Mumbai: Imara – Universal Sportsbiz Pvt. Ltd (USPL) celebrity fashion line with Bollywood sensation, Shraddha Kapoor has launched ‘Conquer’ – its latest national brand campaign. ‘Conquer’ is an expression of this spirit. With stunning imagery that draws inspiration from mythical and fantasy folk tales – the visuals transport Shraddha Kapoor to the lands of unicorns, dragons and pirate lands. This national ad campaign was rolled out through print, OOH and digital mediums using unconventional messaging and creative disruption.
The central theme of this national campaign is to empower women to explore the unknown and conquer their dreams. The campaign consists of three visual narratives. Each of these narratives depict Shraddha in various avatars, conquering all that lies before her. It expresses the spirit of conquering one’s self and being in command of your own ship. The message is for the contemporary women of today to create their own fairytale and make it a reality.
Anjana Reddy, CEO, Universal Sportsbiz commented, “Imara is the face of the modern women. Our new campaign captures the spirit of exploration and achieving their dreams, no matter what comes in their way. The unicorns, dragons symbolize obstructions, and how they find their own path to rise above them and Conquer. We are confident that this campaign will strike an emotive chord with the women of India.”
Orko Basu, Creative Director of Fisheye, the creative agency that manages Imara adds, “While different brands have had various takes on women empowerment, we have been doing it in a more surrealistic, differentiated way. In fashion advertising the biggest challenge is getting people’s attention through images that people have not seen before. When we look at the imageries we’ve created for Imara over the past three seasons, the brand clearly stands out among all its competitors.”
Shraddha Kapoor, Co-founder, Imara said, “I am very excited to launch our new brand campaign which signifies every woman’s belief in herself to overcome the odds she faces. We have designed our Spring/Summer collection to reflect these times today – from colourful culotte pants, ethnic boleros, asymmetrical kurtas to crochet shrugs – the entire range fuses tradition, experimental and modern elements. I would say to every Indian woman, be confident in your own fashion sense and style”
Imara is a contemporary rendition of the classics. A modern adaptation of ethnic wear, it offers a refreshing take on fashion for the young and the stylish. Imara is a line of clothing for the new Indian woman — brave and fearless.