Creating communities helps brands like John Players connect with consumers

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John Players, the iconic youth fashion apparel brand is strengthening its community of consumers through an innovative platform inviting the coolest buddies in the country to celebrate fun, friends and freedom. John Players activation in association with Zoom TV, called #Buddiez, hunts for the ‘coolest buddies of the nation’ rewarding them with an all-expense paid trip to Goa and a chance to feature in an exclusive music video on Zoom.

John Players #Buddiez is reaching out on ground to colleges across Delhi, Mumbai, Bangalore, Pune and Kolkata. The campaign partnered with Zoom TV invites all such fashionable groups of friends from any city in the country to register at www.buddiez.co.in and get a chance to enter stardom with a cool music video featuring them on Zoom TV. In a series of rounds, involving registrations of the buddies online, visits to John Players stores for clicking coolest groupfies and voting on the microsite; the verdict would be out in a month’s time with the ‘coolest buddies of the nation’.

Mr Atul Chand, CEO, ITC’s Lifestyle Retailing Business Division said, “John Players #Buddiez” is the brand’s latest cross media consumer engagement program, anchored in its core values of Friends, Fun and Freedom. Being a youth fashion apparel brand, John Players feels the pulse of today’s youth and translates it into inspired fashion clothing that’s vivid, vibrant and playful. Through the John Players #Buddiez activation we are going to youth hotspots in and around colleges for greater engagement with this Gen Y, celebrating their fashion sense and spirit.”

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