Burnett, Leo India just acquired the integrated communications mandate for Roposo, a creator-driven, live entertainment commerce platform, and has launched the brand’s first campaign introducing its new identity.
The brand will be managed by the agency’s Delhi office, which is a business unit of Google-backed Glance, an unconsolidated subsidiary of In Mobi Group.
Roposo is one of India’s major platforms for content creators to express themselves through video on a variety of topics such as food, comedy, music, poetry, fashion, and travel. Roposo just established India’s first digital destination for ‘creator-led, live entertainment commerce,’ to disrupt the mobile and internet shopping industry.
Roposo customers will now be able to shop from hundreds of creator-led pop stores and discover products recommended by creators on live streams.
Fashion and beauty, health and fitness, technology, home décor, and lifestyle are the first categories in the app. It also allows users to interact with some of these creators by attending live events hosted by them.
The ‘Own It Now’ campaign highlights the new brand narrative through five innovators from various genres – music, fashion, comedy, dance, and fitness – who have established themselves as industry leaders.
Komal Pandey, Krishna Shroff, Aadar Malik, Lisa Mishra, and Sushant Khatri are among the film’s popular content creators, and the film’s music was written and recorded by popular hip-hop band ‘Seedhe Maut.’
“We are at an exciting juncture for the brand where we are generating a new and relevant product for both content creators and users,” said Mansi Jain, Vice President and General Manager of Roposo. Our goal is to create a single platform that brings together creators, content, and commerce in a live virtual mall-like environment.
Leo Burnett has exhibited a strong grasp of the cultural pulse and consumer behavior, which has been turned into powerful brand ideas.”
“Roposo not only has the domestic advantage, but it is also one of the few premium hybrid apps that are combining commerce and entertainment through their tech and product innovation,” said Dheeraj Sinha, CEO and Chief Strategy Officer – South Asia, Leo Burnett.
This provides the ideal foundation for us to develop a data-driven strategic approach for the brand, utilizing relevant cultural insights to craft a compelling narrative that resonates with its target audiences.
We bring together some of India’s most prominent content creators to promote the brand’s revamped offering in our first piece of work, which reflects this. We’re thrilled to be joining Roposo’s team on this exciting adventure, and we’re looking forward to charting the brand’s progress together.”
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