H&M India has lifted the curtain on its festive collection with the third comeback of its festive campaign “Brighter Than Ever”.
With the release of the first Brighter Than Ever campaign in 2020, H&M India has released immersive narratives on the shared desire and hope to celebrate the way we used to. After two years, the world may be moving back to normal, but seemingly “normal” affairs such as games night with friends or a day in with our family, today, feel brighter than ever to us.
These prized personal versions of Brighter Than Ever are what the film highlights, with the character of a mysteriously magical Liftman to take us there with every character’s story-arc intended to represent the audience’s nuanced and personal preferences when it comes to making the festive season special.
Packed with magical realism, the film is set inside the artfully inspired universe of an old art-deco building’s manually operated elevator.
The Liftman, played by actor Jim Sarbh, transports each character to their prized personal versions of ‘Brighter Than Ever’. He magically opens doorways to exactly what the passengers of his elevator are in search of.
A young resident of the building who is setting base in a new city, played by actress Manushi Chhillar, is transported to the comfort and warmth she craves. A shy teenager, played by actress Chum Darang, is ferried to familiarity, while a fun-chasing influencer, played by actor and dancer Shantanu Maheshwari, is pulled into a very exclusive dance-party while the kids of the building are on the lookout for the next new adventure, and a party-loving couple, played by actress Isha Talwar and musician Zaeden, are surprised with an electrifying celebration.
Apart from fashion, this year, the festive collection also includes H&M Home pieces which the brand says are ‘100% Made in India’.
“Each year we continue to build the 'Brighter Than Ever' offering, giving it a new narrative that resonates with the ever-evolving times we live in. A visual delight with an undercurrent of magic, we’re proud to associate with such a diverse and talented star cast for this year’s campaign. With the desire to create the best offering for our customers, we are driven to provide a wide range of festive wear across categories that are stylish yet designed for everyday wear at incredible price points," said Amit Kothari, Regional Head of Customer Activation and Marketing – H&M South Asia.