Agency: Fish Eye, Bangalore
Client: SF Jeans
I think all the work done for SF is a kind of a revelation to the Indian Fashion Industry. In each and every single piece of communication from this brand, I see a sense of attitude. It moves far away from talking about the product, its great material, the confidence it brings along, the fact that it can attract women, the pricing or anything else that we so commonly see on Indian Fashion Advertising.
Instead it tries to sell me an attitude. Nobody buys Nike today because it's a great shoe. We buy it because of the attitude it sells! Similarly, most SFAds make me feel a part of their own philosophy of "BE GAME" for anything that comes your way. I so badly wish I had written any of these ads. They are just so amazing if you try and understand the kind of attitude they bring along. Superb!