Campaign Idea
Max Urban, a new vertical of Max Fashion targeting Gen Z, embraces the bold positioning of “Shuffle It Up.” For their Diwali campaign, they wanted to do something around their current positioning, so I created a concept that evolves into a fresh twist—“Shuffle Up Traditions.”
The idea was to reimagine festive customs through striking visuals, compelling narratives, and cutting-edge fashion, perfectly capturing the spirit of the new generation while staying rooted in cultural celebration.
Let’s face it—convincing Gen Z to stick to age-old traditions is like asking them to put down their phones. And that's where the idea of "Shuffle Up Traditions" came from. Max Urban is the cool new kid from Max Fashion, and they wanted to do something fun for Diwali. The brief? Keep the festive vibes alive but ditch the boring bits. The solution? A campaign as bold and unapologetic as their wardrobe.
Why settle for the same-old-same-old when you can mix it up? With Shuffle Up Traditions, we took Diwali traditions, gave them a Gen Z-flair, and wrapped it all in bold visuals and trendsetting fashion. Think patakha earrings, pup as plus one, and crocheted rangolis—because if it’s not Instagrammable, does it even exist?
The campaign was supposed to roll out as a film in two phases: teasers highlighting before-party moments like iquirky patakha invitations to firecracker-inspired outfits, to built up the hype, followed by the main film capturing the vibrant Diwali party.
Imagine a cozy courtyard turned boiler room party, with pets as plus-ones, crocheted rangolis, and Gen Z doing whacking moves in sneakers and sarees. Oh, and an LGBTQ guest slaying in a lehenga-blazer fusion because inclusivity never goes out of style.
The plan was to share it across social media, digital platforms, and in-store screens, blending modern celebrations with traditional aesthetics but due to their budget issues the campaign could not see the light. but here is the video I made to get the vibe check of this idea.
Tap here to see!