Commercial StylingTELEVISION COMMERCIAL

Submission by

Aaliya gujral

FSID – LEVEL 3

TVC Appreciation – Faballey #Unfollow

“Today, there are too many people telling us what to do, when to do it, how to do it and what to wear while doing it. Our

campaign aims at encouraging young women everywhere to be Un-Everything. We want them to not be bogged down by

what’s considered right or wrong in life. And in Fashion. We wish to assure her that nothing is worth her peace of mind or self-

esteem. We want her to #unfollow” say Shivani Poddar and Tanvi Malik, co-founders, Faballey.com

The brand aims to cause disruption in the mindset of women to get them to liberate themselves from societal perception and

judgements. The sensational campaign, created by Jack in the Box, talks about the constant struggle faced by women to

conform to fashion trends and rigid diktats. They seek to celebrate individuality without being stigmatized as unfashionable.

They wish to redefine distinctive style in the truest sense of the word. The brand takes a bold stance in one particular

commercial (What the F**k should I wear?), from the campaign, featuring Radhika Vaz , a stand-up comedian, in the nude.

Since its launch, this ad alone has touched over 300,000 hits on Faballey’s YouTube channel.

About the brand

Founded in June 2012 by Tanvi Malik and Shivani Poddar, FabAlley.com offers design-differentiated affordable high-street

clothing and accessories for young women. The startup, which has received funding from Indian Angel Network (IAN), claims to

clock 500-700 orders a day with an average ticket size of Rs 1,400. Instead of the usual 'seasonal collections', the brand is big on

'monthly launches'.

USP

• The core value ingrained in this campaign is that of a girl uninterrupted and unhindered by societal norms and fashion

diktats. It seeks to empower women to be comfortable in their own skin and define their individuality.

Target Audience

• The core target audience is a metro girl between 18 and 25 years.

Challenges Faced

The film has resulted in polarized opinions. While it was successful in causing a disruption and calling attention it may also has

created certain problems.

• The ‘shock value’ (nudity) could have truly overpowered the core message being conveyed.

• While the brand claims that the target audience is between 18 to 25 the spokesperson in the ad doesn’t fall under the same

age group.

• Starting with such a strong campaign, at so early a stage, is going to make it difficult for the brand to top it in the coming

times.

• Due to the nature, tone, humor and language of the ad a large segment of an audience may not be able to relate to it or

grasp the concept altogether. Which may in turn alienate a sizable chuck of their female audience.

• A risky and bold step like this always has a strong chance of backfiring in a negative manner which may in fact hinder

their progress and work against them

Narrative

Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, recently launched a disruptive campaign #Unfollow for

FabAlley, an online fashion portal for women. The campaign, featuring comedian Radhika Vaz, comprises of total five videos- the main

launch video, What the F**k Should I Wear, #Unfollow Uncomfortable, #Unfollow Pain, #Unfollow Fad and #Unfollow Skinny. A digital

focused campaign, #Unfollow is currently being promoted on leading social media platforms- Facebook, Twitter, Instagram and YouTube.

“Unfollow is about challenging the conventional lens of beauty and the clichés associated with it. Beauty is about retaining your

individuality and appearance is something you build on top of it. Through this campaign, we wanted this message to come out loud and clear.

The strategic objective of this campaign is to give a voice and a personality to FabAlley, especially, considering that most of the e-com start-

ups only focus on a discounting or a transactional method”, added Abhishek Razdan, Executive Vice President and National Business Head,

