In the last few weeks, we have seen brands across categories like UrbanClap, Jabong and TataCLiQ take a different communication tonality to talk to their consumers. While Urban Clap is seen championing for the cause of ‘same sex relationship’ through their LGBT campaign, Jabong on the other hand takes a bold stand by breaking the stereotypes of fashion. The ad breaks the clichés in the apparel category, by showing the unconventional like girls sporting green lipsticks, boys wearing nose jewelleries and high heels with cargo pants. Tata has launched their quirky and humorous campaign featuring a camel in their maiden ad for the brand’s newly launched e-commerce platform TataCLiQ.com.
Brands championing social causes have become a trend lately. Last year, Anouk the brand from the house of Myntra created a film which spoke about lesbianism. The film not only went viral, but a brand like Anouk which people didn’t hear much before came into the limelight. On the same lines, UrbanClap has recently launched their short film titled ‘Show your Love with Pride’ which portrays a father’s struggle to accept his daughter’s relationship with another woman.
Jabong’s latest campaign conceptualised by Bates CHI & Partners is a contemporary take on the brand’s positioning of ‘Be You’. Showing men wearing bridal nose rings with heels, girls sporting green lipsticks with turbans, the brand attempts to break the clichés of fashion by being edgy and bold. As compared to the brand’s previous communication when it was handled by BangInTheMiddle, it was playful and youthful in nature.
At a time, when players in the e-commerce space are talking about discounts, timely delivery, easy returns, by roping in big celebrities, TataCLiQ as their maiden ad takes a different stand, by getting an unlikely protagonist in the form of a camel. CAMEL here stands for Certified Authentic Merchandise Everybody Loves and the witty commercial done by Cartwheel Creative tries to break the clutter in this category, where there is fierce competition.
Experts give their take on the ad films:
Commenting on TataCLiQ’s maiden ad, Suresh Eriyat, Founder and Creative Director of Eeksaurus said, “The execution of the Tata Cliq ad is interesting; getting a camel into the scene will make viewers take notice. However, I feel the idea is extremely contrived and the depth of the film is quite shallow. Connect with the brand is missing and this as their launch communication seriously falls flat.”
Echoing similar views, Parthsarthi Iyer, Creative and Business Head, Katalyst Creates cited, “The visual impact for the TataCLiQ ad is great, but no one will remember the brand. The creative doesn’t appeal to everyone and is actually too intelligent to be understood at one go. The creative is different, but I doubt if it will work for the brand.”
Eriyat feels “The Urban Clap film is quite stretched. If the initiative was conceived for a purely social cause, then it would have made sense. But the way, Urban Clap figures in the film is a distant one”. Agreeing to his view, Subhadeep Dawn, Creative Supervisor, DDB Mudra commented, “Everything looks stretched, right from story-telling to acting, it has been badly executed. The film looks as if it is only about a same-sex relationship and the brand connect is entirely missing.”
Giving his views on the Jabong ad, Subhadeep Dawn highlighted, “The brand has made a different attempt and it is not like the typical ad which we for any online fashion brand. I like the execution and believe that people living in the metros will be able to relate to it. The brand has attempted to give a very upmarket, funky and a cool look which is not a bad idea.” However, Eriyat added, “Jabong is a youthful brand and I feel the new ad is an example of pushed execution. It is quite radical and somehow, it doesn’t make sense to me.”