The TVCs, titled, 'Deo', 'Saturday Night', 'Out' and 'Dry Clean', feature different boys under various circumstances, who wear the same T-shirts for various outings and only change their accessories if needed. The TVCs end with the tagline, 'Boys don't fake it!'. Two other TVCs titled 'Coordinated' and 'Messed up look' show two girls getting dressed - while one coordinates all her accessories with the dress worn by her, the other girl intentionally messes her proper look to create a new look. The TVC ends with the tagline, 'Girls can fake it!'.
Arun Iyer, national creative director, Lowe Lintas & Partners, explains, "All the television commercials are based on one single insight, that is, 'how comfortable people should be being themselves'. And, boys are never bothered that much about their looks and apparel. Even while going out, boys don't think much in terms of clothes. As for girls, they are a lot more thorough and even when they intend to dress down, they do it intentionally. The TVC reflects the insights in a very natural way."
The campaign comprises nine TVCs, of which four feature girls and five are based on boys. Also, the company will launch a print campaign on June 1. The brand plans to use daily newspapers for ads featuring boys and lifestyle magazines to target girls. It also plans to launch an out of home campaign.
Atika Malik, senior vice-president and executive planning director, JWT India, remarks, "Getting it just right in youth brand communication is always a bit of a tightrope walk. In this one, what works are execution elements like the deadpan, the matter-of-fact underplayed vibe, the silence, the scratched sound track. Even the specific film insights of guys nonchalantly exchanging tees, adding a special touch for a date and creation of accidental fashion are nice."
According to Malik, what doesn't work is the 'Boys don't fake it 'and 'Girls can fake it' tagline and what it brings to the party. "The brand's strategic intent, 'I am sexy, when I am me', is simple and resolves the fit in and stand out dilemma of the youth. And, a fashion brand can own if it's encouraging an individualistic fashion touch. But why add the boys and girls polarising behaviour of faking or not faking as a layer to the idea? Here, 'Idea pe idea' is not needed," she adds.