Mumbai: Jabong launched its new marketing campaign to promote the 4th edition of its biggest sale of the year – the Jabong Big Brand Sale – which will be held from 27th to 30th July. Happy mcgarrybowen created a 360-degree campaign for the same titled #OutOfTheWorld.
As part of the campaign, the agency created a 30-second television commercial set in outer space. The commercial has fashionable people floating about in zero gravity chasing an army of shooting stars. The visualization, true to Jabong’s palette, is fantastical, powerful and very trendy.
There’s nothing earthly about the sale, or about the commercial. Set in space, in a galaxy far, far away, there are a tribe of fashionable people floating about in zero gravity. Anything can happen here, and in fact, anything does. There are joggers in space, there’s a couple locked in a warm embrace, there’s a shower of Jabong boxes floating towards the people, there’s a bright spectacle of shooting stars, there are hot air balloons housing the world’s biggest brands. Watching this commercial is truly an out of the world experience.
Gaurav Kackar, Head of Brand, Jabong said, “ This campaign supports our bi-annual sale property- Jabong Big Brand Sale, which is about the best of international and Indian brands available at unbelievably great discounts. Our brief was to create a Jabong world where people express their individuality and sense of fashion, eluding the pull of the real world norms. Happy mcgarrybowen creatively translated the brief into the #OutOfTheWorld campaign. All credit to the collaboration between Happy mcgarrybowen and Jabong teams along with the director’s vision to capture the brand essence in a unique way and at the same time highlight the key sale callouts and innovations.”
Kartik Iyer, CEO of Happy mcgarrybowen said, “In a typical situation, this would be another opportunity to do another sale ad. But this is Jabong and the team seems to just push the experience of every piece of communication, every single time. A fresh take on what to expect and the excitement around it makes up the experience to be totally out of this world. All credit to the collaboration between client, agency and director.”
Link to Film:
Agency Credits:
Creative Agency: Happy mcgarrybowen
CEO: Kartik Iyer
COO: Samarjit Choudhry
Creative team: BodhisatwaDasgupta, Sreejita Chakraborty, Vimal Singh
Account management: Jay Gala, Gitika Mahajan
Director: SachinKotre
Producer: Naveed Khan, RitikaSabarwal
Production House: Lensflare Films
