Indianwear brand, Indya from the house of High Street Essentials Pvt. Ltd., has launched its first brand campaign – ‘I am Indya’.
Celebrating the social and cultural contradictions that the millennial Indian woman embodies and lives today, the campaign sets the tone for what the brand stands for in its positioning and design philosophy.
The campaign is led by a brand film conceptualised by creative agency, Humour Me.
The film stars 5 women who are the new faces of achievement; not put on a pedestal but charting life on their own terms by taking the road less taken.
Pratima Singh, a player for the India Women’s National Basketball Team, is an unstoppable small-town girl who made the national anthem ring loud in a stadium in China.
Tania Sachdev, an Arjuna Awardee and Chess Grandmaster, holds a world record for being the youngest player from any sport to win an international title. She believes that her open upbringing has shaped her into who she is.
Kavya Trehan is a born entertainer, alternative music artist, and an actor who fearlessly pursued her dreams to make a mark step by step!
Ira Trivedi, an author and yogini, has written books and won awards for her brave social commentary. She writes about modern India in all its complexities while finding life in asanas and comfort in bhajans.
Tanisha De, a budding model from Kolkata, is steadily making her way to the top while changing the standards of beauty in a country that is obsessed with white skin.
Together they speak of the beautiful contradictions that make an Indian naari, the global woman she is today.
Tanvi Malik & Shivani Poddar, Co-founders of Indya, maintained, “Indya was born out of the thought to re-look ethnic fashion by considering the lifestyle and aesthetics of a modern woman living in a globalised India, blurring the old lines between western and Indianwear, making fashion a form of self-expression. Our campaign too, is an ode to her. It celebrates her duality of being traditional and modern with complete grace. This duality, instead of being a constraint, makes her stronger. She is raag and she is also rap; she is bindi and she is also boots; she is a Devi, and she sure is a diva!”
She added “Our film speaks of every woman we know today. For this campaign, we wanted to showcase the brand with women that epitomise this genre-blurring cultural context – women who are setting new standards in ambition and achievement, while remaining grounded and proud of their Indian values. We are glad to launch Indya’s first campaign and will look forward to more women relating to our brand’s philosophy.”
Along with the film, Indya has published the stories of these women on its website’s campaign page. The film will also be showcased across various other digital content platforms.
The digital spread is being supported by an OOH cover in metros and mini-metros, and print insertions in major dailies, all being spearhead by media buying agency, OMD India.