Shazé is a lifestyle brand with a range of products that are promoted as being one-of-a-kind. Operating in the luxury and lifestyle space, for Shazé the initial task was to make its presence felt in a world that is otherwise dominated by labels. Grey Group India worked on the new campaign with the insight that labels subsume your identity, take away your sense of individuality and simply reduce you to being part of a herd. Hence, a call to join a rebellion against labels and the baseline ‘Join the Labellion’ was created as part of the campaign.
In its second year of existence, the brand felt it was time to give this wake-up call more meaning and add a larger relevance to it by making fashion and lifestyle a political statement with greater social currency. Shazé’s new campaign borrows from the bans, protests, stereotypes that have been recently imposed on the public.
Samrat Zaveri, Managing Director, Shaze stated, “As a brand it’s important for us to stand for a purpose. Since we are about uniqueness in design, our purpose has been to stand out against the herd mentality relevant in our society. Taking this a notch above, we make a statement at a deeper societal level as a brand and speak out against labels that confine us into these small herds. As a fashion and lifestyle brand, being able to express freely is key. Through this campaign we want to bring to light the futility of labels and the growing need to stay true to ourselves and stand our own ground.”
Watch the campaign video:
Grey has used the digital platform to launch its film ‘Against Labels’ which talks about this need to rebel against a society that is constantly curbing our self-expression, under the pretext of various labels and quickly pronounced harsh judgements. With the recent raid at a hotel in Madh Island along with the ban on porn sites, beef and the rage against open letters, it exposes the society we live in and the need to let ourselves be.
Dheeraj Sinha, Chief Strategy Officer, Grey Group- South and South East Asia said, “We are trying to bring together a sense of bold self-expression and fashion – a space where you can speak your mind. The mood of our times is such that brands need to have a point of view on what’s going on in the society. This allows us to root a fashion/luxury brand such as Shazè into something deeper and meaningful. The line-up of Shazè adds to this uniqueness and sense of bold self-expression.”
Commenting on the campaign, Sujala Martis, Vice President and Business Head at Grey said, “I think the timing for a campaign like this couldn’t be more right. At a societal level there has never been more stifling of expression and opinion. Also, from a cultural lens ours has forever been a country where we are more interested in what the neighbour is doing and how we can judge/label that. It’s about time that this suppression is lost and boldness and fearlessness are celebrated for the virtues that they are.”