bbrave Kicks Off with A New Campaign – “What’s holding you back” Marking the Fashion Brand's First Bold Question
The campaign
conceptualized by Pontem Integrated makes Indians think about the human and social
issues and leaves them with a question on what’s holding them back from being
brave to take some action
Fashion apparel brand bbrave has launched its first campaign ‘What’s
holding you back?’ to urge people to be open and courageous about their
beliefs and convert them into action. Fashion has the power to make a
difference and bbrave’s range of apparels and accessories is trying to
help people express their belief. What’s holding you back, a digital
medium focused campaign urges Indians to rethink why they do not take action, they
do not raise their voice, stand up for justice, even when they want to. What
stops them?
Conceptualized and created by Pontem Integrated, the first film of the
campaign attempts to raise the pertinent points through different situations.
Whether it is speaking your mind out or raising voice against injustice or even
helping people, it makes people think/question why they do not take the action.
The central idea for the campaign - What’s
holding you back - emerged from the research done by the team at Pontem
Integrated, amongst various group of citizens. They studied the behavior of
people who see enough social and political issues that concern them but some of
them accept it, some remain mute spectators, some just ignore and then there
are many who are shocked, feel depressed and want to do something but feel they
are not ‘brave enough’ to stand up, express concern, raise voice or
taking action. In many cases people felt that remaining silent is also a tool
and a defense mechanism to cope with the happenings around. Other insight of
the study by Pontem Integrated, also showed that many feel as long as the
issues are not affecting them directly one should not ‘interfere’; while many
want to take action but don’t want to be the first one to raise and issue. Many
feel that their lone voice may be lost and ignored. Their probe also revealed
that even when the world is facing the Covid pandemic and fighting for
survival, the other societal issues are still alive.
“bbrave is an
open source brand inspired by the brave hearts of India. There is an active
minority that is taking action to benefit the society and the world, but we
believe there are more willing people in the world. Inspired by these warriors
we are create product lines that puts their philosophy in front of the world.
We try to encourage people to step out of their comfort zone and do things they
wouldn’t normally do,” said
Ummed Singh, founder and CEO of bbrave. “As bbrave brand we believe that our society and world can
be made better only when people are brave enough to stand up for change. We are
a medium for people to pronounce what they believe in and in the process, we
want to help the society. This is to nudge them to think. We use fashion to
give voice to their beliefs. It helps create awareness about those heroes and
their issues; it engages people with the issues and inspires them to take up
these issues.”
Commenting on the new campaign Rajesh Sikroria, founder of
Pontem Integrated, said: “Societies change when people take action.
There is a lot of talk, but we are still low on action. It happens with most of
us, we hold ourselves back and do not act. There are enough issues out in the
world that concern a lot of people but unfortunately, we do not see most of
them standing up and raising their voice or taking action. This campaign is to
make them think again. What’s holding them back?”
Since film shooting and
production in the current Covid19 situation was a challenge, the creative team
at Pontem Integrated and production team at Uncommonsense
came up with the solution of using real-life imagery of common people to tell
the story.
“Last few months have seen
some superlative acts of courage and bravery by ordinary people. The campaign creative
was inspired by these ordinary bravehearts who stood up selflessly, went
against all odds and raised their voice so loud that they were heard everywhere.”
Adds Sikroria.
In the first phase "What’s
holding you back" campaign will be rolled out using digital platforms, supported
by Social Media and Real-Life Influencers and also on-line discussions in multiple
forums focusing on various issues being in these challenging times.
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