Global advertising agency Leo Burnett India recently won the integrated communications mandate for Roposo, a live, creator-focused commerce platform. The agency created the brand’s first campaign thus announcing the new brand identity. Roposo, which is a business unit under Glance backed by Google, an unconsolidated subsidiary of the InMobi group, will be managed by the agency’s Delhi office.
The “Own It Now” campaign features the brand’s new story through five designers across all categories: music, fashion, comedy, dance and fitness. The film features popular content creators – Komal Pandey, Krishna Shroff, Aadar Malik, Lisa Mishra and Sushant Khatri and the music for the film was written and composed by a hip-hop group. ‘Seedhe Maut’.
Mansi Jain, Vice President and General Manager of Roposo, said: “We are at an exciting time for the brand where we are creating an innovative and meaningful offering for content creators and users. Our goal is to create a single platform for creators, content and commerce to come together, in a live virtual mall-like environment. Leo Burnett has demonstrated an excellent understanding of the cultural pulse and consumer behavior and translated it into impactful ideas for the brand.
Dheeraj Sinha, CEO and Strategy Director – South Asia, Leo Burnett, said: “Roposo not only has the local edge, it is one of the few high-end hybrid apps that brings commerce and entertainment through their technological and product innovation. This gives us the perfect platform to craft a data-driven strategic approach for the brand, using culturally relevant insights to build a powerful narrative that resonates with its audience. Our first work reflects this as we bring together some of India’s most powerful content creators to present the brand’s renewed offering. We are very happy to join the Roposo team on this exciting journey and look forward to shaping the brand’s success story together. “
Leo Burnett, Rajdeepak Das, CEO and Creative Director – South Asia, said, “Roposo is one of the most exciting and immersive platforms for content creators and users. Our “Own it Now” campaign reflects the passion and attitude of today’s generation. Bringing together some of the best content creators, our film shows how creators and users can make their own moment their own with new features in Roposo. The campaign’s brilliantly eye-catching track by popular rappers “Seedhe Maut” perfectly reflects the confidence and swindle attitude of the new generation. “
Watch the commercial here: