Lee Cooper's new campaign celebrates persistence over perfection

Lee Cooper by Reliance Retail has launched its Spring-Summer 2024 collection, aiming to challenge the preconceived notions about men’s and women’s fashion. With the introduction of intense neo-neons and bold graphics, the materials and styling have been updated to align with Gen Z's preferences.

To communicate this ‘fearless’ fashion statement, the company has unveiled a campaign titled "So What?" (Toh kya hua?) This initiative is built on the brand's message of challenging the status quo and embracing one's choices.

With this idea in mind, the campaign showcases young individuals who have mastered the art of acknowledging the not-so-perfect situations in their lives with a great deal of style. They choose to laugh it off and try new things outside their comfort zones without fear of judgment or failure. They are confident to change the narrative around failure by declaring, “It is what it is… so what?”

The campaign will be rolled out across various channels, focusing on social media and digital platforms to engage and connect with the target audience.

Speaking of the approach behind the campaign, Prasad Rao, executive creative director for Makani Creatives shared, "In order to emotionally connect with a brand's audience, brands must capture the authentic tone of voice of their consumers. With this campaign, our attempt is to connect the brand ethos with the life and mindset of Gen Zs. Our target audience lives with a "so what?" perspective and the campaign reflects their relentless, confident approach towards life. Be it Tier 1 or Tier 2, be it SEC A or SEC B, "toh kya?" is a part of their vocabulary when faced with adversities or challenges. It feels good to have brands believing in these approaches and taking the leap with us.” 

Campaign's take: The positive body image movement has gained momentum in the West and is gradually making its presence felt in Asia. Conversations on topics such as body shaming, the objectification of women, and stereotyping are becoming more common. Marketers from sectors traditionally known for promoting a stereotypical definition of success, appearance, or careers are now embracing more body-positive and diversity-driven communications. It's encouraging to see an apparel brand, especially a denim brand, shift the narrative and motivate the youth to reclaim the power that inherently belongs to them through its new campaign.