MUMBAI: Fashion discount chain, Brand Factory has used the magic of music to describe the city and the spirit of ‘Mumbaikars’.

Its #MadeForMumbai campaign uses identical traits that best defines Mumbai and Brand Factory. Created on a foot tapping musical rap, the lyrics describe Mumbai’s love for little things like bun maska with cutting chai and important festivities that sparkle the eyes of all Mumbaikars.

With massive discounts on over 200 original brands 365 days a year, Brand Factory offers a list of offers longer than the sparkling Queen’s necklace facing the shores of Mumbai. Executed by Circus Elephants, the music is composed to impactful lyrics by Shalini Sen and sung by the talented Revant Shergill. The one minute musical video is an ecstatic delight as it captures iconic places, beaches, cricket craze, undying love for street food and elements that make Mumbai.

Brand Factory CMO Roch D’souza says, “There Are Many similarities between Mumbai and Brand Factory. Just Like Cutting chai, Brand Factory is cutting Prices 365 days with discounts! We wanted to celebrate many such similarities with a song that imbibed the true spirit of Mumbai and that’s how #MadeForMumbai came to life through this film.”

Circus Elephants business director Ritesh Shastri adds,“It’s not that often when the brand custodians instruct and insist the agency to focus on content and not on the brand. It’s always a treat for an agency when the brand team knows what they want. It was definitely a very important project for us since it was our first association with Brand Factory.”

Increasing its presence all over Mumbai, Brand Factory opened its 10th swanky store located in Andheri, east. Within just a decade of operations Brand Factory has more than 69 stores in 28 cities across the country. #MadeForMumbai campaign has crossed over 1.7 Million views across digital platforms and has over 7K shares.

Known for its unique proposition, Brand Factory provides a minimum 20 per cent and upto 70 per cent discount on more than 200 original brands throughout the year. Some of the brands include Adidas, Reebok, Skechers, Fila, Spykar, Levis, PEPE, US Polo, Crocodile, Buffalo, Lee Cooper, Indigo Nation, London Bridge, Louis Philippe, John Miller, Turtle, Peter England, Huur, Srishti, Ethnicity, Gini & Jony, Mini Klub, VIP, Skybags, Caprese, Lavie and more.