IMARA fashions a new brand campaign for A/W 16 with Shraddha Kapoor
Imara, the celebrity fashion line founded by Universal Sportsbiz Pvt. Ltd (USPL) with Bollywood sensation, Shraddha Kapoor has launched ‘Fashion your own world’ – its latest national brand campaign on the launch of its A/W 16 collection. This season, Imara gives every woman the right to style her dream world. The AW 16 Imara collection emphasizes on the fact “you create your world.”
With stunning imagery that draws inspiration from nature – the visuals transport Shraddha Kapoor to the lands of oysters, butterflies and fireflies emphasising freedom. The central theme of the campaign is to empower women that they make their own choices and should stick to it and never let anyone ever influence their life changing decisions. The campaign consists of three visual narratives. Each of these narratives depicts Shraddha in various avatars, confident and fearless. The message is for the contemporary women – to be confident, have an opinion, and to stand up for one’s own belief system.
Anjana Reddy, CEO, Universal Sportsbiz commented, “Imara has carved out a space for itself with breathtaking imagery that celebrates the power of women who live life on their own terms. This season, we continue Imara’s journey with Shraddha Kapoor, showing the Imara woman fashioning her own world.”
Orko Basu, Creative Director, Fisheye, creative agency which manages Imara commented, “The spirit of Imara has always manifested itself in strong women. For Autumn/Winter 2016, we decided to focus on festive, celebratory images that showcase Shraddha Kapoor using nature to bring light and joy to the world around her.”
Thrilled about the brand’s new campaign, Shraddha Kapoor, Co-founder, Imara said, “I’m always excited to be in an Imara campaign and the latest one lives up to its own high standards, with images that are simply amazing. To all the girls out there, I have but one message: stay true to yourself, fashion your own world.”
Imara, launched in February 2015, is all about reinventing fashion classics and creating a contemporary product narrative for ethnic wear, targeted at the young woman of today. Bollywood diva Shraddha Kapoor is the face for Imara, and offers a refreshing touch on fashion, for the young and the stylish. The product designs reflect the changing outlook of the Indian woman. What women did once upon a time is not relevant today and women, today, look at life in in a more carefree, liberated and progressive manner and that’s the target audience that Imara reaches out to. Imara is presently retailed at stores of Shoppers Stop and available online on Myntra.