Mumbai: D2C Indian fashion label Rangita by Stellaro Brands has introduced its latest festive campaign, ‘Tum Hi Ho Rangita,’ to honour and celebrate the distinctive individuality of Indian women. The campaign is a vibrant reflection of Rangita's deep-seated commitment to celebrating the joy and individuality of women and the strong bond they share. Crafted in-house, the video showcases a group of diverse friends coming together to revel in their individual styles, personalities, and expressions.
The soulful anthem ‘Tum Hi Ho Rangita’ not only pays homage to the strength of female friendships but also embodies the self-assured radiance that emanates from within and the transformative power of Indian fashion.
The campaign's genesis lies in Rangita's celebration of women's happiness, vibrant individuality, and their mutual support and friendship. The video encapsulates the comfort of female companionship, the warmth of shared camaraderie, the freedom of expression, and a celebration of feminine beauty. Each character in the video embodies unique qualities, and collectively, they represent confident women who stand by each other through life's highs and lows.
Commenting on the campaign launch, Soumyadip Chatterjee, director of marketing Said "Tum Hi Ho Rangita" serves as a heartfelt tribute to the bonds that connect us all and the joy of embracing one's individuality. We are dedicated to empowering women to look and feel confident in their own style, all while making stylish Indian fashion affordable for everyone.
The campaign is currently gaining traction on various digital platforms such as YouTube, Instagram, and Facebook, and music is also available on Apple Music, Itunes, Gaana, Spotify, JioSaavn, Amazon Music, Wynk, and more. Additionally, the newly launched Rangita Festive Collection can be found on e-commerce platforms like Amazon, AJIO, Flipkart, Myntra, Tata Cliq, and others.
The brand's marketing and promotion strategy involves an extensive digital campaign on platforms such as Instagram, Facebook, and YouTube, along with collaborations with influencers. Rangita's personality revolves around being the epitome of stylish Indian wear for women.
The video was conceptualised and produced in-house, with creative direction and photography by Saswata Ghosh, lyrics by Prankur Chaturvedi, vocals by Mohit Mishra, and music composed by Sunjoy Bose. The campaign resonates with the insight that Indian women desire to feel desired and dignified through their fashion choices.
