India – Casual apparel brand The Souled Store has released new films to promote its ‘Supima’ clothing line, featuring digital personalities Shayan Roy and Govind Menon.
The films, produced by Kulfi Collective’s branded content arm Supari Studios, The Souled Store aims to overturn the narrative that “basic” reflects a ‘no efforts put in’ sentiment by revamping the term into a positive state of mind while also instilling a sense of belonging, freedom and comfort.
In addition, the films showcase the three prime features of the Supima collection in a way that attracts the Gen Z and Millennial audiences.
Talking about the project, Victor Daruwala, creative director at Supari Studios, said “Most ads have the creative liberty of time duration when it comes to delivering their message. We, on the other hand, had a hard stop of 15 seconds to say what we had to say. This made it challenging as well as interesting for our creative team to take a crack at, and the result was nothing short of genius. We managed to say what we had to by saying less, focussing on key product attributes, and using humour alongside a quick snappy edit to deliver the message.”
Meanwhile, Sujoy Dutta, SVP for Marketing at The Souled Stored, commented, “We had a great time partnering with Supari Studios on our campaign for Souled Store’s Supima t-shirts. They showed the functional benefits of the range in a way that was engaging and showcased Souled Store’s warm, endearing personality. We didn’t have to choose between creativity and business objectives, which we loved.”