Jack in the Box Worldwide

The video follows a buck naked, sassy rant from Radhika Vaz encouraging women to be comfortable in their own skin. It is filmed on a

set in film city with no real audience. The ambience and mood of the set has been created to mimic that of a stand-up comedy night that

would cater to an average number of audience. The film shows her talking about the ‘fashion police’ that evaluates what a woman wears in

her daily life. She drives the point home saying that it has become far more acceptable to appear in the nude rather than make a fashion faux

pas. It is not a voiceover like regular ads. Radhika Vaz, being a comedian and writer, wrote the script herself. Vaz stands on a stage naked, the

nudity blurred out, and addresses the one problem most women face every morning—what should they wear. She highlights the struggle

faced by women trying to fit into a certain mold preset by societal standards. She goes on to talk about the exhausting pressure of following

rules laid out by the ‘fashion police’—look “effortlessly chic”, dress according to your “body type” and think about the image you have to

portray. There is no doubt that Radhika’s ‘bare it all’ act has delivered a huge shock value. The brand is prompting the audience to liberate

their views & come out of clichéd concepts of style and fashion. Vaz ends her rant with the ad’s tag line: I choose to unfollow.

Often referred to as the Indian Wanda Sykes, she is amongst the country’s most renowned stand-up comedians with an international

following. Vaz has a witty and sassy sense of humor that can sometimes be a little uncomfortable for those with a rigid definition of what is

“lady-like”. To requote Vaz from an interview she once gave to TOI – “I am barely a woman”. She has the knack to touch topics about women

and go where no man has dared. Being an opinionated writer, stand-up comedian, performer and feminist, she truly has a multi-dimensional

personality.

Faballey caught on to this element and saw the advantage that it held for a women’s fashion brand such as themselves. Being a feminist,

Radhika propagates Faballey’s stance regarding the liberty of expression when it comes to female fashion.

They were on the lookout for a ballsy women who, at the same time, was in the public eye. Like most women Radhika too, faces the pressure to

project a given public image. It is a rant in tune with what Radhika does professionally which lends insight into the problems faced by women.

Character Appreciation

Radhika Vaz born in Mumbai in 1973 is an Indian comedian and writer. She

once worked as an advertising executive in Chennai and has a Masters in

advertising from Syracuse University, New York. It was then that she realized she

wanted to become a stand-up comedian. She began her career as a performer and

writer and trained at the Groundlings School (Los Angeles), Improvolution (New

York), The Magnet Theatre (New York), Second City (Chicago) and Upright

Citizens Brigade (New York). One of her well known performances include her act

“Older. Angrier. Hairier” and the play “unladylike: The pitfalls of propriety”

for which she cites Patrice O’Neal and Bill Hicks as her inspiration. Vaz is also a

columnist for The Times of India.

Recently on WGSN there was a report featured on young iconoclasts taking on the world and demanding to be heard with hopes to bring

change in the order of things.

WGSN provides forecasting and analysis service, equipping style-driven businesses around the world with future intelligence and creative

inspiration on what's new and what's next.

An iconoclast is a person who attacks or criticizes cherished beliefs or institutions that are widely accepted.

The report stated (in brief) -

“Activism is certainly not a new concept; the power of protest has altered the course of history over and over again. However, in light of

recent events driven by political turmoil, social injustice, terrorist rhetoric, environmental exhaustion, and race or identity-driven

inequality, it's important to highlight the fearless iconoclasts standing up for the unheard, championing empowerment, and most

significantly, change.

Age is but a number. Young iconoclasts (mostly under the age of 25) are driving internet and social media movements with a mere click

and hashtag this take on activism is as much about optimism as it is about doing something identity is the biggest POV for a lot of

youngsters, be it from a gender, race or sexuality perspective. All in all it's about freedom, and being able to be who you are, without the

constraints of outdated discourse or outright violence the youth are becoming politically savvy and taking an interest in how current

leaders are shaping their futures. This in turn has led to a new wave of protests and even youth-inspired political parties A new breed of

outspoken celebrities are using their fame as a platform to address bigger issues.

Concept

Out of all of the iconoclasts featured in the report Jaden Smith is by far the most famous, and simultaneously one of the most dynamic young

figures out there. The actor and musician's open-minded stance on gender, identity and race resonates so deeply it has given way to

influential gender-blending campaigns and editorials.

