Hip, Haute and Happenin’!

  
   The problem that Charagh Din faced as a brand was its connectivity to the youth. So the task at hand was not only to bring out its wide range of clubwear but also position it as a young and happening brand. After much deliberation, VGC launched a campaign with lots of oomph and attitude. It captured the lifestyle of the successful young generation, by showing them being chased by the paparazzi. The copy line ‘In haute pursuit’ aptly translated the thought bringing in the fashion angle. Shot in South Africa, the campaign oozed youthfulness, vibrancy and colours. Not to mention, the sleek TVC and a splash of hoardings that added to the impact.

   Charagh Din

   The mega shirt store brand needed a brand new image. Something contemporary and competitive enough to take on the host of international names which were collaring the market. In other words, the 45-year old brand needed a 21st century makeover. And got it!
 

   Charagh Din online

   Charagh Din, the mega shirt-store, was offering its products on the net. The print campaign needed to announce the launch of the website that would make Charagh Din shirts accessible to customers in any part of the world. Accessibility being the key factor, the series of ads showcased the different faces of Charagh Din customers from across the globe, while the headline proclaimed its availability in a tongue-in-cheek way. The tag line “Your planet. Your body language.” proclaimed the creation of a virtual community of Charagh Din loyalists, which was what the TVC capitalized on.

   Charagh Din Men’s Line

   The idea was to launch the new men’s line in a way that would complement the look and feel of the new designs. Interesting textures, daring styles, exciting prints. In short a range that blended good looks with a dash of experimentation. The press campaign therefore took an approach that was stylistically and compositionally different. Using mirrors to frame and reflect not just the shirts but the body language of the brand itself. The result – a striking campaign that speaks volumes without saying a word!

   Ditto by Charagh Din

 
   Young people in the city of Mumbai were unable to vibe with what Charagh Din stood for. To them it was an ‘oldie’s only’ brand. Plugging that gap, Charagh Din launched a line of funky, unisex party shirts. And VGC launched a campaign that projected a bold, flamboyant image that would capture the imagination of the youth segment.

   “Your planet. Your body language.”

   The tag line “Your planet. Your body language.” proclaimed the creation of a virtual community of Charagh Din loyalists, which was what the TVC capitalised on.

In a series of candid close-ups, an African, a European and an Oriental express in their own mother tongues and through excited gestures how overjoyed they are to have found their favourite Charagh Din shirt without having to travel far from home! Together the two campaigns successfully projected Charagh Din as the one fashion statement that brings young people across the world together.