As the rains begin to pour across the country, Zeel Climate Clothing, a rainwear brand, is looking to make a splash this time, in the world of fashion and digital storytelling. Their newest digital campaign gives the typical rain-soaked city chase an unexpected twist. What starts as a tense pursuit ends in an unexpected compliment not for the couple, but for their rainwear.
Set in the heart of the city, the film follows a young protagonist in Zeel’s latest rainwear, weaving through monsoon chaos with ease. From dodging traffic to gliding past puddles, it delivers a clear message: rainwear can be functional and unapologetically stylish.
The campaign is the latest step in Zeel’s brand journey, moving from functional messaging like Sadaa Sukhe Raho and Designed for Motion to the emotionally driven and action-oriented Be Rain Ready platform. It signals a shift from purely utility-based communication to style-led storytelling.
Medianews4u.com caught up with Rohit Trivedi, Director, Zeel Climate Clothing
Q. From a marketing perspective, what are the focus areas and priorities of Zeel Climate Clothing?
For the first time in the last 16 years, we have seen monsoon arrive early by eight days and clubbed with pre-monsoon showers which effectively makes it 15 days earlier than usual. So our current focus is on shifting execution timelines for our rainwear campaign.
On a long-term horizon, we aim to play a larger role in round-the-year Climate Wear needs so the core focus is going to build aided and unaided brand recall.
Q. What factors prompted the brand’s shift from commodity to fashion-forward utility?
As a category leader, Zeel has been shaping up the rainwear category for more than a decade now, from making consumers aware of the benefits of rainwear to developing rainwear designed for everyday warriors, aka the bikers, keeping mobility in mind.
In 2024, based on an extensive consumer study, we discovered a latent need in the rainwear category that, if given a choice, consumers would prefer colourful, stylish rainwear that reflects their personality rather than black, Navy Blue and Grey.
And followed by another round of product testing came the new range of Zeel, which was fashion-forward.
Q. What has been the response so far to the shift from functional messaging to an emotionally driven and action-oriented platform?
It’s honestly very early to comment. However, we have had a positive response from trade so far. But that’s due to multiple factors. We think this platform will take sustained efforts to get established completely.
Q. With unseasonal weather, is marketing now happening over a longer period?
Yes, planning and execution become big challenges, but that’s the reality now. We can’t change the weather, so we have to move with it.
The time period of the campaign depends on the market response. If we have products on the shelf, we continue with the sustenance campaign.
Q. Which are the TGs and markets being targeted for growth?
TG profiles are more focused on Bike commuters. We have started to see good rainfall in northern / non-coastal areas as well, and that may drive growth but again depends on the weather.
Q. This year, is digital a bigger priority compared with traditional media like TV?
Yes, we have seen good traction on digital compared to TV and TV is split in CTV and Linear TV. Till the time there is rationalisation in terms of viewership, we will focus on digital.
Q. For style-led storytelling to work, what factors need to be kept in mind?
Before anything, products have to deliver on the style statement. That’s key.
As far as storytelling is concerned, there are multiple tones that we can explore in future. For now, we have focused on humour.
To optimise the campaign digitally is an understanding of the nuances of each platform like Instagram Reels, Youtube important? What role does short video content play compared with longer form content?
None of the platforms encourage a longer format. So we have to keep it short. Not much choice there.
Q. Is the company looking at tying up with kids channels and retail outlets for back to school activities?
No plans as of now.
Q. What sort of tie ups does the company have with corporates like Coca Cola?
We have a very big B2B division that caters for corporates across categories like Quick Commerce, Aviation, and Construction to name a few.
Q. Hyper personalisation is an important focus area across categories. What are ZEEL Climate clothing’s plans in this regard?
Hyper personalisation in climate clothing whether rain or winterwear for now is challenging due to material & production limitations. Unless research proves a very strong use case and sizable market we don’t see it happening.
Q. How is the company leveraging AI in areas like product innovation, price points, efficient marketing?
We have a dedicated team and an array of consultants who work with us on product innovations. And we have a few products in line up for 2026 and 2027.
Q. What B2B marketing activities are being done to strengthen the dealer network?
B2B works in the traditional way i.e events and one-on-one meets. However, WhatsApp videos and product reels are something the trade is requesting in high frequency and we are going with the demand.
