Fashion ecommerce platform Jabong has collaborated with London-based film, creative and art director Harvey B. Brown to up its "Be You" positioning in its largest brand campaign so far.
The campaign is a contemporary take on Jabong’s positioning of “Be You”, celebrating diversity. The campaign is led by a TV commercial directed by Brown.
Harvey has earlier created a fusion of high fashion and film collaborations with popular singers such as George Michael and Elton John.
He is known globally for his well-acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines and Incredible India.
Sanjeev Mohanty, CEO and managing director, Jabong, said in a statement: “This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices.
"They want to be fashionable, yet not be slave to a trend. You could be skinny, plus sized, bold, short or tall - but you are who you are - and fashion helps you Be You. This campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context."
Talking about the theme of his latest TV commercial for Jabong, Brown said: “Fashion can be bold and brave and yet be within reach. Through this campaign, I want to break the stereotypes that limit the very creative expression that is needed to make a truly personalized fashion statement.
"Beauty in advertising is usually defined to fit set criteria. I wanted our styling to be contrarian and inspirational. So you’ll see young men and women wear shirts as colourful turbans, sweatshirts as pants, men’s trousers as women’s jackets, and so on.”
Jabong is investing in a 360 degree marketing campaign starting Thursday.
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