Mumbai: TMRW House of Brands, an Aditya Birla group venture, relaunched their brand Nobero, a travel-focused FashleisureTM brand. Based out of Hyderabad, Nobero specialises in tapping global trends to craft apparel ranges that are high on both fashion and comfort quotient. To strengthen the brand identity and create an elevated connection with its audience, Nobero has launched a digital-first campaign ‘The other side is calling’.
Nobero has found its sweet spot in the fashion-forward athleisure category, catering to millennials who are equally mindful about life inside & outside of their professional realm. Deep research into the changing consumer preference of style & quality coupled with a thorough knowledge of the competitive landscape has been instrumental in keeping Nobero ahead of the curve. So, when it came to designing for specific occasions like travel, they were quick to identify the niche- stylish, yet comfortable fashleisure apparel that struck a perfect balance between utility and fashion! The campaign – The Other is Calling is a creative rendition of everything the brand embodies.
TMRW House of Brands CEO & co-founder Prashanth Aluru said “We are brand builders at heart. And we do this by understanding our consumers and crafting brand stories based on compelling insights. Our research on Nobero revealed the ‘social traveller’ identity that Millennials often relate to. This consumer group is engaged in exploring the other side in pursuit of activities that allow them the escape from the ‘always on’ mode - be it travel, outdoor activities, photography, music or yoga. Nobero’s capability in successfully marrying fashion and comfort allowed them to create a product offering that suits this TG to perfection. In our campaign, we have picked up this insight to create short-form video-first content that has a high resonance amongst millennials. The story is relatable and familiar & the bite-size content allows for a much faster assimilation. We look forward to this campaign bringing Nobero closer home to its consumers.”
The other side is calling to take a critical look at the 9-9 life that most of us live. The endless pings and notification pop-ups, the over prevalence of information and the missing real-life conversations. With Nobero as the catalyst, the films then provide a break from the ‘Always On’ mode. The narrative takes us to ‘the other side’ – the serenity of mountains, flowing music at a concert or the joy of street photography. The brand plays the enabler of this transition to peace – no matter what one’s preferred activity is. The story invites us to explore life that lies beyond the small, medium & large screens that consume us every day.
Nobero co-founder & marketing Maverick Karthik Venkat said, “Bala and I built Nobero as a brand that can adapt global trends to Indian sensibilities to give our consumers a pick from high quality, comfortable, fashion-forward athleisure. With time we have elevated this range further to what we call Fashleisure now. As the next step in our growth journey, we felt the need to establish a higher-order emotional connect with our consumers, which got us to create our campaign.
What resonated most with us is the fact that ‘The other side is calling’ is all of our story - we are way too familiar with it. And that is the opportunity that we, as Nobero, identified. A familiar story with an unfamiliar ending that can latch on effectively to our consumers’ emotions. The journey of Nobero is the journey of a traveller- exploring the path that unfolds as we go. ``
The campaign is shot in 9:16, by Reels Room, an agency specialising in story-telling via reels with an emphasis on brevity getting the point across, catchy music and trendy transitions. All ingredients enable any user to emulate the same. The campaign will be hosted on Nobero’s social media assets.
Reels Room co-founder Ahsan Khan said, “We often get so caught up in our daily routine that we forget to take a break from it. Being an athleisure brand, Nobero tries to reflect this. Our challenge was to build an idea that's true to the format (social-first) with engaging and impactful storytelling, so we focused on three Ts - twist, track and transition. Reels Room co-founder Shiv has directed these reels with his distinctive visual storytelling.”
