BIBA unveils new brand philosophy through first-ever TVC
Through television, our attempt is to not simply reach out to all women but to connect with each and every one of them, says Siddharth Bindra, Managing Director, BIBA Apparels
Ethnic wear brand BIBA launched its first-ever brand campaign conceptualized by Lowe Lintas Bangalore. The television commercial brings to life BIBA’s new philosophy across popular television channels and will be supported extensively through other media like Print, Outdoor, and Digital.
BIBA believes that there is a lot more to a woman than just her beauty, and that’s what inspires conversations about her. It’s this thought that propels the brand’s Spring Summer 2017 collection - “Who’s that Girl”. The ad showcases how certain women, by the way they look, dress, and carry themselves, sparkle with an enchanting magnetism such that the world around them feels compelled to unravel more about their story. Such women find BIBA extremely appealing as the brand enhances their appearance and adds an extra dimension to their personality.
This thought is executed in a simple yet endearing manner by the central protagonists of the film, a young wedding planner who manages to get the grandmother of the bride to dance at her Sangeet.
Commenting on the new campaign, Siddharth Bindra, Managing Director, BIBA Apparels, said, “BIBA as a brand has really evolved over the years, both in terms of size of business and reach. Today, BIBA has stores in more than 100 cities. Through television, our attempt is to not simply reach out to all women but to connect with each and every one of them. We recognize that every woman is beautiful in her own unique way. But what makes her stand apart is the reflection of her inner beauty. That’s what makes every woman truly fascinating. Our brand film captures this aspect of women beautifully and brings it to life. We believe that our philosophy will truly resonate with all women.”
Highlighting the creative thought process behind the campaign, Rajesh Ramaswamy, Executive Director, Lowe Lintas Bangalore, said, “BIBA as a brand believes that beauty is not a superficial concept and we wanted to capture this belief in the film. The essence of what draws us to a beautiful woman is far deeper than what she wears and how she looks. It’s the combination of her looks and her substance that gets people talking. In this case, it’s the wedding planner who went beyond her call of duty by making sure no one is left out of the celebrations. Thanks to her thoughtfulness, a shy old lady ends up having a great time.”
|CLIENT||AGENCY||CREATIVE||ACCOUNT MANAGEMENT||PLANNING||PRODUCTION HOUSE||DIRECTOR|
|BIBA||Lowe Lintas||Arun Iyer||Hari Krishnan||Subramanyeswar S||QED Films||Amit Masurkar|
|Rajesh Ramaswamy||Sonali Khanna||Ajay Ravindran|
|Rimona Ganapathy||Smrithi Ramanujam||Nikita Shah|
|Rexena Devraj||Rhea Bharat
|Poonam Nandivadekar||Nalin Nandan|
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