Advertising has reached a whole new level of creativity in today’s world! Apart from the mainstream advertising, brands are also getting into developing new concepts and ideas and feeding new philosophies to people! The latest trending topic that has emerged strongly in the ad world is ‘Individuality’. The brands are utilizing the emerging ‘unique’ from the crowd and putting it in their campaigns in subtle manner.

Amazon, the leading e-commerce shopping platform has always been creative in terms of advertising and this time, it has actually come up with a campaign to give us a feel of Paris in Raiganj and Milan in Banaras. The new campaign is a portrayal of fashion as a unifier and a language that bonds Indian youth into a cult called ‘Citizens of Fashion’, which is borderless, nationless and a push towards unification and togetherness. The ‘Citizens of Fashion’ are the youngsters, who are quite ‘Desi’ within, nonetheless, they are breaking stereotypes and paranoia with their sense of style. However, the message that’s being planted in the mind of people is that the world is getting smaller and borderless and the tool that has been used as an underlining subject in the campaign is ‘Individuality’. Visually it’s a treat to see such a variety in terms of fashion, without any rules, which is a colourful break from something regular and conventional.

First, H&M started to promote the message of ‘sustainability’ using ‘individuality’ as their tool and now, we have Amazon, painting a picturesque scene with the same undertone of eclecticism and eccentricity. Both the brands have worked on two different concepts that have emerged from the same seed of ‘individuality’. And, if you remember, Jabong has recently placed itself quite comfortably in the market with its ‘Be You’ campaign, which again highlights the essence of being different, being self.

Created by Ogilvy & Mather, Bengaluru and directed by Arun Gopalan of Storytellers Productions, the campaign has been shot in Varanasi to remain true to its roots.

“Fashion belongs to everyone. It belongs to those who live in Paris. It belongs to those who live in Banaras. All you need is the desire to look stylish and fashionable. Amazon Fashion wanted to celebrate these citizens of fashion who live everywhere. In small towns. In big cities. Amazon Fashion wanted to become the destination for anyone who is seeking the latest style and famous fashion brands, online,” said Azazul Haque, ECD Ogilvy Bengaluru.

He further added, “The idea was to make brand Amazon Fashion edgy yet relatable. Extremely fashionable yet mass. So, came the idea of Parispur and Rioganj. People who are extremely fashionable yet earthy. The contrast of people in an extremely relatable backdrop behaving like the mass of India but dressed in high fashion clothes. People who turn Kamalapur to Parispur and Raiganj to Rioganj. People who are the citizens of fashion.”

The campaign is eye-catching with a feel of exclusivity and is being seen in all mediums like TV, Digital, Print and OOH. Overall, we would say that one should pick those yellow boots and wear them while visiting an exhibition or that black dress for a day out. Do what you like because ‘individuality’ is there to stay!