Happy mcgarybowen creates ‘Game of Swag’ for Jabong’s The Big Brand Sale
Jabong, India’s leading online fashion destination, has launched its multi-media advertising campaign for the 3rd edition of its ‘Big Brand Sale’, to be held from January 25th to 28th. 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 8 cities.
Gunjan Soni, Head – Jabong, 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 Kartik Iyer, CEO Happy mcgarrybowen.
Jabong is offering 3.8 lakh styles from 3000 international and Indian brands at 51 to 80% off, during the sale.
Watch the TVC: here
Creative Agency: Happy mcgarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative team: Bodhisatwa Dasgupta, Sarvesh Narvekar
Account management: Jay Gala
Director: Razneesh “Razy” Ghai
Producer: Varun Mohta, Vidya Muraleedharan
Production House: Asylum Films