AMAZON FASHION & BEAUTY SS21 - 'Har pal fashionable'
FILM
This campaign is carrying forward our brand proposition of ‘Har Pal Fashionable’ (as defined in 2020). The key consumer insight continues to be that Fashion & Beauty play a thoughtful role in making important moments and occasions memorable.
The creative route in the campaign focuses on “Small Moments” and is about the growing need to embrace and celebrate smaller moments that bring you joy and tell you life’s good, in a post-pandemic world.
Fashion on Amazon provides the largest and latest selection of fashion and beauty products that help you make your even your small moments fashionable. The campaign has three films, each focusing on key LOBs (women’s western wear, men’s casuals and sportswear) going live on 4/7 across key TV channels and Digital platforms; a six week campaign, culminating into Wardrobe Refresh Sale'21, working as a category consideration campaign.
On Digital, we had a video focused plan, on high reach platforms (YouTube, OTT), followed by shorter edits to build frequency. We leveraged IPL on Hotstar for quality, impact impressions.
On Social, we partnered with Pinkvilla and MX player (experiment) to create white label content around the brand proposition of 'Har Pal Fashionable'. Along with this, we partnered with10 influencers across Instagram and YT to showcase the latest selection on A.in.
