Roposo 'Feel the Vibe' campaign blends shopatainment for Gen-Z

Roposo has unveiled its new brand campaign ‘Feel the Vibe’.

The campaign looks to bring the platform’s core proposition of ‘shopatainment’ to life, embracing the consumers’ need for self-expression, being on top of what’s trending, and celebrating their individuality.

It unifies the worlds of creator-driven Live videos across different genres and shopping, providing users and live streamers access to an array of novel and exciting experiences.  

The ‘Feel The Vibe’ campaign encapsulates the essence of Roposo through a brand film titled ‘Pretend Nahi, Trend Karo’. The video demonstrates how its target demographic, Gen-Z who tend to operate with a sense of Fear of Missing Out (FOMO), can be updated with the latest trends on the platform. It emanates from a deep understanding of the consumer’s desire to be seen and heard, stand out from the crowd, and most importantly, to never miss out on what's hot and what's not.

The campaign aims to convey Roposo's innovation, tailored to meet the changing evolving demands and insights of consumers, apart from creating awareness and fostering brand association. The campaign will be showcased on the corporate website as well as various platforms like the Play Store, AppStore, social media, and Glance Smart Lock Screen.

Roposo’s creator-led, interactive, Live shows immerse consumers in the most trending and unique pop-cultural and social moments across categories. These encompass a wide array of content formats, including vox pop, chat shows, live challenges, individual creator shows, multicasts, and game shows on entertainment, fashion, lifestyle, food and cooking, fitness, sports, comedy, dating and romance, art and décor, personal finance and more. At the same time, consumers can seamlessly switch to shopping for quirky and unique home products, and electronics, along with trendy and stylish apparel, shoes and accessories on the platform. These Live experiences transform consumers from being passive viewers to active participants. On Roposo, consumers can collaborate with and co-create Live experiences alongside their favorite creators and express themselves within vibrant communities of like-minded individuals.  

Mansi Jain, Senior Vice-President and GM, Roposo, said, “In addition to the growing popularity of Live video content, Live social commerce is poised to revolutionize how Gen-Z and millennials approach shopping in the future. Recent studies suggest that the market size of Live commerce in India could potentially reach up to $5 billion by 2025. We are pleased that Roposo is leading the way in ‘shopatainment’, and we are excited about the opportunities it brings.” 

“Roposo is a destination for everything that is trending and can be consumed in an engaging way. It offers the ability to track topical information, view Live entertainment videos, attend exclusive music performances and movie launches virtually, shop for quirky products, access the latest in the world of fashion, get recommendations from their favourite influencer, and much more. We believe in listening to what our consumers want, understanding how their preferences are evolving, and forging meaningful connections with them. ‘Feel The Vibe’ as a campaign aptly encompasses this emotion, wherein users and content creators alike will resonate with this strong sentiment of uniqueness,” she elaborated. 

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