Buoyed by encouraging response from Indian fashion conscious customers,KOOVS.COM, the online fashion store has launched its first multi- media brand campaign- ‘STEP INTO KOOVS.COMfor India market. Conceptualised by Grey London, the campaign is aimed at engaging with the young fashion enthusiasts and inspiring them to innovate with fashion. The new campaign will comprise of TV commercial, cinema, billboards, print and digital.

Styled as a music video, the commercial features up-and-coming British rapper Lady Leshurr performing her explosive track, Hours and 17 year-old International dance sensation Dytto, who recently performed on The Ellen DeGeneres Show. The commercial with these two young and talented international artists represents the global fashion appeal that the brand stands for. The video includes a combination of dance, music and fashion, which appeal to youth across the globe. The television commercial showcases the main leads as they ‘STEP INTO KOOVS.COM’ and experience a fashion journey across the globe. From a Mumbai street to an East London food market, from an underground party in a Parisian ballroom to the beauty of a Manhattan rooftop, the concept was designed to showcase how fashion is empowering them to achieve their aspirations.

Directed by Stink’s Martin Krejci, it took three weeks to shoot and presents an extreme technical challenge. Working with highly acclaimed technology specialist Tom Sparks, the VFX were done in camera using wires and completed in Flame. For each transition, multiple camera passes were utilised to capture multiple layers of action – actor, stunt double, clothing before and after and beauty passes. Each layer was then painstakingly composited to create a scene and seamless transition from one incredible scene to the next.

Speaking on the brand campaign, Ms Mary Turner, CEO, KOOVS Group said, “We have successfully established a loyal fan base using digital media and now want to reach out to a wider audience through our multi media campaign ‘Step into KOOVS’. The aim is to establish KOOVS as an undisputed authority on affordable western fashion. The idea is to inspire young people to explore, to be creative and enjoy fashion every day.”

Talking about the campaign, Dom Goldman, Executive Creative Director, Grey London said: “To have the chance to be a part of youth culture in India, to be part of that explosion, is an honour. We are excited to partner with KOOVS on this journey and look forward to creating different shapes of work beyond more traditional output.

The television commercial has been designed to appeal to the emerging young population who are keen to explore the global culture and want to embrace a new energy

 

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