality shines through a balance of being bold, authentic, and uncompromising that perfectly fits with our brand values. This couldn’t have been delivered at a more appropriate time than the current festive season, catering to consumer demand for traditional, evening wear and winter wear.”

Singh said, “Working on the ‘All About You’ film and being associated with it has been a pleasure, especially because the brand advocates strength, authenticity and individualism — the values that I resonate with as a person. I thoroughly enjoyed shooting for the film in the stylish western and Indian traditional outfits, as they are comfortable and resonate with my style.” 

The AAY brand campaign is a digital brand campaign with emphasis on social media, including, AAY SM handles, Myntra Brand Day, OBS, Myntra SM Handles, including Instagram, targeting women in the age group of 25-35 years, especially those who are expressive, individualistic, charismatic, rooted and inspiring.            

Credits:

Creative Agency: Exceed Entertainment

Production: DK Talkies

Video & Images: Santosh Mishra

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