Jeanswear brand Numero Uno has launched a brand new campaign “What are you Numero Uno at?” The new campaign is part of its repositioning strategy to reach out to today’s fun, intelligent and fashionable youth. The last campaign by the brand in 2012 asked the youth to ‘ Try something Nu’ urging them to constantly reinvent themselves.

Conceptualized and created by Hakuhodo Percept, the new campaign “What are you Numero Uno at?” evolved from the brand name and its core philosophy. Through a dramatic approach, it elaborates on the fact that there is a Numero Uno quality in everyone and encourages each one to celebrate that uniqueness. Whether it is being quirky, practical, interesting, funny or uncanny, celebrate and flaunt the quality boldly and fashionably. With this, Numero Uno aims to put the spotlight on the common man by appreciating his un-celebrated Numero Uno qualities in a very stylish way. The campaign will be executed through a complete 360 degree approach with a focus on Print, OOH (hoardings and mall branding) and Cinema branding.

According to Mr. Narinder Singh, MD, Numero Uno Clothing Ltd, “Through this realistic and edgy concept and brand communication, we are creating a distinct identity and hope to set a new trend amongst the youth. The treatment complements the idea by capturing ‘the New-Age Numero Uno achievements’ , presenting them in a vibrant, lively and youthful manner”.

Numero Uno has been in operation for more than 25 years in India now. They mainly cater to Mid- Premium to Premium branded apparel segment for men and women offering a product range which, among others, includes jeans, trousers, shirts, jackets, blazers, sweaters, T-shirts, sweatshirts, shorts, etc. They have 185 exclusive stores, 23 LFS and 38 Hypermarkets in addition to over 500 retail outlets pan-India.