Reliance Trends, a fashion retail chain across India and a subsidiary of Reliance Retail, announced the appointment of Bollywood actor Aneet Padda as its new brand ambassador.
Trends has launched a campaign “TRENDS PARTY CRASHERS – fashion that gets you in” featuring Aneet Padda.
The campaign, released at the cusp of the December party season (with multiple weddings, Christmas, New Year and other such occasions), shows a playful avatar of the brand not quite seen before.
Seeing the party season as a key strategic period for sales as well as image-building, this campaign immediately gets to work on showcasing TRENDS’ eye-catching partywear offerings.
Trends has partnered with Bengaluru-based agency Phantom Ideas to launch the campaign. Both the brand and their agency team recognized the need for the brand to literally ‘crash the party’ for a highly competitive partywear market, by introducing an offering that stands out against run-of-the-mill catalogue concept campaigns run by other competitors in the sector.
The campaign themed as “Aneet’s party picks – Fashion that gets you in” features Aneet and her friends confidently crashing parties they haven’t been invited to. On getting caught, she uses her charm, confidence and her awesome outfits from TRENDS to get away with it. It’s a real celebration of those who stand out even while they’re fitting in at scenarios like wedding parties, brunch parties and house parties.
Nitin Sehgal, Business Head, TRENDS, said, “As the go-to fashion brand for a majority of the country, TRENDS has the responsibility to be a trendsetter for young people everywhere. This campaign shows that we have our finger on the pulse of the youth and reinforces the brand’s position as the all-occasion stylist to modern India.”
Robbie Anthoney, Founder and Chief Creative Officer, Phantom Ideas, said, “The Party Crashers campaign intends to show TRENDS as a fashion brand who is willing to stand out and push the envelope of playfulness, yet stay rooted in our desi-ness. The combination of TRENDS’ modern partywear styles, Aneet Padda’s charm and some sharp storytelling is exactly what was needed to get the brand into the minds and closets of India’s partygoers.”
Recently, Padda has also been appointed as an ambassador of Lakmē Cosmetics and Mia by Tanishq.
