Jabong’s latest ad affirms fashion as a mode of unorthodox expression, and gets people talking
Campaign: Be You – The Couplet
Company : Jabong.com
Agency: Bang In The Middle
The film shows a couple living together in a metro. She is a photographer while he is a poet. The woman narrates their story and the stigma around their living arrangement. But unfazed, they go about their lives. When she works, he assists her. When he works, she fusses around him.
We see them helping each other, inspiring each other. We see them in different situations, in different clothes – all fashionable. They are seen at a wedding, at a party, on their old motorcycle, living their life on their own terms, doing things they like. We finally see them holding an exhibition – the pictures are hers while the words are his. The film ends with her saying, “Who says romance is an old idea? Be friends, be more. Jabong.”
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. Two more commercials chronicling journeys of the protagonist follow as well this season.
We are all familiar with invitations for office parties asking us to bring along “your significant other”. And that need not necessarily mean a spouse. But that’s where it ends, with Indian society yet to become comfortable with the idea of live-in relationships. So this ad collects the courage to showcase a live-in relationship without taking any sides, and leaves it to viewers to form their opinions. One of three ads in this year’s ‘Be You’ campaign, the ad thus looks at a young couple who has the courage to live life by its own rules, and through it shows how Indian society is changing.
But more importantly, the ad inspires lateral thinking and affirms fashion as a mode of unorthodox expression. And thus brings in Jabong, the fashion brand, and the role it plays in embracing and establishing new ideas, new fashion trends and new lifestyles. Fashion is not just clothes we wear and the shoes we walk in. It is our non-verbal opening line, and that is what Jabong reinforces with the second leg of its ‘Be You’ campaign. Says Prathap Suthan, chief creative officer of Bang In The Middle, “More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. And all you have to do is look around to find youngsters living life the way they want and successfully at that.”
Given that Jabong’s target audience is the 18-30 years age group, this ad will certainly find resonance with them. Quite a few fashion brands in the recent past, Fastrack for instance, have been bold enough to push the envelope and identify with new lifestyles and unorthodox ideas that need not necessarily find support from the mainstream. Jabong joins that courageous lot.