Wake The Town
Gear Seven/Arc Studios/Shift
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • French Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South African Edition

Indian Fashion Launch Reminds Nation of its Rich Style Heritage


Patanjali Paridhan launches with L&K Saatchi to highlight the country’s history of homegrown fashion

Indian Fashion Launch Reminds Nation of its Rich Style Heritage

Patanjali Ayurved Limited is launching Patanjali Paridhan, a fashion brand that aims to provide a range of world class Indian-made apparel.
The launch campaign was created by L&K Saatchi to introduce the brand, carving out a special positioning within the larger brand while emphasising youth, modernity, fashion and trendiness.
The big insight that the agency unearthed was the fact that fashion in India is still very west focused. If you discount the token FabIndias, Manyavars and a few local players, there is no national level India-centric fashion brand. Also, Indians feel slightly defensive about Indian fashion as compared to western fashion, unless it is ethnic wear.
The brand wanted to bring Indian fashion fabrics and styles back in to everyday life. To prove that Indian fashion is best suited for Indians’ body type and climatic conditions, and to celebrate the country’s rich and varied fabric heritage. The idea was to create a movement – Tann Maan Dhan Indiapan, to remind people of the rich heritage of fashion that people in India have surrendered in the blind pursuit of western fashion.

K.N. Singh, CEO, Patanjali Paridhan, said: “India was once one of the biggest exporters of clothing, textile and styles. With changing language and cultures every 200kms. In India, one can see a blend of different weaves, textures and styles. Gradually, we have moved to adopting too much of western clothing and styling. The aim is to bring the focus and interest back to Indian clothing. Every outfit can be adapted for comfort and that is what we aim at doing. We are creating fusions and blends of different clothing formats and styles. Patanjali's objective, through Paridhan, is to mould the old format of dressing into latest, more comfortable styles, for the Indian youth, while helping the various state handloom corporations and the weavers. All of the products have been selected basis the colour scheme, mood board and quality defined by the global authority on garment quality. Even products and styles from all the Indian states have been given space on our shelves. Our prices are at least 60% less than the international brands. But consumer has to try and use the product to know Patanjali's quality in apparel range.”

The campaign has been conceptualised by L&K Saatchi and Saatchi. Anil K Nair, Managing Partner, L&K Saatchi and Saatchi said: “Patanjali is a home grown brand that has proven that Indian brands can achieve great success on its own. And on the back of this, Patanjali wishes to provide a range of world class apparel for every Indian’s needs and wants, and that’s the philosophy behind the inception of Patanjali Paridhan. The brand is built on a strong foundation of values that include pride and respect for our cultural identity, being comfortable in our own skin, celebration of our rich heritage, providing value for money, and being aspirational. And also moving public consciousness from a western-fashion-orientation to ‘desi coolness and swag’.”

Kumar Suryavanshi, executive creative director at L&K Saatchi and Saatchi, said of the campaign: “Very rarely does one, as a creative person get a chance to work on a unique brief to build an indigenous fashion brand. I thank Patanjali Paridhan for giving us such an opportunity. The challenge was to maintain a balance between Patanjali's Indian values and fashion codes and sensibilities. The challenge was to bring alive the feeling of Indiapan while showcasing fashion, which has always been associated with international brands. I think we successfully managed to capture the soul of the brand and expressed it beautifully through visuals and the anthem. With the help of a super energetic team, we shot across the country to celebrate diversity in the brand’s offerings. We want people to take pride in Indian fashion and break conventions. We are very thankful to Swami Ramdev Baba who has agreed to play the pivotal role in the film and gave us a free hand to make this beautiful and evocative film.”

Ashish Naik, executive creative director, L&K Saatchi and Saatchi, further added: “It was a pleasure to shoot this campaign as the clothes were vibrant and captured the true essence of India's diversity. The beautiful locations added to the charm of the campaign.

The campaign will be running on TV, print, outdoor, radio and digital platforms including the social media handles of the brand and the talent.


Production Service
Post Production / VFX
Agency / Creative
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Genres: People, Fashion & Beauty

Categories: Fashion Platforms, Clothing and Fashion, Mon, 11 Feb 2019 13:29:13 GMT