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Myntra's Roadster Life TVC goes viral first, then hits TV sets

The campaign, conceptualised and created by Brave New World, celebrates those who follow the road less taken

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Myntra's Roadster Life TVC goes viral first, then hits TV sets

Myntra's Roadster Life TVC goes viral first, then hits TV sets

The campaign, conceptualised and created by Brave New World, celebrates those who follow the road less taken

BestMediaInfo Bureau | Mumbai | February 11, 2016

Click on the image to watch the TVC. Click on the image to watch the TVC.

Retail e-commerce giant Myntra's outdoor apparel brand, The Roadster Life's new TV commercial hit the airwaves this week after it went viral on social media over the last week. The film has been conceptualized, produced and shot by Brave New World Communications, a Bangalore-based integrated communications agency.

The film was released on Facebook and YouTube on January 27 and has been received very positively so far. At last count, the video was viewed more than 15 million times and shared more than 8,100 times. The film was released on TV on February 5.

The goal was to appeal to a younger audience who value experiences and are tired of the usual tourist spots. The agency's strategic approach was single-minded: to own roads as a brand platform by positioning them as the most diverse of destinations. The claim is subtly supported by the products' deep-design interpretation of archetypal roads, from driveable coastlines and broken paths to desert trails and forest paths.

“The challenge was to make Roadster relevant in an increasingly crowded category,” said Joono Simon, CEO and Chief Creative Officer of Brave New World. “Roadster is a young brand and social media has a powerful part to play – it was important for the commercial to establish a context for sustainable two-way conversation. Creating a sense of scale was also vital – because the backdrop of the great outdoors is our real invitation. Once you accept it, Roadster has an enabling role to play in your life.”

The film is a tip of the hat to those who follow the road to pursue unusual passions. A non-linear narrative stitches together three unique instances: a free spirit collecting his own brand of experiences along rocky coastlines, a ranger on a tiger census making her own trail through the forest, and an intrepid duo braving a desert storm to deliver relief supplies.

The underlying message is a simple one: the road is both journey and destination for those in search of unique experiences. The recently released film is the first salvo of an integrated interactive campaign for the brand.

Brave New World It was started by industry veteran Simon in January 2015. Its clients include Myntra's Roadster Life, Total Environment, Zago and Hug Innovations, among others.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:  

Agency: Brave New World

Founder & CCO: Joono Simon

Creative team: Sraman Majumdar (Jijo), Nivina Hameed

Films: Aamina Shazi Arora

Account Management: Keerthi Raju

Production house: Thinkpot Productions

Director: Manoj Pillai

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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