National May 22, 2017
Brand Factory, India's leading fashion discount chain, a part of Future Lifestyle Fashion Limited presents their latest campaign called 'Beta BOLT' and 'Beti GAGA' to announce the 'Sports Super Sale' at flat 60% off on all footwear and apparel. The campaign humorously showcases the excuses and intentions that consumers make to support their plans of getting fit and healthy, while convincing them to check out the Sports Super Sale at Brand Factory.
Conceptualized and executed by Karma (Division of DDB Mudra Group) the campaign is created in two parts 'Beta BOLT' and 'Beti GAGA'. Beta BOLT spoofs fitness reasons created by a young boy, punned by naming him 'BOLT', the fastest man in the world. On the other hand, Beti GAGA satires the excuses that girls make to avoid going to the gym naming the female protagonist GAGA to resemble the party lifestyle of the popular singer Lady GAGA. The films are based on typical consumer behaviour of setting different types of resolutions but failing to implement any or postponing it many a times.
Speaking about the campaign, Roch D'souza, CMO, Brand Factory says, "The campaign differentiates itself from all other sports related campaigns, as it doesn't compel the viewer to get sporty or active, instead it plays with their weaker resolutions and spurs them to at least go to the sale, whether they decide to get fit or not. Targeting all age groups the campaign talks of a customer behavior where out of all those who resolve, few fulfil it. Brand Factory communication operates in the un-conventional, youthful genre and we have tried to keep that spirit in the current campaign too".
Commenting on the creatives of the campaign, Sanjay Panday, Business Partner Karma (Division of DDB Mudra Group) says, "The idea was to be different from the regular sportswear ads, since the objective was to position the sportswear category in the lifestyle space. Through the campaign we have tried to convince the consumers that even if they keep on postponing their fitness resolutions, they should still not miss the Sports Super Sale."
Sports Super Sale commences on 25th of May and is up to 28th May. Consumers can avail flat 60% discount on all sports apparel and footwear at all Brand Factory outlets in the country. The campaign is live May 2017 and is extensively promoted on television, OOH and all social media platforms.
Creative agency: Karma, Division of DDB Mudra Group
Account head: Sanjay Panday, Business Partner
Creative head: Vinayak Nayak, Creative Partner
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