Deepika Padukone and Myntra champion self-belief in their new campaign

All About You campaign emphasises the brand’s ‘You are your biggest strength’ philosophy

e4m by exchange4media Staff
Updated: Oct 3, 2016 9:22 AM
Deepika Padukone and Myntra champion self-belief in their new campaign

Bollywood actor and fashion icon Deepika Padukone’s fashion brand for women, ‘All About You’ in association with Myntra today launched its first brand campaign highlighting its core philosophy. Centered on the theme – ‘You are your biggest strength’ and can conquer anything when ‘you are with you’, it celebrates an individual’s personal strength as she takes on personal and professional challenges in life, devoid of all external influences.

The words- ‘feminine’, ‘romantic’ and ‘carefree’ encapsulates the essence of ‘All About You’ and is inspired by the style of Deepika Padukone and celebrates the femininity of modern Indian women. The new campaign illustrates how one can conquer any predicament in life when you have you. The TVC takes you through the lives of three young women who take on professional and personal situations with an undying spirit of inner strength. Battling uncertainty and fear at the beginning, each of them take a moment to be on their own and eventually gain strength from within to overcome all odds.

The TVC begins with Padukone, who is seen in a contemplative mood just minutes before delivering a talk. She takes a pause to believe in herself, leaves out the script and confidently walks to the stage and delivers her speech from heart.

The second story is about a guitarist who is preparing for her first music class as a teacher and is seen preparing for her big moment across the streets of Kolkata, just before opening the door to her classroom, she waits a second to be herself and goes on to take a wonderful class, conquering her students’ hearts on the very first day.

The third story is of a young girl in Goa, who is in a happy nervous state, preparing and contemplating for a big moment in her personal life, we see her going through ferry and then she meets the guy, she takes a moment to just believe in herself again and proposes the guy. All the three stories are interwoven together to form the beautiful narrative.

The film is directed by Amit Sharma, and the soulful music, composed by Abhishek Arora, weaves together the three beautiful stories with the lyrics aptly complementing the theme of the ad, especially the lines, “tere saath hai tu.”

Speaking on the occasion, Padukone said, “I am as excited as I was at the time of launching ‘All About You’ last year. I have been deeply involved with AAY from design to execution and being part of the brand’s first TVC was an exciting and emotional experience. The new campaign demonstrates and reinforces the brand’s core philosophy of inner strength, modern femininity and elegance.”

Gunjan Soni, Chief Marketing Officer and Head, International Brands Business, said, “Today’s fashion buyers do not compromise comfort for trend. With apparels being increasingly considered as a powerful medium of expressing oneself, personalised fashion is slated to be the next big thing. The new campaign, crafted around Deepika’s fashion philosophy ushers a seamless connect with the youth. We are delighted to join her journey in creating fashion which does not diminish but nurtures an individual’s style statement.”

Creative Credits:

Creative Agency: McCann – Mumbai

Director: Amit Sharma

Production House: Chrome Pictures

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