Mumbai: Looking to break stereotypes, SOIE, a lingerie brand from Ginza Industries has launched ia campaign. It highlights a father-daughter relationship. The campaign, launched with a brand film portrays the bond between a father and daughter. It focusses on the thoughtful gesture of a father purchasing activewear for his daughter to support her fitness journey.
The ad looks to challeng stereotypes by depicting a father choosing innovative and stylish activewear for his daughter, despite her initial reluctance to open up to him, ensuring she has the best for her workouts and enjoys a weekend cycling trip with her friends. The campaign highlights the versatility and high-quality materials of SOIE’s latest collection, crafted to provide maximum comfort and support for various activities, from gym workouts to yoga sessions, from a daily running and cycling routine to even casual wear. The campaign emphasises on the significance of family support and the meaningful actions in a parental relationship that promotes body positivity and emotional well-being.
Amrit Sethia, VP, SOIE – Ginza Industries said, “We wanted to create a campaign that not only showcases our new activewear collection but also tells a heartfelt story that resonates with our audience. The bond between a father and daughter is special, and through this campaign, we celebrate those small yet significant gestures that show love and support. Our campaign illustrates the same, as we showcase the emotional support by a father making his daughter feel confident and comfortable. Meticulously crafted for durability, flexibility and style, at SOIE, we ensure premium craftsmanship and thoughtful details, with utmost importance given to quality, in order to celebrate every body type.”
With this campaign of ‘Weaving Deeper Bonds’, SOIE celebrates all those special Fathers whose unconditional love ensures uncompromised comfort and care, transforming disappointments into delights by intuitively understanding their children’s desires. With surprising actions, they make every dream, big or small, come true, highlighting the profound impact of their support and love.
Established in 2011, SOIE said that it has grown to over 1000 multi-brand stores with a social media and e-commerce presence. It added that it is committed to empowering women and celebrating femininity through its collections. The aim is to offer fits, style and luxury at honest prices, allowing women to exude refinement and confidence. SOIE added that it aims to makes women feel beautiful inside and out every day. Quality and social responsibility are important to SOIE. As an example of their dedication to giving back and fostering healthy social development, the company donates 2% of their revenues to tribal education projects it explains.
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