People's new campaign tells viewers to #StartTrending

FP Staff • December 21, 2014, 11:53:54 IST

Youth fashion brand People has launched their spring-summer collection with a social media inspired TV campaign - #StartTrending. Conceptualized by Happy, the campaign explores the close relationship between fashion and social media, urging the youth to trend online as well as offline. #StartTrending borrows key elements from social networks to play with the online lifestyle of today’s digitally savvy youth. Advertisement Speaking about the campaign, Rashmi Shukla, marketing and merchandising head, People, Madura Fashion & Lifestyle said, “Our core consumer, the digital natives, are known to live online 24x7.

People's new campaign tells viewers to #StartTrending

Youth fashion brand People has launched their spring-summer collection with a social media inspired TV campaign - #StartTrending.

Conceptualized by Happy, the campaign explores the close relationship between fashion and social media, urging the youth to trend online as well as offline. #StartTrending borrows key elements from social networks to play with the online lifestyle of today’s digitally savvy youth.

Speaking about the campaign, Rashmi Shukla, marketing and merchandising head, People, Madura Fashion & Lifestyle said, “Our core consumer, the digital natives, are known to live online 24x7. We wanted to capture a slice of their life today. We love the fact that the video captures this in a very young, fun, trendy manner, and reflects all that PEOPLE, the fast-fashion brand stands for.”

The film is entirely shot using the stop-motion technique and showcases the entire collection with the help of different social networks the youth uses. So right from selfies, to group party pictures and everything in between, the ad tells viewers that they can now #StartTrending online and offline with People’s collection.

Watch the ad here:

Abhay Bahugune, Brand Head, People, Madura Fashion & Lifestyle commented, “We’re very excited with launch of our first video commercial, which succinctly captures the lifestyle of today’s young generation. This launch also comes at a time when the brand is growing at a rapid pace across markets, both online and offline."

Credits

Client: People

Agency: Happy

Chief executive officer: Kartik Iyer

Chief creative officer: Praveen Das

Chief operating officer: Siddhartha Roy

Creative director: Naren Kaushik

Art director: Vijay Kanagamathinathan

Copywriter: Megha Ramesh

Strategy: Ravi Bhat

Account director: Venkat Raman

Account manager: Leena Pirgal