October 22, 2024 – In a creative collaboration that highlights the power and presence of women during the festive season, India’s leading women’s ethnic wear brand, Soch has partnered with popkorn to unveil its new campaign, ‘I Am The Celebration.’ Drawing from the insight that no celebration in India truly begins until women are ready to take part, the campaign redefines festive fashion by positioning women as the heart of every celebration.
With popkorn at the helm of creative strategy, each frame of the campaign tells a compelling story of confidence, grace, and empowerment, recognizing the integral role women play in making every festive moment come alive. The tagline, ‘I Am The Celebration,’ is not just a declaration of style—it’s a bold statement of agency and influence, celebrating the vital role women hold in shaping festivities.
“We’re thrilled to partner with Soch on this impactful campaign,” said Ritika Jaiswal, Vice President, popkorn. “The idea was to move beyond the clothes and focus on the women who wear them—their presence, their confidence, and how they are the driving force behind every celebration. Our goal was to visually and emotionally communicate the essence of what it means to be a woman during the festive season—someone who embodies tradition, modernity, and beauty.”
Through captivating visuals and storytelling, popkorn has brought Soch’s vision to life, ensuring that the festive collection is portrayed in all its timeless glory. The campaign can be seen on the brand website, online channels and brand owned stores.
I Am The Celebration festive edit
Together, Soch and popkorn are proud to present ‘I Am The Celebration,’ a campaign that honors women not just as part of the celebration, but as the very reason it begins
