An appreciation of individuality | A celebration of sisterhood
Mumbai, India, 8th March 2023: DViO Digital, a creative-tech and digital-first marketing organization, has launched a unique campaign for Max Fashion – #ItsSoYou. As an ode to women, this Women’s Fest will be rolled out in conjunction with International Women’s Day on March 8th this year.
Five women, five stories, All Unfiltered! The anchoring asset of the #ItsSoYou campaign is a celebrity mockumentary series featuring Tripti Dimri, Sanjana Sarathy, Sunakshi Grover, Anjali Sivaraman, and Samiksha Pednekar. The one-minute digital films will give the audience an opportunity to explore the unfiltered side of these much-loved and popular influencers/celebrities in their open and true elements. The campaign #ItsSoYou stems from the idea that a woman can be adventurous, stylish, quirky or confident; the brand urges its women audiences to cherish and celebrate every facet of their personality in style.
Be it a woman who likes to shake up the status quo, a woman who spreads happiness like confetti or who finds beauty in the smallest moments, whatever her style, Max Fashion has something in store for them. This engaging two-week Women’s Fest, which went live on 24th February 2023, will be promoted across all brand touch points and augmented with product posts, reels, quirky consumer contests, email marketing, SMS and WhatsApp.
Commenting on the campaign, Sowmya Iyer – Founder & CEO, DViO Digital, said, “We are excited to see this fun campaign come to life. Individuality is a big part of fashion in its entirety. For this Women’s Day, we wanted to break down the moulds of conformity and create a campaign which celebrated women – unfiltered and in their true elements. #ItsSoYou brings to life this narrative! Whether experimenting all the time or making every day basics stunning, every aspect of women should be celebrated in style! The mockumentary with the influencers/celebrities is my favourite part of the campaign, and the women audiences will surely relate to it.” Regarding the campaign, Pallavi Pandey, Vice President & Head of Marketing, India at Landmark Group – Max Fashion said, “The term “style” extends to encompass two meanings – personality of a person and fashion; both are unique. Hence, this wordplay is what had us from the word go. At Max Fashion, we believe that fashion is an expression of individuality. Hence, #ItsSoYou is our attempt to laud women and celebrate their style. This campaign is fun, fluid and yet so meaningful. We loved the concept.”
