There has been a significant change in the way contemporary men dress up. The cliché definition of formal dress code is being re-written. In order to capitalize on this new trend in formal attire, Only Vimal, the Reliance Industries promoted textile division, has unveiled a new digital campaign- #CutFromADifferentCloth which is an ode to people who dare to think differently.
Click here to view the ad:
The digital video conceptualised by Bang in the Middle is about a schizophrenic father and his son who quits his high-profile job to fulfil his dad’s wish. Commenting on the new campaign, Naresh Gupta, Managing Partner, CSO, Bang in the Middle says, “The main idea of the brand was to move away from the ‘Ultra-formal’ space. The objective was to talk about contemporary people who dare to be different and there will be more online films around this theme.”
Speaking about the digital campaign, KV Sridhar, Chief Creative Officer, Sapient Nitro said, “The idea is good, but there is actually a lot of confusion in the story-telling. You don’t know where the story is coming from and where it is going. The video leaves one with many questions in mind. I believe, it is good to tease the audience, but don’t test their intelligence, it puts them off. Also, it is important to be ‘Clear first and clever second’. However, it is indeed a nice effort to come up with an idea like this.”
Talking about the brand’s previous ad campaigns, he adds, “Vimal came up with brilliant legendary ads during the 80s and the 90s. The one with Vivian Richards, Allan Border and Ravi Shastri, which was aired during the Reliance Cricket World Cup of 1987, is still remembered. The catchline ‘Only Vimal’ coined by the ad legend Frank Simoes is stuck with people since ages. But over the last 10-15 years, the brand in its attempt to stay connected to the new age consumers, has been losing its focus. It is failing to understand what Vimal stands for and who it caters to. On the other hand, if you see the Raymond campaign, they have been able to keep up with times, through their brilliant set of ads.”
Click here to see the old Vimal ad: