MUMBAI: Nobero, a travel focussed Fashleisure brand, from TMRW House of Brands has announced a new brand campaign – ‘Unhustle’. The Hyderabad based brand, has looked to build its identity around exploring the roads-less-taken!
In order to break away from the norm, Nobero encourages one to experience the life that lies on ‘the other side’- a mindful, authentic state of flow that unlocks the possibilities that might be unknown to us. The new brand campaign ‘Unhustle’ looks to embody this philosophy.
Nobero has looked to establish a niche in the fashion forward athleisure category amongst a loyal millennial consumer base. And the consumer conversations clearly indicate their preference about being mindful with life inside and outside of their professional realm. Picking up on this insight, the brand has looked to reinvent itself. The ‘Unhustle’ campaign is an extension of this core ideology that the brand says it embodies – revisit, reinvent, pause and delve-deep to unlock an intentional and authentic state of being.
Prashanth Aluru, CEO, co-founder, TMRW House of Brands said, “Last year, when we launched Nobero’s ‘social traveler’ identity, our consumers felt a resounding resonance with it. So, this year, we decided to take it a notch higher with Unhustle! Targeted at literally all of us hustling our way through life, the campaign is a reminder, a nudge, an invitation to stop & smell the coffee…literally!
As a brand that aims to cater to a ‘always-on’ generation, Nobero has looked to bring brought together fashion and comfort that suits this TG. This has been made possible by the brand’s persistent focus on consumer feedback. These consumer conversations also revealed key insight on the importance of striking a balance between doing & un-doing….this formed the core campaign thought. Crafted for the digital medium, these short-form videos tell a relatable, familiar story that leaves a lasting impression. We look forward to this campaign bringing Nobero closer home to its consumers.”
‘Unhustle’ the company added is a lot more than just a campaign. It is what you experience when you allow yourself a moment to savour the coffee, inhale the fresh morning air, get lost in a good book, unwind in a yoga session or visit your favourite holiday destination. It is anything that allows you to steal a moment or two and enjoy it without the many disruptions of daily life.
Karthik Venkat, co-founder, marketing maverick, Nobero said , “ ‘Unhustle’ is our most interesting campaign yet! We have not only taken the liberty of taking a deep-dive into our consumers’ psyche but curated a whole new way of being for them. The visually stunning films are in their own way an invitation – to slow down, look away from screens, make errands wait and live with intent. Unhustle, like our other campaigns, is a humane, personal story. It is something that we all identify with. And yet the ending of these films surprises us and makes us seek the pause we all crave! Needless to say, the Nobero journey is just getting started. We look forward to taking you along.”
The campaign is shot in 9:16, by Reels Room, an agency specializing in story-telling via reels with an emphasis on brevity getting the point across, catchy music and trendy transitions. All ingredients that enable any user to emulate the same. The campaign will be hosted on Nobero’s social media assets.
Ahsan khan, Co-founder, Reels Room said, “Super happy to collaborate with Nobero once again on their brand journey. This campaign is an extension of last year’s – The Other Side is Calling. At Reels Room, our approach remains true to the medium, using visually engaging, personally created content that resonates with consumers on vertical-first formats.”
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