Jabong celebrates Durga Puja with its new video featuring Bengali actor Jisshu Sengupta

Combines innovation with its strong understanding of consumers and regional nuances to create content engagement
New Delhi / Kolkata, September 28, 2017: Extending its brand philosophy of ‘Be You’ to the upcoming Durga Puja festivities, India’s leading online fashion e-tailer Jabong has announced the launch of its new video featuring the renowned Bengali actor, Jisshu Sengupta. The video is a part of Jabong’s 360-degree campaign called #YouAreTheFestival that will be launched on 29 September. Developed and executed in house by Jabong, the film lends its music from the famous music director Subhajit Mukherjee. The video which has already earned 2.1 million views organically (unpaid), is expected to garner up to 5 million views on Jabong’s digital platforms alone during the festive season.

After collaborating with Diljit Dosanjh to target the northern markets in India, Jabong’s new video attempts to capture the spirit of the Durga Puja festivities in the east. The video combines the themes of friendship, togetherness, nostalgia and the spirit of everything Bengal, to colourful and stylish effect. The video will be promoted for a period of one month in social media platforms such as Facebook, YouTube and Instagram. It will also be promoted across INOX cinemas in Kolkata.

Talking about the new campaign film, Gunjan Soni, Head - Jabong, said "It’s part of our overall strategy to capture regional nuances and establish deeper connect with our customers across India. This video is an attempt to capture the spirit and uniqueness of Kolkata and the North East. I am extremely proud of this vibrant representation of Jabong’s brand philosophy, which has been delivered in-house end to end, from ideation to execution.”

Rahul Taneja, Chief Business Officer, Jabong said, “East is an important market for us and it is our constant endeavor to serve the area coherently giving the best shopping experience. The idea behind the video was to spread the message of togetherness amidst the festivities attributing to our brand philosophy ‘Be You’. We wish all of you a happy Durga Puja.”