MUMBAI: Jabong, India’s leading online fashion brand, has launched a digital-led marketing campaign to promote the ‘What’s in’-a festival celebrating the launch of its Autumn Winter-2018 collection.
Set in a metaphorical fashion street, viewers witness a group of highly fashionable young men and women, jaywalking across the lanes and revealing some of Jabong’s finest collection of the season. Quick shots and edits from multiple locations allows the film to showcase a wide variety of latest global styles and trends, exemplifying ‘what’s in’ and fascinating the viewer.
The 45 second video has already garnered 23 million views on You Tube so far, making it one of the most popular and successful campaigns.

The campaign is supported by high impact and frequency mediums like radio and outdoor in key cities, further amplifying the reach of the campaign theme and message. The brand also collaborated with leading fashion magazines like Vogue and Cosmopolitan to showcase the latest collection handpicked by the fashion experts.
To celebrate the onset of the new season, Jabong has added 50,000 new styles from the biggest global premium brands to offer its customers the best of latest trends from across the world. The fashion brand has also added 25 new global brands to add more freshness to its existing vast array of brands promises to meet one’s every need whether it be formal, sports, casual, ethnic to even footwear, watches, makeup and beauty.

Jabong head of brand Gaurav Kackar says, “We are excited about the onset of the new season and the What’s In Festival is the manifestation of that excitement. The 5 day carnival celebrates the latest in global fashion. During these 5 days, Jabong will launch and offer the Autumn Winter collection of some of the biggest global brands. The marketing campaign is focused on bringing forth the new trends and styles to our customers through relevant impact and frequency mediums. We recently launched our high-on-fashion digital film on YouTube that has already garnered close to 25m views in the last 2 days.”
The campaign is supported by OOH, Radio and influencer engagements to further amplify the message.