Jabong.com directs new campaign ‘Be You’ towards the youth

16 Sep,2014

By A Correspondent


Jabong.com has unveiled a new campaign themed ‘Be You’ that inspires and encourages the youth of India to be comfortable in their own skin. The campaign features a 360-degree multimedia integration of television, print, outdoor and digital platforms.


The TVC which will be aired across channels, has been innovatively shot across many cities in India, capturing the personal styles of youngsters, and emotions derived from the sense of empowerment and confidence from fashion, the commercial showcases the latest styles and trends across clothes, shoes and accessories.


On the launch of the new brand campaign, Praveen Sinha, Founder and Managing Director, Jabong.com, said, “Jabong.com is constantly innovating to churn out something new for its customers and this time we are not merely promoting clothes but a concept which never goes out of fashion. ‘Be You’, allows the youth to realize where their true identity lies rather than chasing the latest fad, we are encouraging the youth to fall back on what they already had since the very beginning. Our TVC is very simple in terms of the message it plans to send out, be true to yourself not only in terms of attitude but also in terms of fashion you carry around.”


Created by Bang in the Middle, Prathap Suthan and Naresh Gupta’s creative agency, the campaign aims to celebrate the trust Jabong has garnered in the past few years with the fashionistas. The advertisement is embedded upon the same ground rules Jabong established over the years and is religiously following, delivering smiles at doorsteps.


Prathap Suthan

Prathap Suthan, CCO, Bang in the Middle said, “The thought of being oneself isn’t a radial deviation. It’s something all of us have said, and all of us will keep saying. It’s also something a lot of world personalities have said and sung. Be You is Jabong’s affirmation of its vision to inspire and encourage the youth of India to be themselves as they can be no one else.  It’s a simple, and yet a profound statement. In a world that drives and compels youth to imitate, follow and stand for shallow values, this is a more rooted and the almost counterpoint to typical fashion advertising. We believe there is a universal truth in this thought, and it’s value that will ring truer with youngsters. It’s a call to unlock one’s true potential. Being you will never go out fashion. It cannot. Who else will you be?”


The core idea of the campaign message is of appreciating oneself and going on one’s own individual journey, and be true to themselves. Feel good about oneself and confidently express themselves. The peppy and upbeat 130 second music score of the commercial is a youthful blend of melody, beat and meaningful lyrics. The visualization of the song exudes a sense of freedom, individual journey and optimism that the brand has created through its offerings in the past few years.  The song will be launched on various platforms like Song Apps, Radio and Digital media.


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