Leading apparel retail chain Reliance Trends has launched a nationwide brand campaign to announce its new brand positioning along with the new visual identity. The brand has taken on a youthful, contemporary and a more fashionable imagery. The campaign by Lowe Lintas Bangalore captures the creativity and spontaneity of today’s youngsters.
Being the change agents that they are, the youth of today prefer to do things differently. They like to shake up the status quo, by taking something old and familiar and creating something totally new and unique to make their personal style statement. This key insight is given voice in the brand’s tagline: ‘Trends bantey nahin, banaye jaaatey hain’ (Trends don’t just happen on their own, they are created.’)
Commenting on the new campaign, Akhilesh Prasad – CEO Reliance Trends said: “We live in interesting times. Fashion as we know it, has evolved tremendously over the last decade. Reliance Trends has redefined the value fashion segment in the country. Staying in sync with the times, we have unveiled our new brand identity and positioning, making the brand more fashionable and youthful. The launch film will showcase Reliance Trends in a new avatar and firmly establish it as ‘the largest destination for the widest range in value fashion’. This changeover marks a new phase of growth for us as we consolidate our position as the biggest fashion retailer in the country.”
The campaign comprises two 15-second films announcing the changeover, followed by a 60-second brand launch film, with 30 second edits as well. The main brand film throws light on the trends that the youth of today are creating and how they use everyday scenarios to influence lifestyle changes. Whether it is about bringing a change in the way they style themselves or the grooming sessions that inspire them to look different or even boredom that leads them to develop new ideas, the youth of today are in no mood to stop and always want to try out something new. The film has been directed by noted Bollywood Director Zoya Akhtar, maker of prominent films like Zindagi Na Milegi Dobara, Dil Dhadakne Do, Luck By Chance etc.
Highlighting the thought process behind the campaign, Hari Krishnan – President, Lowe Lintas said, “The launch of the new identity for Reliance Trends, was an opportunity to establish that Fashion & Trends go hand in hand. Our creative team along with Zoya Akhtar have created the right balance of high fashion and everyday relevance”
The campaign has gone live on popular television channels across the country and is being complemented by communication across online and Outdoor mediums as well.
Team credits:
Client: Reliance Trends
Agency: Lowe Lintas Bangalore
Creative: Arun Iyer, Abhijit Ghosh, Kishore Mohandas, Abhilash Divakar, Athira Rajeevan
Account Management: Hari Krishnan, Sonali Khanna, Anindo Niyogi, Melvin Sylvester, Arpita Sarkar
Planning: S Subramanyeshwar, Nikita Shah
Production house: LinProductions
Director: Zoya Akhtar