The Womb India creates campaign showcasing new moves and Campus’s latest collection
The Womb India has released this new campaign for Campus, one of India’s largest sports and athleisure shoe brand.
Campus wanted to leverage its communication during the Cricket World Cup by launching the new range. Their latest collection was inspired by global designs that caters to young Indian audience and their global aspirations. This concept has been brought to life through a dance form known as “Tutting”. The ad showcases people on streets, at home and on the move with these shoes, however with a spin, wearing them on their hands while tutting. These commercials were shot in Istanbul while the film’s music was composed by renowned ‘Gully Boy’ fame Dub Sharma.
Nikhil Aggarwal, CEO, Campus Activewear, said: “At Campus our mission is to inspire young Indians to be part of the ongoing trend and stand out from the crowd. Campus has a very deep-rooted understanding of its customers hence the product offerings are created, keeping in mind what they aspire for- comfortable, durable & stylish shoes, which make them feel empowered and confident. The brand has created international designs for the Indian consumers creating a distinct product proposition in the category. Campus wanted to pick up a sport which had very wide appeal to Indian consumers and there is nothing comparable to cricket. With billions of people expected to watch the tournament worldwide, we wanted to offer our designs and nudge our consumers to show their moves.”
Navin Talreja, Founding Partner of The Womb, said: “The products are well designed, stylish and great value for money. We discovered Tutting and felt that as a concept it would best resonate with today’s youth. Music and dance are at the centre of their social lives and shoes play an integral role in building their identity in these set-ups. We wanted to create a vibe amongst our audience to try something new, that is cool and gets noticed. Our current communication captures a celebration of this style and high fashion.”
“I was excited when I first heard the concept. Incorporating tutting as a concept to showcase shoes was just so mind-blowing which I wanted to put my heart and soul in for its uniqueness and to be able to give a very different narrative. The music was a challenge to work on without lyrics and crack a tune that keeps you bouncing,” said Afshan Shaikh from Good Morning Films.
Credits:
Agency: The Womb
Founding Partners: Navin Talreja and Kawal Shoor
Creatives: Suyash Khabya and Arnab Manna
Account Management: Dhaval Jadwani, Sarita Crasto and Shreya Patel
Planning: Rohit Mani, Pranav Shetty, Priya Royzada, Sanika Bhuleskar and Nikhil Pillai.
Production House: Goodmorning Films
Director: Afshan Shaikh
Producer: Siddhi Bhopale, Tavishi Gawri, Prasanna Naik
Executive Producer: Vikram Kalra, Robin Dcruz, Shashanka Chaturvedi
Music: Dub Sharma
