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PEOPLE: #StartTrending
PEOPLE, the youth fashion brand from the house of Madura Fashion and Lifestyle, launched their spring-summer collection with a social media inspired campaign - #StartTrending. Conceptualized by Happy, the campaign explores the close relationship between fashion and social media, urging the youth to trend online as well as offline. #StartTrending borrows key elements from social networks to play with the online lifestyle of today’s digitally savvy youth. The campaign was launched through an extensive outdoor campaign, supported by print and social media. To take #StartTrending further, the brand also released a stop-motion film for digital media and movie theatres. Sharing her views on the campaign, Rashmi Shukla, Marketing & Merchandizing Head, PEOPLE, Madura Fashion & Lifestyle said, "Our core consumer, the digital natives, are known to live online 24*7. We wanted to capture a slice of their life today. We love the fact that the video captures this in a very young, fun, trendy manner, and reflects all that PEOPLE, the fast-fashion brand stands for." For the first time since their launch in 2008, the brand chose to go all out with a campaign spanning across all channels of communication.
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