Grey Group India and premium lifestyle brand Shazé ask society to join the labellion

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Against labels.jpgShazé is a premium lifestyle brand with a wide range of products that defines bold expression. All Shazé creations are one-of-a-kind and are handpicked with a keen eye on finesse, craftsmanship and uniqueness.

Operating in the luxury and lifestyle space, Shazé’s initial task was to make its presence felt in a world that is dominated by labels. The insight identified was that labels subsume your identity, take away your sense of individuality and simply reduce you to being part of a herd. Hence, a call for self-expression with the baseline ‘Join the Labellion.’

Magazine_Ad-01.jpgMagazine_Ad-07.jpgMagazine_Ad-02.jpgIn the second year since it’s founding, it was time to give this wake-up call more meaning and to add a larger relevance to it by making fashion and lifestyle a political statement with greater social currency. Shazé’s new campaign borrows from our current societal truth and shines light on the innumerable bans, protests and stereotypes that are imposed on us. It aims to address and give voice to the simmering discontent we have all been feeling.

Samrat Zaveri, Managing Director, Shazé said, “As a brand it’s important for us to stand for a purpose. Since we are about uniqueness in design, our purpose has been to stand out against the herd mentality relevant in our society. Taking this a notch above, we make a statement at a deeper societal level as a brand and speak out against labels that confine us into these small herds. As a fashion and lifestyle brand, being able to express freely is key. Through this campaign we want to bring to light the futility of labels and the growing need to stay true to ourselves and stand our own ground.”

Grey has used the digital platform to launch its film ‘Against Labels’ which talks about this need to rebel against a society that is constantly curbing our self-expression, under the pretext of various labels and quickly pronounced harsh judgements. With the recent raid at a hotel in Madh Island, the ban on porn sites and beef as well as the rage against open letters, exposes the society we live in and the need to let ourselves be.

Dheeraj Sinha, Chief Strategy Officer, Grey Group South & South East Asia added, “We are trying to bring together a sense of bold self-expression and fashionability – a space where you can speak your mind and that’s a mark of fashionability. The mood of our times is such that brands need to have a point of view on what’s going on in the society. This allows us to root a fashion/luxury brand such as shazè into something deeper and meaningful. The line-up of shazè adds to this uniqueness and sense of bold self-expression.”

The print campaign takes a slightly different cut. As a society we are often too quick to judge and confine people to stereotypes, making us equally responsible for this repression of expression. What we don’t realize is that when we label, we become a label ourselves.

With its digital campaign, Grey got many of the influencers and opinion leaders to participate in this movement against labels. By striking the many labels in their own Twitter bios, they expressed their solidarity, urging people also to do the same and to Join the Labellion.

Commenting on the campaign, Sujala Martis, Vice President and Business Head at Grey says, “I think the timing for a campaign like this couldn’t be more right. At a societal level there has never been more stifling of expression and opinion. Also from a cultural lens ours has forever been a country where we are more interested in what the neighbour is doing and how we can judge/label that. It’s about time that this suppression is lost and boldness and fearlessness are celebrated for the virtues that they are.”

Credits –

Creative: Sandipan Bhattacharyya, Goral Ajmera, Sukanya Subramaniyan

Client Servicing: Sujala Martis, Prithviraj Shetty, Alethea Dmello

Planning: Dheeraj Sinha, Sonya Misquitta

Films/Grey Works: Samir Chadha

Production House: Future East

Director: Ashim Ahluwalia

Producer: Priyanka Banga

Company: Shaze Luxury Retail

Samrat Zaveri – Managing Director, Shaze

Shilpa Rathi: Head – Marketing & Public Relations

Namrata Bharti: Assistant Manager – Marketing

Vipul Arora: Head – E – Commerce