"If there's a place that I haven't seen
That's where I am headed to
That's where I want to be. I will know when I see it
Waiting down the line
(And) when I'm there, without a care, I'll leave it all behind"
Well, that's how begins Roadster's 'The Endless Road', which as the in-house casual wear brand from the online fashion portal Myntra calls 'an anthem for wanderlust'.
Conceptualised and composed jointly by the ad agency Brave New World and the Indie rock band Girish & The Chronicles, the song has been shot in the Rann of Kutch (on a 40-feet flatbed truck rigged out to look like a stretch of tarred road moving through the landscape).
The lyrics can be interpreted as the brand's call-to-action to youngsters, urging them to take to the open roads that are waiting to be discovered along with the multitude of sights, sounds, and passers-by who make their road trips more exciting.
The brand has tried to portray itself as the perfect outdoor companion for the young and restless souls for journeys of such kind through the three-and-a-half-minute-long music video which is accompanied with some catchy and hummable lyrics.
Commenting on why he chose to be associated with the project, Girish Pradhan, lead singer, Girish & The Chronicles, says, "Well, life is a journey -- a path with infinite possibilities, with occasional stops to breathe and live the beauty of the moment. That's the endless road."
The music video has already clocked 1.1 million views on YouTube and 2.9 million views on Facebook so far.
"The campaign is meant to reinforce the brand's position as the trusted outdoor companion for the young and restless. It's a continuation of 'The Road is Waiting', our previous Roadster campaign. Our aim was to introduce a popular song which captures the spirit of Roadsters as they follow their own unique reasons to be on the road. We have always tried to push marketing innovations to involve our consumers in new and interesting ways, and this was an interesting way for us to do just that," adds Abhishek Verma, head, Myntra Fashion Brands.
Joono Simon, founder and chief creative officer, Brave New World, informs, "Roadster enjoys a loyal fan base and we recognise culture as an important connecting tissue between the brand and its fans. In this context, 'The Endless Road' with Girish & The Chronicles is an important step to infuse music in an experiential way as an overlay onto a brand ethos that has always been centred around life on the road. There is a lot of white noise out there - this is another unique attempt to go beyond the schematic way of doing things, to stay fresh in the game for the Roadster fan."
Myntra is a leading retailer for fashion and lifestyle brands. It has partnered with fashion and lifestyle brands such as Nike, adidas, Puma, Levi's, Wrangler, Arrow, Jealous 21, Diesel, CAT, Harley Davidson, Ferrari, Timberland, US Polo, Fabindia, and Biba.