"Be yourself. Be true to who you really are" - Jabong says Be You

Top Quote Jabong.com launches second edition of their band campaign - Be You, celebrating individualism. End Quote
  • (1888PressRelease) April 08, 2015 - New Delhi : What is fashion? The definition changes with the era, year, continent, season etc. But what it does for us is a constant; provide us with a medium for self expression. Fashion is not just clothes we wear and the shoes we walk in. It is our non-verbal opening line. It is everyone's personal statement which goes,"This is who I am. This is what I believe in". Jabong.com, India's leading online fashion destination, took up the task of encouraging people to embrace their uniqueness, last year, with its 360 campaign - Be you. This season however, it goes a step further and shows what be you means for different individuals. The TVCs, which will be aired across various channels, have been creatively scripted and shot across length and breadth of India. They capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.

    Last year's campaign was a reminder, a knock on everyone's conscience. After one year of radiating this vision, Jabong adds to its philosophy of Be You .The TVC which will be aired across channels has been innovatively shot featuring the life stories of young individuals from different walks of life. The TVC hammers on the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

    On the launch of the second edition of the brand campaign, Mr. Praveen Sinha, Founder and Managing Director, Jabong.com, said, "Post tasting success with the launch of 'Be You' last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word."

    Created by Bang in the Middle,with different films, weaving different stories, this year's plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves. Here, Jabong celebrates each type of special, every kind of different.

    *Prathap Suthan, CCO, Bang in the Middle said, "Last year around when we launched the philosophy of Be You, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave themselves the freedom to stand up and be themselves. Leaders instead of followers. This time around, instead of a common philosophy, we are bringing to life stories of individuals. How they choose to live their lives. How they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever."

    Naresh Gupta, CSO, Bang in the Middle said "today fashion is just not an external style statement, it is how you live, the choices you make, the statement you want to make. It is not about rebelling, or being different for sake of being different, it is about living by your own conviction. We started the journey with the previous campaign; we are making an even stronger statement with this seasons campaign. We have tried to capture the new ethos of the young trendy Indians to make the brand the real fashion choice for them"

    This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what Be you means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs. An additional 60 second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders.

    The TVC is an ode to triumphant success Jabong has consolidated in a short span of time owing to a noteworthy response it has amassed since its inception.

    About Jabong.com
    Jabong.com is India's favourite fashion multi-brand e-store and caters to the fashion aspirations of modern India. With more than 1500 on-trend international high-street brands, sports labels to Indian ethnic and designer labels, there is everything and more for a consumer to choose from. The choice is huge. Read, over 150,000 styles. Besides collaborations with designers, international labels, Jabong.com also associates itself with major Bollywood blockbuster and brings in the new wave in fashion trends. Jabong.com offers innovative services like express delivery, 30-day return policy, open box delivery for prompt delivery and efficient service.

    For more information onto www.jabong.com

    Bang in the Middle is Gurgaon based communication agency that besides Jabong, also works for Dulux Paints, Zee News, Zee Business, Vimal, Oxolloxo, Diva'ni, Delhi Airport, Zovi, Honeybee Wax, Dynel Lights, Future Brands and Bhima Boutique among others. BITM works across the traditional advertising mediums and also across a host of new age digital mediums.

    Know more at www.banginthemiddle.com

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