Amazon talks to the youth with ‘Citizens of Fashion’ pitch

22 Jul,2016

By A Correspondent


There was a time when you could tell by a person’s clothes if he was from the city or a small town. Now you can’t. Today, youth across metros, cities and small towns have access to top national and international fashion brands that reflect their global aspirations and style. Based on this insight, Amazon Fashion’s new campaign shows how fashion has become a unifier and a language that bonds Indian youth into a cult called ‘Citizens of Fashion’. A 3600 degree campaign encompassing TVC, Digital, Print and OOH, Citizens of Fashion portrays the new Indian youth who remain rooted within, but are breaking traditional stereotypes with their sense of style.


Shot in Varanasi, the two commercials show how Indians in every nook and corner are becoming increasingly fashion aware. Created by Ogilvy & Mather Bangalore and directed by Arun Gopalan of Storytellers Productions, the films are set to foot-tapping music and have slick cinematography.


Azazul Haque, Executive Creative Director, Ogilvy Bangalore said: “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.”


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.


Arun Sirdeshmukh, Head of Amazon Fashion said: “Amazon Fashion is one of the fastest growing stores on with a wide selection of over 2 million fashion products available across categories. Our fashion store has now become a one-stop destination that offers engaging fashion editorials, curated selection and a wide range of top national and international fashion brands. The new campaign reinforces our transformation vision in India as we bring the latest and exclusive in fashion to the doorstep of our fashion savvy customers across the country, including tier2/3 cities.”


Apart from the two TVCs, the campaign also includes a 95second digital film – a fashion manifesto that talks about a set of beliefs and attitudes, Citizens of Fashion live by. There’s also a first of its kind activation idea being executed. Watch out, Citizens of Fashion are going to surprise you again.




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