Buda Jeans Company and the Anti Jeans campaign
The Challenge
Creating communication for a new brand in the Denim category is really challenging. Jeans are built on values of ruggedness, long lasting, mobility, urban street fashion and building urban tribes. The global heritage brands have defined the culture of Denim globally through cues of fashion and belongingness. The local brands in India have followed the same trend, and to top it, they have added celebrities to the mix. As the brand, we had to craft a path that was either a slice of old, or we chose a road that was never explored. Jeans is about people who cross any length to be liked, to make things happen, to be the leaders of hustle. Buda Jeans Co is the antithesis of all this. It’s the real anti-jeans brand.
The Audience
Hustle has made it to the top of their priority list. Hustle is Enter Buda Jeans Co., from the house of AJIO that is here to challenge the very idea of hustle. We are witnessing a rise of people who want to lead a life that is relatively slower, more meaningful and easy-going. If the world earlier was always on, the new consumer’s attitude is to plug out of the noise and enjoy their me-time. People today prefer living in easy denims and easy-to-wear fashion, which is what Buda Jeans Co. offers.
The Strategy
The Buda Jeans Co. is built on the ethos of peace, calm and happiness. Buda Jeans Co. lives in the moment, lets go of the frills, and connects with likeminded friends with – planet easy; the brand’s tagline. We created a new ethos of denim, something that has not been the part of the jeans culture. Buda Jeans Co. stands out of the sameness of the denim crowd and tells a tale that has never been told.
The Work
Planet Easy as a philosophy belongs to an open world where everyone is welcome, a world that has peace at its core, and is driven by equality. Where minimalism is valued and simplicity of design is fashionable. Buda Jeans Co. is international in its outlook and is a world citizen.
The campaign has three digital films, social media and content, influencer videos which were crafted differently.
The Result
In three months time, Buda was among the largest Denim brand on Ajio platform
Post-pandemic there has been a change in consumer attitude towards life. Success for youngsters pre-pandemic was defined by the hustle culture. The startups, the business leaders, the popular business TV programs are built on the feeling that life is too short and to be successful, you need a massive push. Pandemic changed this attitude and, hustle got redefined and an eased-out life gained currency.
