In these unique times, European denim brand ONLY in collaboration with Cosmopolitan India, innovates to present the retail world’s first campaign with brand ambassador Ananya Panday, shot entirely at home!
With ONLY at Home, ONLY captures the canvas of Ananya’s lockdown diaries, encouraging girls to experience these unprecedented times with joy and creativity, while most importantly embracing oneself. Even as the world limps back to normalcy, self-love and self-care will not go out of style. The campaign portrays the new reality of the world, through the lens of the brand ambassador. ONLY at Home encourages consumers to wade through this season with a smile and unswerving hope, while continually moving forward.
Medianews4u spoke to Vineet Gautam, CEO & Country Head, Bestseller India on the campaign and the relevance of it during this crisis and lockdown.
Link to the campaign: https://www.only.in/
A fashion brand like ‘ONLY’ think of doing a campaign like this?
In these unique times, the impact of the pandemic has made us brace ourselves for a gradual recovery while thinking on our toes. To accelerate brand visibility and stay connected with our consumers, we conceptualized this innovative brand campaign along with Cosmopolitan magazine for our womenswear brand ONLY that caters to stylish millennials. The campaign exudes ONLY’s brand ambassador, Ananya Panday’s vibrant personality, cementing the ‘real girl’ ethos of the brand.
‘ONLY At Home’, captures the canvas of Ananya’s lockdown diaries, encouraging girls to experience these unprecedented times with joy and creativity, while most importantly embracing oneself. Even as the world limps back to normalcy, self-love and self-care will not go out of style! Hence, this was a campaign woven together in creative heaven with Ananya being a part of it.
How did the ideation come about, and how did the Creative Agency go about shooting this campaign?
The campaign attempts to portray the new reality of the world, through the lens of ONLY’s brand ambassador – Ananya Panday. We collaborated with Cosmopolitan India, to innovate and execute this idea further. The thought was to create a canvas of looks with our stunning brand ambassador to motivate girls to dress-up at home and to have fun with their style & looks even while indulging in various daily activities and while pursuing new hobbies from home.
ONLY at Home encourages consumers to wade through this season with a smile and unswerving hope, while continually moving forward.
How did Ananya go about shooting for this campaign?
Our ONLY girl Ananya is edgy with a signature style, just like our brand and we wanted to showcase that! We’re adjusting to current times and Ananya was quick to adapt to the new ways of shooting at home. It was a challenge to shoot the brand campaign at home – however the end result has been creativity and adaptability at its peak! When we sounded off the idea to Ananya, she was extremely excited to be a part of a campaign photoshoot. With the concept in place, we had the best in the business directing her virtually. It was a completely different process and experience for everyone but one that Ananya and the entire team thoroughly enjoyed! She has also been excited to see the positive response the campaign has been garnering on social media.
Promotion of the campaign?
Currently, yes. Given the nature of time we are in, digital consumption is at its highest and we find that to be the quickest and the most relevant way to stay connected with our consumer base. However, once all stores open, we will be using these images for our in-store imagery as well.
A lot of brands are innovatively shooting campaigns during this crisis, your thoughts?
The situation we have found ourselves in today has forced us to think innovatively and reimagine basics like brand campaigns, working effectively from home, and more. I must say that as a brand, we have adapted exceptionally well. Shooting a brand campaign involves various nuances and requires a large team to ensure every single element is woven together to ensure a seamless final product – right from the ideation & scripting to direction, production, and the final editing. Brands have always been used to shooting campaigns outdoors or in a studio set-up, however over the last few months during the lockdown, the industry has had to quickly adapt to working from home and with social distancing being the norm, shooting with a large number of people was out of the question. At the same time, it was important to still remain connected with the target audience, keeping them informed of either new developments at the brand’s end or even just to spread a message of hope and positivity during these difficult times.
With ONLY At Home, we wanted to reach out to young girls and focus on how important it is to focus on self-care and self-love and to continue pursuing hobbies and developing new interests from the comfort and safety of your homes.
We’re definitely emboldened and filled with hope for the future. We will continue to set more trends, bring in more innovation and focus on forging an inimitable bond with our customers. We’re glad we could create something so iconic with the perfect muse.