Reliance Trends, a fashion retail chain in India and a subsidiary of Reliance Retail, announced the appointment of Bollywood actress Aneet Padda as its new brand ambassador.
Trends has launched a campaign “TRENDS PARTY CRASHERS – fashion that catches you” starring Aneet Padda.
The campaign, launched on the cusp of the December holiday season (featuring multiple weddings, Christmas, New Years and other such occasions), showcases a never-before-seen playful avatar of the brand.
Considering the party season as a key strategic period for sales and image building, this campaign immediately gets to work showcasing TRENDS’ eye-catching party wear offerings.
Trends has partnered with Bengaluru-based agency Phantom Ideas to launch the campaign. Both the brand and its agency team recognized the need for the brand to literally “crash the party” in a highly competitive partywear market, presenting an offering that stands out against the run-of-the-mill conceptual catalog campaigns run by other competitors in the sector.
The campaign, themed “Aneet’s Party Choices: Fashion That Draws You In,” features Aneet and her friends confidently participating in parties they have not been invited to. Upon getting caught, she uses her charm, confidence, and her amazing TRENDS outfits to get her way. It’s a true celebration of those who stand out even while fitting into settings like weddings, brunches, and house parties.
Nitin Sehgal, Business Director, TRENDS, said: “As a go-to fashion brand for most of the country, TRENDS has the responsibility of setting trends for youth across the globe. This campaign proves that we have our finger on the pulse of the youth and reinforces the brand’s position as a stylist for all occasions in modern India.”
Robbie Anthoney, founder and creative director of Phantom Ideas, said: “The Party Crashers campaign aims to showcase TRENDS as a fashion brand that is willing to stand out and push the boundaries of joy, but at the same time remain rooted in our desire. The combination of TRENDS’ modern party wear styles, Aneet Padda’s charm and some clever storytelling is exactly what was needed for the brand to enter the minds and closets of Indian party goers.”
Recently, Padda has also been named as an ambassador for Lakmē Cosmetics and Mia by Tanishq.