MUMBAI: Future Group’s retail fashion discount chain Brand Factory, has launched its #BuraNaManoDiscountHai campaign for Holi, announcing discounts up to 70 per cent. The campaign aims to break the stereotypical habit of wearing old clothes to celebrate Holi and encourages people to buy and wear new clothes on Holi by making use of the massive discounts on offer. The campaign has been conceptualised by Publicis Ambience.

The digital campaign is launched via a film which showcases a prisoner who is all set to come out of the jail after years. He is gifted new clothes which he wears and turns to set out free. He then insists to stay at the prison, afraid he will spoil his new clothes because of Holi. The jailer informs him that he can avail huge discounts on clothes for 365 days by shopping from Brand Factory. The prisoner then happily leaves from the jail in the heroic manner and enjoys getting sprayed with colours.

Brand Factory chief marketing officer Roch D’Souza said, “Holi traditionally has been the only festival where we wear old clothes, we took that as an insight and wanted to encourage everyone to wear new clothes. Brandfactory plays the perfect enabler since we are the only fashion destination that’s on discount 365 days. The film stays true to our space of being quirky and delivering the message in an interesting narrative.”

Publicis Ambience head of creative Ramakrishnan Hariharan commented, “At the onset we knew there would be a barrage of colourful ads during Holi, so we decided to make something that stands out. Much needed in this age of mega-clutter. Also, Holi is revealed only much later in the film, in a thoughtfully crafted suspense narrative, so the audience remains intrigued throughout. It was pure fun working on this one. Grateful to all who made this happen.”