afaqs!

Roadster showcases the road less travelled

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | February 10, 2016
The film is based on the adventure and thrill of chasing unique passions.

Popular Myntra brand Roadster, has launched a new brand campaign after recently celebrating its third anniversary.

The campaign, created by Brave New World, aims to project the brand as the trusted outdoor companion for the restless youth. The film is launched on both digital and TV platform, and captures the spirit of youngsters as they follow their own unique reasons to be on the road.

Roadster, The Road is Waiting campaign

Roadster, The Road is Waiting campaign

The online version of the film was released a week ago and has received more than two million views till now. The film reveals three instances of Roadsters pursuing unusual passions. A non-linear narrative connects these three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an adventurous couple braving a desert storm to transfer relief supplies. The campaign revolves around the underlying message that the road is both a journey, as well as a destination for those in search of unique experiences.

Roadster, The Road is Waiting campaign

Roadster, The Road is Waiting campaign

Roadster, The Road is Waiting campaign

Abhishek Verma

Manish Aggarwal

Commenting on the campaign, Abhishek Verma, head, Myntra Fashion Brands, says, "Roadster has always believed in helping people discover new grounds and create lasting experiences. This new campaign further strengthens the brand's identity as consumers' trusted outdoor companion. We're delighted with the way Roadster has performed, and having received immense popularity and love, it is today the top-selling brand on Myntra."

Manish Aggarwal, vice-president, marketing, Myntra Fashion Brands, adds, "Roadster, as a brand, has grown in leaps and bounds over the last three years to become one of the most successful brands on Myntra. The campaign reinforces Roadster's image as a true outdoor lifestyle brand, all in the specific context of roads -- a purposeful story-telling platform that Roadster can own and differentiate itself from the generic messaging represented by most outdoorsy brands."

Joono Simon, CEO and chief creative officer, Brave New World says,"The challenge was to make Roadster relevant in an increasingly crowded category. It is a young brand and social media has a powerful part to play - it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital - because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life."

joono simon

Roadster is known for its innovative campaigns in the past such as the GTFO campaign featuring actor Ranveer Singh and the Pocketman campaign, a live human experiment to interactively demonstrate how a person could live entirely out of his jeans for 48 hours. The Pocketman campaign was critically acclaimed and was awarded at the Effies 2015 in Mumbai last week in the Experiential Marketing category.

Roadster has established itself as a strong and popular brand on the Myntra platform, especially with youngsters, through a product range which includes denims, trousers, shirts, tees, and footwear for both men and women.

Myntra is a mobile commerce platform for fashion brands. It has partnered with over 2,000 fashion and lifestyle brands in the country such as Nike, Adidas, Puma, Lee, Levi's, Arrow, Mango, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, US Polo, FabIndia, and Biba to offer a range of branded fashion and lifestyle wear. The app provides services to nearly 20,000 pin codes across the country.

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