MUMBAI: Online multi-brand fashion website Jabong.com has unveiled a new promotional campaign with the tagline - “This is who I am. This is what I believe in.” Jabong took up the task of encouraging people to embrace their uniqueness, last year, with its 360 degree campaign - Be you.

This season however, it goes a step further and shows what ‘Be You’ means for different individuals. The three TVCs, which will be aired across various channels, have been creatively scripted and shot across length and breadth of India. They capture aspirations, dreams, thoughts and personal styles for people who have chosen to break free from the norm and followed their own style and passion.

The TVC, which will be aired across channels, has been innovatively shot featuring the life stories of young individuals from different walks of life. The TVC reiterates the idea of self-direction and freethinking, unescorted by the stringent norms of the society. It inspires lateral thinking and affirms fashion as a mode of unorthodox expression.

Jabong.com founder and managing director Praveen Sinha said, “Post tasting success with the launch of ‘Be You’ campaign last season, our team decided to take the winning streak forward and give a different dimension to it in the second season. Jabong.com is constantly innovating to churn out something new for its customers; we let out a spark of individualism last season and we plan to sustain it with this TVC in its second inning. The TVC is very simple in terms of the message it plans to send out, chase yourself, not the word.”

Created by Bang in the Middle, with different films, weaving different stories, this year’s plan is much grander and bolder. Instead of just telling people to follow their own star and break free, it shows the stories of people who dared to be themselves.

Bang in the Middle COO Prathap Suthan added, “Last year around when we launched the philosophy of ‘Be You’, we were pretty much convinced that it gave enough and more encouragement to young India to be proud of themselves and to go ahead and be what they wanted to be. Jabong being the one brand that would support and inspire them on their self-discovery and conviction with the widest range of fashion. Ready with ideas to help express themselves across the days and nights of their journeys. The campaign was a balanced act of liberation, and pushed people to go beyond the shallow definition of fashion, and gave them the freedom to stand up and be themselves: beLeaders instead of followers.”

“This time around, instead of a common philosophy, we are bringing to life stories of individuals, how they choose to live their lives and how they use their minds to create a niche for themselves. More importantly, these ads also surf the top of emerging social trends and try to present the changing faces of the country. Young India is a more confident, globally conscious, and empowered lot of people. And all you have to do is look around to find youngsters living life the way they want and successfully at that. Jabong is at the cusp of being the one positive pat on the back for these millions of dreamers and thinkers and doers who will do India prouder than ever,” added Suthan.

Bang in the Middle CSO Naresh Gupta said, “Today fashion is just not an external style statement, it is how you live, the choices you make, the statement you want to make. It is not about rebelling, or being different for sake of being different, it is about living by your own conviction. We started the journey with the previous campaign; we are making an even stronger statement with this seasons campaign. We have tried to capture the new ethos of the young trendy Indians to make the brand the real fashion choice for them.”

This campaign is a mouthpiece for the youth that has risen above the herd and retained its true identity. Jabong, with these new ads, exemplifies what ‘Be You’ means. The TVC includes a 30 second couplet narrating the tale of a young couple in a live-in relationship, defying the societal customs and avowing to stay true to their individual beliefs.

An additional 60-second film is shot for digital promotion encapsulating the dreams of young India and how they are pursuing their unique entities, away from the social orders. Two more commercials chronicling journeys of the protagonist follow as well this season.

The TVC is an ode to triumphant success Jabong has consolidated in a short span of time owing to a noteworthy response it has amassed since its inception.