Articulation: #FILMYRAHO #GETTHEMTALKING

Insight: Films and film stars have proven to be influential when it comes to tier-2 cities, i.e., b-towns.

Idea: Using ‘filmy’ as our central thought, we push out our clothes and accessories. We tie them back to
the film stars and their styles and ensure relatability. This is done through digital activation ideas and
content buckets that focus on filmy fashion.

Manifesto plan:

I’m loud, I’m dramatic,

I can be a fanatic

I dress to impress,

It’s 100%, no less,

I love film-stars

Flashy jewelry and cars

I am often expressive

And very obsessive

Unapologetically me

I will always be

The one thing I say

Every night and every day

Aur jo bhi ho

Bas filmy raho!

Thought starters:

1. Content buckets:
a. Guess the Filmy Dress – recreating iconic looks (flat-lay shots of an outfit put together,
based on iconic movie trends. UGC angle: they guess the song and the movie; the entire
look can be made shoppable with links or tags on Instagram)
b. (Star Wali Selfie) Spotlight – pick a fan of the week and showcase their Trends style. Ask
users to send in their look created with our products. They get featured on the page and
get gratification for the same (vouchers and gift cards, gift baskets, etc.)
c. (Legends reborn – Style ka Punarjanam) Star-cation – Vacation looks for those who live
like the stars (holiday themed outfits, inspired by the stars, prompting people to dress
like them) How to wear clothes in today’s fashion (revamping old star looks; anarkali,
muffler, Patialas, dungarees)
 2. Release a multi-lingual song, the Trends Anthem, and use that to push the clothes further into
the limelight. Also turn this into a UGC activity by getting people to lip-sync battle through Tik
Tok or other apps. Winner will get be featured in a fan-made video for the Trends Anthem.
3. Walk the talk (repurposed; the whole idea can be done with regional influencers, making this
relatable to all people)
4. Style Trip (this idea was based on taking a culture-finding trip through the country, especially to
smaller towns, picking ideas and influences from there)
5. First day first show – new clothes launch idea: Just like movie premiers, we launch a style
(checks for example) through an exaggerated and aspirational approach, making sure the
audience relates to the filmy aspect and is interested in the new style being launched. This can
also be done through in-theatre ads before regional movies.

Note: We will pick a movie that is trending, recreate that look with Trends clothes