Jaden Smith, son of Will and Jada Pinkett Smith, born July 8, 1998 (age 18), is well-known for his bizarre musings, but he says it’s ‘an honor’

for people to think he is ‘crazy’.

To requote Jaden from an interview he gave to the GQ magazine‘I rarely go to parties,’ he said. ‘My whole life is just dedicated on learning

and breaking like, the craziest records of life, and being like one of the craziest human beings to ever exist. That’s me… I just want to teach

people how to be comfortable. Stop being so scared.’

When asked the meaning of MSFT, in an interview, Jaden said –

“Its different things for different people.

MSFT (Misfit) is somebody that thinks - I am not going to conform to society and I'm going to be a divergent thinker and I'm going to

design my own clothes and I'm going to make my own music because I don’t like what I'm hearing or the clothes that I see.

Somebody that can make the life that they want for themselves and do what they want for themselves and be their own person by creating

and being a part of a collective that supports you for who you are and lets you be an individual the way you want and create whatever you

want. It is a vehicle for you to find yourself. It gives you a channel to find yourself by being given the freedom to be yourself.”

When it comes to Jaden Smith, the unexpected is always expected. His unique style may not be what you’re used to seeing your typical male

figure in on a daily basis and he doesn’t care what anybody thinks about it. The fashion forward celebrity has been seen around town

wearing nail polish, skirts, and dresses for quite some time now.

“You just have to believe in yourself, you know,” Smith says. “The world is going to keep bashing me for whatever I do, and I’m

going to keep not caring. I’m going to keep doing the same things—I’m going to keep doing more things. I’m going to take most of

the blows for my fellow MSFTS. So, you know, in five years when a kid goes to school wearing a skirt, he won’t get beat up and

kids won’t get mad at him. It just doesn’t matter. I’m taking the brunt of it so that later on, my kids and the next generations of kids

will all think that certain things are normal that weren’t expected before my time.”

He represents a generation that has assimilated the codes of true freedom, one that is free of manifestos and questions about

gender,” said Louis Vuitton’s creative director Nicolas Ghesquière. “Wearing a skirt comes as naturally to him as it would to a

woman who, long ago, granted herself permission to wear a man’s trench or a tuxedo. Jaden Smith conveys something very

interesting about the integration of a global wardrobe. He’s found an instinctive balance that makes his extraordinary attitude a new

norm. That really inspired me in the creative process for this collection.”

Don’t' buy something simply to follow a trend or because its what people do or say so. Trends, fickle as they are, change or evolve

with time. However you will always be you. Invest in things that are true to you and make you feel special about yourself.

Buy what you want, what you like, what makes you , you.

The idea is to draw inspiration from this concept and to have a male spokesperson instead of a female. It’ll give an interesting twist

to things. Instead of talking about women in particular we can broaden the message to include humans at large. To drive home the

point that no one should have to live according to the rules decided by someone else at the sake of their own peace of mind. We could

have the spokesperson dressed in “Feminine” attire which would result in a comic response by the audience. This would further

accentuate the point that not just women even men have to abide by the rules set by the ‘fashion police’. People need to broaden their

mindset and give everyone to freedom to choose their lifestyle.

CONCEPT

BOARD

Casting – Kanan Gill

"I'm not sexist but I'm also not a feminist" says comedian

Kanan Gill in a hilarious video clip from his 'Feelings in India'

tour.

What is he, then?

"I am happy," he explains.

Kanan Gill, an Indian stand-up comedian, is well known for his

YouTube series, Pretentious Movie Reviews. Here is reviews Bollywood

movies with fellow comedian Biswa Kalyan Rath.

He started his career as a software engineer in Exeter Group Inc., for

three years. In the meantime, he participated and won a competition

called Punchline Bangalore followed by another win at the Comedy Store

in Mumbai. He then quit his job to pursue a career in comedy. He has also

worked in an improv sketch comedy show, The Living Room on Comedy

Central.

INSPIRATION

Character

Board

Final outfit

Thank you