With the release of the 2021 Festive Collection, H&M has released the second iteration of its campaign, Brighter Than Ever. It embodies a message of hope for all who can’t wait to celebrate this year again, whether we’re celebrating alone, with a loved one, or with our closest friends. The campaign captures the essence of the sense of hope that seemed so distant after a tumultuous year.
âWhile last year’s campaign was all about intimate gatherings and virtual encounters with many of us confined to our homes, this year the campaign captures the essence of a sense of hope as we all look forward to to celebrate but with all the precautions – whether to celebrate alone, with a loved one or with our closest friends â, explained Amit Kothari, Marketing and Communications Manager – H&M India.
The film brings together a diverse cast of personalities who represent the ethics of the brand. Bollywood actors Rajkumar Rao, Sanjana Sanghi, as well as Adarsh ââGourav and Ishwak Singh are in the foreground. In addition to them, the film features a host of interesting people from different backgrounds.
It is divided into 3 scenarios: Part of one which is played by Rao; A couple who reunited after a long period of celebration, represented by Sanghi and Singh, as well as a reunion between a group of close friends that includes a diverse cast including Gourav – each of them reunited with the emotion of hope.
âThis campaign was designed to show how much hope is this common element between us, manifested through different emotions; the excitement, the joy, the longing, the love, with an overall shared desire to celebrate as we did before during this special time, âKothari said.
He further mentioned how the campaign brings to life the joy and the overwhelming desire to celebrate and reunite with our loved ones, all brought together by hope. âResonating with the heart of our brand, it was important for us to bring this film to life with a fun and exciting narrative with distinct characters expressing their personal style throughout the film,â Kothari added.
Compared to last year’s iteration of this campaign, this time it takes a very different narrative approach with the film featuring a poem about how hope manifests in a spectrum of emotions with a shared desire. to celebrate like we used to.
Kothari said, âWhile the campaign and collections may differ from year to year, the fundamentals are still consistent: a fun approach to fashion with great quality at the best price for everyone from casual shoppers to fashion enthusiasts and style seekers. He also explained how the film also highlights the concept of recycling.
Speaking about the consumer insights that led to this theme for the campaign, Kothari said that while last year’s campaign was all about retrospection, reflection and reassessment, this year people are eager to celebrate, in keeping all precautions in mind. âThe past few months have created a need for more conscious lifestyle choices, with most of us reassessing and reflecting on our needs as consumers. With that, the knowledge of consumers has shifted towards hope, positivity and really looks towards a better future, âhe added.
The film was produced in collaboration with 22feet Tribal Worldwide.