‘Freedom of expression’ matters for Baggit

20 Apr,2015

By A Correspondent


Baggit has launched its new brand campaign titled ‘Play The Life Game!’ The campaign reinforces the ‘freedom of expression’ brand voice that represents Baggit. It will also be the anthem that forms the basis of all advertising and design work on the brand.


Baggit has developed an ardent set of followers across different age groups in India. Keeping this in mind, the 2015 Spring/Summer Collection is available in Baggit’s exclusive brand outlets and large format multi-brand stores across India, as well as leading on-line fashion sites.


Commenting on the campaign launch, Vicky Ahuja, Director Sales & Marketing, Baggit, said, “Baggit has always been associated with independent and strong personas. It’s time that we push the envelope further. We must explore more! We must be more! Each facet of you deserves to be nurtured and celebrated and through our campaign we want our customers to dig deep and rediscover their forgotten sides.”


Baggit’s creative agency Point of View Brandcom quoted, “When Baggit came to us for their annual campaign, and we really saw it as an exercise in crafting a ‘voice’ for a fashion brand. It is one thing to evolve a creative voice for a brand but quite another task to ensure that the creative expressions remain true to this voice. We wanted to break away from the ‘pretty picture’ approach that we’ve observed across categories within the fashion segment. It is not about being different for the sake of being different as much as it is about finding a relevant connection for Baggit in the life of its audience. Our campaign ‘Play The Life Game’ is an effort in this direction.”


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