Arvind Fashion — Hyphen Brands Case Study

01

In a category largely dominated by the image of an almost perfect man, played for decades — how do we create a differentiated brand message? We turned the lens inward.

We looked at the competitive landscape and decided that the communication should be centred around the USP itself. Product USPs are very rare in this day and age. When you have one, you don't disguise it — you amplify it. Supima cotton, one of the finest fabrics that can be worn, was treated to also make it a fabric that allows complete freedom of movement. This combination of a nice body feel plus freedom of movement was laddered onto the Live Free concept.

02

The product turned out to be the perfect inspiration for the entire brand campaign idea. The USPs of the fabric were brought to the fore with a new age treatment in the apparel category.

To show freedom of movement with maximum exaggeration, the idea of using other human beings as stiff mannequins was conceived — doing a cheeky double take from the world of fashion apparel itself. The stiffness of formal wear is legendary. At the expense of looking sharp, we trade in ease of movement and feeling of freedom. The visual contrasted our protagonist's fluid grace against a world of rigidity.

03

The freedom of movement was then layered up to make the protagonist a mischievous yet lovable hero — able to move through a seemingly static world without anything to hold him back.

To create a distinct brand personality, we decided to build a Krishna archetype versus the Ram archetype that a competitor had occupied for decades. This playful quality of the character blended seamlessly into the body language and the fabric USP story. Film being a moving medium, the static-ness of the mannequins became an eyecatcher — and it was easier to communicate the concept of freedom of movement with only our protagonist moving.

04

The frozen world was exemplified by mannequins — a cheeky double take from the apparel universe. The entire world turned into a stiff setup provided the visual hook and the cool style element for a fashion film.

We created a distinct visual language for the photoshoot that was translated and applied across print, OOH and POS mediums. The confident stance, the detailing of the fabric and the unique language of taking pride in the Fabric USP paid rich dividends — the campaign was a big success at the retail level across India.