MUMBAI – fbb, India’s leading fashion hub by Future Group, is out with its new collection of Chinos. The brand provides the largest range of Chinos which includes the Pinford, Oxford, Stretch and Dobby designs. India’s youth icon and fbb’s official brand ambassador – Varun Dhawan is putting forth a fine showcase of versatility with his different avatars for ‘All Work, All Play Chinos’; a campaign conceptualized and created by DDB Mudra West.
The versatility of fbb’s Chinos can be attributed to the fact that it can be worn for any event – be it formal or casual. The style quotient is automatically elevated with Chinos, since it provides a break from the same old set of men’s formal wear, which is “All work and no play”. This dynamic collection epitomizes ‘All work, all play’; and not only provides more choice, but also comes in an affordable price range starting at INR 799/-, suiting the styling demand of every youth. The campaign puts forth the idea of seamless fit that the clothing enables, coupled with a wide versatility in style. It focuses on the young target customer base which needs a more effortless solution for their daily wear with a pocket friendly price range.
For this campaign, DDB Mudra West opted for a 360-degree approach with concentration on television, digital, print and outdoor medium. In the film, Varun Dhawan’s presence brings a youthful and vivacious energy, showcasing the uber stylish line of Chinos. It acts as a sneak peek into ‘The Chinos Life’ where Varun Dhawan moves from one scenario to another; wearing a Chino suited for that situation. Coupled with a peppy background score, the film gives out a fresh vibe as it portrays the ‘All Work and All Play Chinos’ styling ideas with fbb’s latest range. The creative schematics for print and outdoor medium follow the same theme.
Quoting on the campaign, Prachi Mohapatra, Marketing Head, fbb, “We identified the huge potential that Chinos has and wanted to bring alive the versatility of this product. Hence the name, All Work, All Play for the campaign.
Since the inception of the campaign idea, it was clear in our heads that Varun has to be face of the campaign as Varun is Chinos personified. The versatility of Varun as an actor and as person married perfectly with the campaign idea and the fluid characteristics of Chinos. Of course, addition of aspirational value to our Chinos was an added advantage which will help us roping in young guns as customers.”
Ashish Phatak, Executive Creative Director, DDB Mudra West, said, “Every campaign for FBB is an attempt to shake-up the existing communication norms in the category. And with the FBB Chinos campaign, it was no different. To showcase the versatility of the FBB Chinos range, our proposition of ‘All work. All Play’ just summed up the product offering perfectly and we unraveled the different roles of Varun Dhawan with a unique inward moving visual treatment through the different chinos he is wearing. All this making for a fun narrative that glorifies the all-rounder character of FBB’s Chinos and Varun Dhawan.
Creative Agency: DDB Mudra West
National Creative Director: Rahul Mathew
Executive Creative Director: Ashish Phatak
Creative Team: Siddhesh Khatavkar, Vilsen Gonsalves, Ravi Ananthan, Gagandeep Bindra, Anand Vyas, Prasad Gudhate
Sr. Vice President: Anurag Tandon
Account Management Team: Rakesh Varma, Hemant Joshi
Strategy Team: Mehak Jaini, Ketan Rambhia
Films Team: Vishal Sane, Ryan Williams
Production House: Creatr Films
Director: Tejal Patni
In main photo are Prachi Mohapatra, Marketing Head, fbb, and Ashish Phatak, Executive Creative Director, DDB Mudra West.