 "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
Photographer: Prasad Naik
Studio head: Ramakrishna
Retouching: Mishan Mathew
Production house: Rocketscience Lab
Directors: Vidya Sharma, Rajesh Thomas
Stop-motion photographer: Sarvesh Dami
Music: Nitin Dubey
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