Jabong ups its “Be You” positioning in its largest ever brand campaign in collaboration with Bates CHI&Partners India and director Harvey Brown

Jabong, India’s leading fashion ecommerce platform, is back in action with its largest ever brand campaign. 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 London based award winning film, creative and art director Harvey B Brown. Brown has earlier created a fusion of high fashion and film collaborations with artists such as George Michael and Elton John among others. He is known globally for his well acclaimed commercials for Mont Blanc, Swatch, D&G, and closer home, for IndiGo Airlines, Incredible India and many others.

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Speaking about the campaign, Sanjeev Mohanty, CEO & MD, Jabong said, “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, meek, 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. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand.

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.”

Asheesh Malhotra – President, Head of Mumbai & Delhi, Bates CHI& Partners said, “Fashion isn’t really understood well in our country. Most retailers and ecommerce aggregators have commoditized the category even further. Wearing or selling bright, pretty clothes and putting them on chiselled bodies is equal to fashion. Having spent a good part of his life in the industry, Sanjeev is very passionate about the category; his vision was very clear. He wanted to give fashion its due and redirect the conversation about fashion, which is beyond the fabric and talking to people who want to be fashionable and be comfortable with their bodies and not enslaved by trends. The team delivered a campaign which is rule bending yet not preachy.”

Srikanth VS – CEO, Bates CHI&Partners, India added, “It isn’t every day that you come across a client who poses the ultimate challenge to a creative agency, which is to come up with something that redefines advertising in that category forever. Jabong was one such client.”

Credits –

Devika Sharma – Planner