MUMBAI, INDIA — Indifusion, the Indo-western fashion brand from the house of Bestseller India, has released its first brand campaign called “Flaunt your Indi.” The flamboyance of international fashion cultivated with the vibrance and grace of local tradition is reflected in the TVC.
Fusion fashion is not new, but to take Indian creativity and infuse it with a Western sentiment is truly exciting. The brand was envisaged as one that not only uses design, colors, texture, and fabrics from the best of both worlds to create fashion, but also one that navigates and marries these two worlds effortlessly.
The TVC was conceived and shot by advertising team Thought Blurb Communications, which won the business in a multi-agency pitch. The multi-media campaign was launched on film, print, outdoor and digital media to fully reflect the spirit of this fusion.
Shot in Ladakh, a rugged part of India that has seldom entered the fashion vocabulary, the models are European, Indian and a few from Ladakh itself. Unlike the familiar stark, barren image of Ladakh that viewers usually see, this film portrays a very different image of Ladakh. Ancient monasteries, magnificent palaces, petal-strewn forest floors, and placid lakes. The casting of multicultural models brings alive the theme of fusion in every way.
Summing up the primary strategy of the brand, Vineet Gautam, CEO & country head of Bestseller India, 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.”
Weighing in on the creative strategy, 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 said, “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.”
Every collection from Indifusion will showcase not only a signature style but will also explore aspects of India and Indian-ness that have yet to be explored in the fashion arena.
