Apparel brand Bumchums woos youth with vibrant song and dance

Casual apparel brand Bumchums from Rupa Knitwear targeted at youth and children has unveiled a new campaign.

Created by Scarecrow Communications, an ad film uses song and dance in Goa. A digital leg of the campaign is to be unveiled shortly.

The film has been shot like a music video. It features young men and women dancing and having fun on the beach dressed in T-shirts, shorts and Bermudas, to a South Indian soundtrack that reinforces the brand name.

Rajnish Agarwal, president, Rupa Innerwear, said, “Bumchums is one of our flagship brands targeted at today's youth. We have major plans for the brand as we feel there is a huge potential in this category and this TVC is just the first step towards achieving that goal.”

Raghu Bhat, founder director, Scarecrow Communications, added, “We wanted to create brand recall, flag the right audience and embed the ad with some properties that have potential to spread. Krish (Jagarlamudi, director) has done a great job of fusing the musical idioms of the South with the casual feel and ambience of Goa. Today Bollywood is seeing a massive influx of South Indian talent, from actors to writers to directors and we wanted to tap this trend.”

Arunava (Joy) Sengupta, founder director, Scarecrow Communications, added, “Music and dance is synonymous with today's youth. Lot of youth brands have latched on to this to connect with the TG. Hence it was a challenge to do something that will catch their attention. A lot of time was spent in zeroing in on the right kind of music and the signature dance step. We feel that we have achieved our goal. We are also planning a digital campaign around this film which won’t be the usual adaptation but something highly unusual.”

Unplugged moments:

The film was shot in Goa over two days by Krish Jagarlamudi, director of Telugu movies such as Vedam and Gamyam. During the shoot, some guys from Hyderabad on the beach recognised Krish. They rushed to him, clicked photographs with him and also wanted to feature in the commercial. They feature in the crowd dance sequence.

Credits

Agency: Scarecrow Communications

Creative: Raghu Bhat, Manish Bhatt, Sudhakar Krishnamurthy, Jayesh Pithadia

Account Planning: Arunava (Joy) Sengupta

Account Management: Khadijja Attarwala

Production House: Ever After

Producer: Satish Fenn

Director: Krish Jagarlamudi

Music: Sanjiv Thomas