Tag: Brave New World

Hrithik Roshan finds reasons to shop in Myntra’s ‘End of Reason Sale’ campaign

Mumbai: Myntra has launched a marketing campaign ahead of the fifteenth edition of its flagship, ‘End of Reason Sale’ (EORS), scheduled to be held between 18 to 23 December. The tagline for the campaign ‘Ab Har Koi Reason Chalega!’ sums up the proposition of the event, while urging consumers to shop with just a reason, however silly the reasons might be.

Conceptualised by Brave New World, Myntra will be launching 15-second ad films, starring an existing band of celebrity ambassadors, such as Hrithik Roshan, Dulquer, Simbu, Vijay, Kiara Advani, Disha Patani, and Samantha.

The storyboards of the ad films conform to the tagline ‘Ab Har Koi Reason Chalega!’ with the ‘Reason to shop’ taking centre stage in the ad films, viewers can witness their favourite celebrities making up reasons to shop on Myntra. Hrithik for instance, uses his new hairdo as an excuse or reason to shop, Samantha uses an unknown holiday destination and installing a new mirror as reasons enough to shop, it pains Bhuvan to witness two of his wardrobe hangers without any clothes and he decides to shop to have them occupied. Bhuvan also stars in an ad film where he chooses to shop for colours that he thinks his pet dog can identify and appreciate. Thus, the ad films use reasons, small and big, as examples to induce shopping among viewers, ahead of EORS-15, with quirky thematic storytelling helmed by its celebrity ambassadors.

In order to drive buzz and salience for the property, Hrithik, Kiara lead the Hindi TVC’s, and Dulquer, Simbu, Vijay, and Samantha add a touch of southern flavour to their respective scripts. The films will be streamed across multiple leading TV channels, social and digital platforms.

While Hrithik will be seen on TVCs and digital ad films promoting the men’s apparel category, kids and footwear categories, Vijay, Dulquer and Simbu will promote the men’s fashion category in regional edits. Kiara will front Women’s western wear, Disha will lead the beauty and personal care category, while Samantha will lead Women’s ethnic wear as well as accessories.

“Our marketing campaign for the upcoming edition of EORS has been developed keeping in mind the new-age lifestyle consumers who are both fashion-conscious and social media savvy,” said Myntra vice president Achint Seti. “This has prompted us to focus extensively on our social commerce platform, including M-Live to engage with our audiences at scale through their favourite celebrities and influencers.”

“Apart from this, our TV ad campaigns with celebrities, help us reach every part of the country and demography, with the central message of the campaign, that urges shoppers to have a reason to shop, no matter how silly, captured effectively in the ad. This is one of the biggest marketing campaigns that we have put up for EORS and we are expecting to reach ~200 million people,” he further said.

The brand recently forayed into social commerce at scale, by launching M-Live which enables a real-time video-enabled, interactive shopping experience, guided by influencers and experts. EORS-15 will witness M-Lives with celebrities and influencers on Myntra-Studio alongside a heightened influencer engagement program at Myntra across all social media channels.

December 10, 2021
Indian Terrain awards integrated creative mandate to Brave New World

MUMBAI: Creative agency Brave New World will now lead the integrated communications mandate for menswear & boyswear retail clothing brand, Indian Terrain. The agency has been entrusted with creating an integrated brand presence across its mainline advertising, store communication, online presence, and social media.

“With the company at its 20-year mark, we were on the lookout for a partner who could help us grow our foothold in the mens and boys segment while creating an engaged audience base on our social platforms. With rife competition from aggressive new players, the opportunity at hand is to keep our strong base of loyalists close while growing the demand from a new generation of people entering the workforce. The integrated team at Brave New World came across just as passionate about results as they did about creativity. We look forward to having their fresh thinking help us craft a refreshed go-to-market playbook for the brand,” said Indian Terrain CEO and MD Charath Narasimhan, speaking on the collaboration with Brave New World.

One of the country’s first integrated advertising start-ups, four-and-a-half year old Brave New World has been at the forefront of creating a new model for communication efficiency and efficacy. It specialises in the comprehensive and optimised delivery of brand communication across today’s highly fragmented media environment. “The current e-comm clutter is causing a certain degree of commoditisation of retail fashion, leaving many brands to look faceless and obtuse. As a result, most discerning customers are seeking out brands that are more meaningful and substantive. Indian terrain is a brand that has its feet rooted firmly on the ground and has nurtured a very loyal fanbase over the years. The name ‘Indian Terrain’ itself alludes to something bigger and intrinsic. We’re excited about unlocking the inherent potential it holds from a communication standpoint”, said Brave New World founder and chief creative officer Joono Simon, when asked about the new brand on board.

September 25, 2019
Brave New World’s Women’s Day for Project Eve-Song for the Strong

MUMBAI: Project Eve by Reliance Retail is a premium retail brand unlike any other. Its unique concept ensured that independent, sophisticated women between 25 and 40 would be treated to a destination store built to provide everything a woman would need – from clothes, footwear, accessories, cosmetics, in-house salon, personal stylist – to look and feel fabulous. Today Project Eve is going strong with 20 stores and counting across all the big Indian metropolitans.

This season, Project Eve is honouring a woman's softer strengths: her loving nature, her graciousness, her elegance, her willpower, her tact, her drive with the Soft is Powerful campaign.

To celebrate International Day and being a brand by women and for women, Project Eve envisaged that that the celebration needed to come from a place personal to the brand, something one would take real pride in. This meant celebrating every woman for all her strengths and putting a smile on her face.

"The power of music to strike the right chord never goes out of fashion. Add to that the charm of fact over fiction and personalization over carpet-bombing and you can create cost-effective, content-smart ideas. While the charm of heavily produced content still causes thumbs to stop, we're living in an age where simplicity and authenticity have more power than ever before. With such a hungry and dynamic customer environment, it's important to earn the attention of an audience by connecting, creating, and contributing." says Joono Simon- Founder of Brave New World, the agency behind the campaign.

Extending the brand’s celebration of these qualities, Brave New World designed Songs for the Strong, a Women's Day campaign where a platform was given, to tag the special ladies in their lives on the brand’s social handles, explaining why they are unique and what their soft strengths are.

Over the course of four days leading up to Women's Day, the best comments were hand-picked. And together with Kenishaa Francis – the Instagram-famous singer-songwriter, original songs were reproduced with lyrics inspired by comments, which included the names of the nominees and their special qualities. The lyrics were brought to life with tunes that suited each nominee's personality – some upbeat, some mellow and some downright charming.

March 8, 2019