Leo Burnett India has won the integrated communications mandate for Roposo a creator driven, live, entertainment commerce platform. It also created the first campaign which announces the new brand identity.
The brand, which is a business unit under Google-backed Glance, an unconsolidated subsidiary of InMobi Group will be handled by the agency’s Delhi office.
Roposo offers content creators a platform to express their creativity by making videos on different topics like food, comedy, music, poetry, fashion, and travel. It had recently launched India’s first digital destination for ‘creator-led, live entertainment commerce’.
The ‘Own It Now’ campaign, made by Leo Burnett India, showcases the new brand narrative through five creators across categories - music, fashion, comedy, dance and fitness. The film features - Komal Pandey, Krishna Shroff, Aadar Malik, Lisa Mishra, and Sushant Khatri, and the music for the film has been written and composed by hip-hop band ‘Seedhe Maut’.
Mansi Jain, Vice President and General Manager, Roposo, said, “We are at an exciting juncture for the brand where we are creating an innovative and meaningful offering for both content creators and users. Our aim to is to build a single platform for creators, content, and commerce to come together, within a live virtual mall like environment. Leo Burnett has demonstrated an excellent understanding of the cultural pulse and consumer behaviour and translated it into impactful ideas for the brand.”
Dheeraj Sinha, CEO and Chief Strategy Officer – South Asia, Leo Burnett, said, “Roposo not only has the homegrown advantage, it is one of the few premium hybrid apps that is bringing commerce and entertainment together through their tech and product innovation. This gives us the perfect platform to build a data driven strategic approach for the brand, using relevant cultural insights to build a powerful narrative that resonates with its audiences. Our first piece of work reflects this as we bring together some of India’s most powerful content creators to introduce the brands refreshed offering. We are very excited to partner with team Roposo on this exciting journey and look forward to charting the brands success story together.”
Rajdeepak Das, CEO and Chief Creative Officer – South Asia, Leo Burnett, said, “Roposo is one of the most exciting and immersive platforms for both the content creators and users. Our campaign ‘Own it Now’ reflects the passion and attitude that today’s generation embodies. By bringing together some of the best-in-class content creators, our film shows how creators and users can own the moment with the new features on Roposo. The brilliantly catchy track for the campaign done by popular rappers ‘Seedhe Maut’ perfectly mirrors the new generations confidence and hustler attitude.”