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ColorPlus launches a campaign for Mother’s Day, #StyledbyMom

The 90-second film is an endearing ode to the first stylist of every person’s life- Mothers

e4m by exchange4media Staff
Updated: May 13, 2019 12:38 PM
colorPlus

This Mother’s Day, ColorPlus has introduced a new campaign titled, #StyledbyMom. The 90-second film is an endearing ode to the first stylist of every person’s life- Mothers. The new short film stars celebrities such as Sharman Joshi, Karan Patel and the Meet Brothers.

The storyline has a seamless transition between past and the present, interweaving nostalgia and childhood memories with individual narratives of the actors to highlight the one person our childhoods revolved around. The film features an unknown narrator, asking the actors relevant questions about styling their outfits. It takes a heart-warming turn when the men talk about their best-dressed moments, which mostly happen to be their childhood. And, when they are asked, “Who dressed you up back then?”, the film strikes an emotional chord when all of them respond with the same answer.

The campaign reminds every grown-up about their very first personal stylist and urges them to gift their mothers a slice of joy. A throwback to letting them choose clothes for their sons and celebrate the inherent joy of the simplest gesture of getting styled by mom.

Speaking about the campaign, Suman Saha, COO, Group Apparel & MTM, Raymond Ltd., said “A mother- son conversation on fashion is an oxymoron. This Mother’s Day, we wanted to revive the nostalgic memories and help a man give an ode to his first stylist in a manner that well suits his emotional expression and his current lifestyle. At ColorPlus, through our new campaign, we wanted to engage with our audience in an authentic and honest narrative. This ad film is a real story of all men, who do not depend on their favorite stylist anymore. We wanted to ensure that our customers found a special connect with our offerings, and build an emotional memory of how we fit the brand well within this occasion.”

This film is a celebration of motherhood and the centrality of the mother figure in our lives.

"A simple but powerful idea connecting a fashion brand with Mother's Day. It is a universal truth for everyone that their first stylist is their ‘mom’. Through this campaign we want to acknowledge and celebrate all the mothers for their act of styling,” added Rakesh Hinduja, COO- West, Leo Burnett India.

A complete 360 degree marketing campaign which includes digital, in-store visual merchandising and outdoor promotion is being executed for the ColorPlus #StyledByMom campaign.

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