About: C'lai, a popular men’s retail brand in the city, was launching a new collection of men’s shirts - with attached hoods. To market
these unique, dual purpose shirts they needed an engaging print campaign targeting young, urban men.
these unique, dual purpose shirts they needed an engaging print campaign targeting young, urban men.
Challenge: It was essential to show the shots of the shirts with the hood and without the hood, while integrating a fun message.
Insight & Idea: Since the shirts fell in the formal wear category, but could be transformed into casual wear with the hood drawn up, it made strategic sense to highlight this unique attribute of duality, while drawing similarities to the dual lives of work and play of the city youngsters.The collection was named 'Fundoo Formals' – with Fundoo meaning ‘cool’ or ‘awesome’ in colloquial Hindi.
The campaign was released across print, outdoors and radio.
Contributions: Nitin Shendge worked on the art, while I worked on the copy, and a whole bunch of us supervised the shoot.
