‘Be You’ With Jabong
‘Be You’ With Jabong
‘I’m not a match, I’m not a catch, your mom won’t call me suitable!’
This is the line that introduces you to the latest campaign of Jabong! The new ad campaign by the leading Indian e-commerce giant continue with its lingo, ‘Be You’ and manages to break stereotype with the adoption of concepts like ‘Gender fluidity’ and ‘Diversity’. The campaign, ‘Be You’, is led by a TV commercial directed by London-based award-winning film, creative and art director, Harvey B Brown.
Brown has also done ads for brands like Mont Blanc, Swatch, D&G, Closer home, for IndiGo Airlines, Incredible India and has the credit of creating a fusion of high fashion and film with artists such as George Michael and Elton John among others.
“Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalised fashion statement. Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So, you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on” said Harvey Brown on his new venture.
Sanjeev Mohanty, CEO and MD, Jabong, added, “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be a slave to a trend. You could be skinny, plus sized, bold, meek, short or tall – but you are who you are – and fashion helps you Be You. This campaign celebrates their choices and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in the last few months, we are bringing the focus back to our brand.”
The commercial hit the television space on June 1, 2016, supported by a large scale outdoor cinema presence. It will also be aired on all the leading channels like entertainment, music, movies and sports. YouTube and Facebook and multiple other digital platforms are also promoting this campaign.