Bates CHI & Partners launches new campaign to celebrate the free spirit of Indian women
Bates CHI & Partners India has launched a new campaign for Fusion Beats. Fusion Beats is a brand from the House of Creative Lifestyle and makers of 109°F and did not want to get lost in the ‘scramming for deals’ pitch that dominates the airwaves and news print these days.
“Amongst a rash of online fashion brand campaigns, we came up with an offline one that celebrates the free spirit of the Indian woman. And what better way than invoking the gypsy in every woman – the nomadic, wandering form, woven and crafted to embody her spirit,” says Asheesh Malhotra, President & Head, Bates CHI & Partners, Mumbai.
Rahul Mehta, Managing Director, Creative Lifestyle, elaborates further, “Our designers work very closely with the Indian woman and her fashion needs. We noticed that today, she is exposed to the best of fashion that the world has to offer – yet has a very strong need to make her own path. She takes great pride in the Indian sense of fashion and is looking at a mélange of both, Western and Indian sensibilities. That is our big story. To feed her imagination with an eclectic fusion of world design led by a strong Indian skew. Bates absorbed our brief and worked with our team at every step to bring out the true spirit of the brand, giving Fusion Beats a very distinctive look that will appeal to our audience, so she can adorn our range of bohemia to announce herself.”
Fusion Beats from Creative Lifestyle was launched 2 years ago. In the last season, it was positioned as a brand for women with a bohemian streak – women with a constant need for change and adventure.
Chitra Bhanu and Virendra Shinde, Creative Directors Bates CHI & Partners said, “The first Spring/Summer Collection presented this personality via the theme of Gypsies. Taking the subject forward this season, we captured the Bohemian by way of a Travel Diary. The journey of two urban girls in the heart of a folk land. A story of the rich and unique experiences they collect on their way. Making it a perfect fusion of the modern and the earthy.”
Sagar Mahabaleshwarkar National Creative Director, Bates CHI & Partners India added, “As a backdrop the need was to stay away from snow, as it would give a sense of English like winter. The task at hand therefore, was to show winter with a rustic feel. That’s why, Ladakh was chosen as a landscape. The mountains and the receding snow gave the right composition and light; while the rich culture of the place allowed one to experiment with styling. The style, be it the props or the accessories, was hugely inspired by the cultural ethos of Ladakh.”
The campaign has seen a tremendous response in the face of hectic online scrambling for deals and the company is already preparing to take this idea forward into the next season.
Credits – National Creative Director: Sagar Mahabaleswarkar. Creative Directors: Virendera Shinde, Chitra Bhanu. Client Services Director. Beena George. Photographer: Tarun Tarun. Stylist: Aditya Walia. Production House: Aditi Modelling, Anila Anand.
