Jabong, India’s leading online fashion destination has announced the launch of a one of its kind 4 day shopping extravaganza, the Showstopper Festival, being held between the 27th and 30th of April. The festival targeted to the fashion aficionados will showcase a wide range of exquisite collection from renowned international, luxury, designer, beauty, accessories and athleisure brands.
To support the festival, the brand has launched its latest marketing campaign targeting the urban, fashion forward customers. Jabong has taken a digital first approach for the campaign while using mediums like outdoor, cinema and radio to add the multiplier. The core campaign thought #FashionGuilty builds a world for the showstoppers where mediocrity ceases to exist. A world for the uber stylish and trendsetters, those who refuse to be ordinary and always stand out from the crowd.
The high on style film exquisitely summarizes global fashion and trends in a way that’s not been seen before. It is set in a fashion court where a hearing between the ‘State of mediocrity’ and the ‘Showstoppers’ is in progress. It begins with an arraignment in the presence of a jury and a gang of models, the showstoppers, who are the defendants. They are charged and found to be guilty on multiple counts, like for color coordinating to the T, for being dressed to kill, for catching the eye of every person in the room and more. The film exquisitely summarizes high fashion, style, passion, looks, colors and themes to define the perfect showstopper.
Speaking on the campaign, Gaurav Kackar, VP – Brand Marketing, Jabong, said, “Showstopper Festival is an ode to the fashion forwards and the trend makers. Every aspect of our campaign comes from a simple insight that being #FashionGuilty is something you wear on your sleeve proudly. The visualization of the commercial is powerful, eclectic and high on fashion quotient portraying the free-spirited, who defy mediocrity. It encapsulates the essence of the brand, as a curator of best in class labels and high-end fashion.”
Kartik Iyer, CEO, Happy Mcgarrybowen, said “The thing about those who fiercely love fashion is that they don’t care about what others think. Their attitude has certain boldness to it. The Showstopper Festival is for such people. The film brings this thought alive with the showstoppers celebrating their uniqueness, even if they are being judged for who they are.”