First Economy has won the digital marketing and communications mandate for DreamSS, a versatile and round-the-clock loungewear brand recently launched by Shilpa Shetty Kundra and Sandeep Arora following a multi-agency pitch. The strategy used for the brand is to create a distinct positioning by introducing a new category of casual wear called “round-the-clock wear”.
In the teasers that preceded the launch of brand ‘DreamSS’ by Shilpa Shetty, her social accounts posted pictures that were inverted with inverted caption text too. This stunt gained considerable traction. The launched clarified the brand’s vision of ‘turning the world of fashion upside down’ by redefining fashion with function and convenience while looking good. The strategy was to introduce ‘round-the-clock’ wear as a category.
First Economy, founded in 2015, is an independent digital-first agency with some high-profile accounts on its plate. Spearheaded by Jigar Zatakia, Founder and CEO and Jeffery Crasto, Joint CEO, the agency took off promoting real estate brands at first and then steadily moved to industries such as sports apparel, clothing, hospitality, food, healthcare, fashion, lifestyle, film and various celebrity accounts.
Zatakia said, “Brands such as DreamSS are a perhaps the most important accounts for us, not only for the exposure it gets us but also because of the creative freedom and support we get from its founders, viz. Shilpa Shetty, which gives us room to breathe and flex our abilities.”