Ad Campaigns
Happy Mcgarrybowen creates ‘Game of Swag’ for Jabong’s The Big Brand Sale
MUMBAI: Jabong has launched its multi-media advertising campaign for the third edition of its ‘Big Brand Sale,’ which is from January 25 to 28, 2018. The 360 degree marketing campaign has been designed to drive communication around the brand’s flagship sale that brings the biggest international and Indian brands at unimaginable prices.
As part of the campaign, Jabong has launched a 30-second television commercial, where the ‘Big Brand Sale’ is depicted in a medley of fashion montages with a rap song, providing the beat for ‘Ho Tayar for the BIG BRAND SALE’ (Are you ready for the Big Brand Sale?). Stringing together the global brands that would be on sale, the film, titled, ‘Swag Ka Ye Khel’ (Game of Swag), underscores Jabong’s stature as India’s swag stop. The visualization is powerful, trendy, global and young; taking into account customers of premium international brands.
Conceptualized and scripted by Happy Mcgarrybowen, the creative agency from Dentsu Aegis Network, the TV commercial will be aired across leading channels, covering GEC, lifestyle, music, entertainment, English and Hindi movies. The television commercials will also run in 5 and 10 second stings across select channels to drive frequency and reach. In addition, the campaign also covers print, radio, outdoor DTH (Airtel & Tata Sky) and digital, with OOH across eight cities.
Jabong head Gunjan Soni said, “Jabong’s Big Brand Sale is all about the celebration of style or swag. The campaign strongly captures the essence of Jabong as the curator of high fashion with its portfolio of top Indian and Global brands, besides emphasizing on the upcoming Big Brand Sale and its offers. Jabong has always been associated with Bold Fashion and Global Brands. Fashion that is an expression and extension of your inner self. The campaign beautifully communicates the theme.”
“Jabong is one of the coolest brands as a fashion retailer in the online space. It is always a pleasure to create visuals that communicate the unique offering from Jabong. We were clear we didn’t want the communication to just be a retail announcement. The game of swag is a personal game played by everyone who loves fashion. The idea was to celebrate self-expression from a choice of the best fashion brands. Each sequence was carefully crafted to deliver a unique visual experience. The film was shot in the charming backdrops of Calcutta. The track was specially created in collaboration with rap artist DeeMC. Not to mention, the beautifully crafted film was created by Raznish ‘Razy’ Ghai from Asylum films,” said Happy Mcgarrybowen CEO Kartik Iyer.
Jabong is offering 3.8 lakh styles from 3000 international and Indian brands at 51 to 80 per cent off during the sale.
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Ad Campaigns
Indian Silk House Agencies launches ‘Shubho Smriti’ PoilaBoishakh campaign
Brand celebrates Bengali New Year with stories of 100 women and their saree memories.
MUMBAI: Indian Silk House Agencies has woven a beautiful new story for PoilaBoishakh, one stitched together with memories, emotions, and the timeless elegance of a saree. The leading saree retailer has unveiled ‘Shubho Smriti’, a digital-first campaign that brings together the voices of 100 women sharing their personal celebrations of the Bengali New Year. The campaign highlights how the saree remains an essential thread in these evolving traditions, from daughters gifting their mothers after years of quiet sacrifice to sarees passed down through generations carrying decades of love.
Indian Silk House Agencies CEO Darshan Dudhoria said, “What gives any tradition its relevance over time are the memories people attach to it. For over five decades, we have been closely connected to this cultural fabric. This campaign came from a simple intent to listen to these stories of our customers and bring them together.”
To mark the occasion, the brand has launched a dedicated PoilaBoishakh collection featuring handwoven textiles such as Matka silk and Jamdani, along with classic reds and whites, softer seasonal hues, and brighter options. The collection starts at ₹999 and is now available online and in stores across Eastern India.
By blending cultural nostalgia with contemporary storytelling, Indian Silk House Agencies has created more than just a campaign, it has turned personal memories into a shared celebration of tradition, emotion, and timeless style.
This PoilaBoishakh, the brand reminds us that the most beautiful things in life are often the ones we weave into our own stories, one elegant drape at a time.
