Mumbai: Indifusion, the Indo-western brand by Bestseller India has revealed its first brand campaign, “Flaunt your Indi”. An amalgamation of Indian tradition with international fashion is what Indi’s brand promise is all about.
The campaign is conceptualised and executed by Thought Blurb Communications. The agency won the creative business for the brand following a multi-agency pitch.
Fusion fashion is something that we all have been experiencing since decades but establishing the right mix of Indian creativity with a Western outlook is stimulating. Indifusion has utilised design, colours, texture and fabrics from both, Indian and Western sensibilities in its collection.
The launch of the brand’s communication is multi-faceted and spans across film, print, outdoor and digital mediums – which is also a reflection of the brand’s spirit to blend Indian and Western cultures in its apparel. The campaign is shot in Ladakh and the models are European, Indian and a few from Ladakh itself. Ancient monasteries, magnificent palaces, petal-strewn forest floors and placid lakes, make for a scenic view of the campaign. The casting of multicultural models brings alive the theme of fusion in every way.
Focusing on the strategy of the brand, Bestseller India CEO and country head Vineet Gautam said, “Bestseller India has always been at the forefront of getting international fashion to India. But with Indifusion, we intend to expand our portfolio and cater to a larger set of audience with Indian fusion wear. Indian wear will always be at the heart of our country and by using our existing expertise in the retail industry, we will drive Indifusion to be a key player in this segment. ‘Flaunt your Indi’ is our first campaign for the brand, and we’re excited to see how it connects with our customers.”
Discussing the creative thoughts which led to the culmination of the brand campaign, Thought Blurb Communications founder and chief creative officer Vinod Kunj stated, “The look had to be of a high fashion Indian brand appealing to an international audience. This is for the woman who wants more than what off-the-rack brands can provide her. The treatment of the film interlaces a light, playful soundtrack and has been visualized with an overall sense of joy. The product design played hand in hand with the vision we had for the brand.”
Thought Blurb Communications executive creative director Renu Somani added, “The creative inspiration behind the campaign comes from the distinctive fashion that the brand portrays. After having seen the designs curated for the collection, the fusion of two different perspectives was very apparent. There is grace, elegance and beauty in the contrast of simple lines and intricate textures. This fashion of the brand slanted the thinking - towards a zone that is grounded yet flighty, Indian yet global, a grammar that is uniquely Indifusion.”
Bestseller India operates 20 brands, such as women’s western wear labels Only and Vero Moda, and menswear brands like Jack & Jones and Selected Homme. Talking about Indifusion, every collection from this brand will showcase not only a signature style, but it will also explore aspects of India and Indianness that have not been explored in the fashion arena.
