Patanjali enters apparel industry with Patanjali Paridhan

Patanjali Ayurved Limited is an Indian consumer goods company that combines the science of Ayurveda with the latest technology to provide quality products for every Indian. It has set a benchmark on how a home grown brand can achieve success on its own.

After revolutionising the FMCG industry, Patanjali now aims to build on the same brand values to provide a range of world class apparel for every Indian’s needs and wants, the philosophy behind Patanjali Paridhan.

The primary objective of the launch campaign was to introduce the brand Paridhan by the mother brand Patanjali, carving out a special positioning niche for Patanjali Paridhan within the larger brand equity of Patanjali while retaining youth, modernity, fashion and trendiness.

The insight that the agency unearthed was the fact that fashion in India is still very focused on fashion from the Western countries. If you discount the token FabIndias, Manyavars and a few local players, there is no national level India-centric fashion brand. Also, Indians feel slightly defensive about Indian fashion as compared to western fashion, unless it is ethnic wear.

The brand wanted to bring Indian fashion fabrics and styles back in to everyday life. To prove that Indian fashion is best suited for our body type and climatic conditions, and to celebrate our rich and varied fabric heritage. The idea was to create a movement – ‘Tann Maan Dhan Indiapan’, to remind people of the rich heritage of fashion that we have surrendered in the blind pursuit of western fashion.

Commenting on the same, KN Singh, CEO, Patanjali Paridhan, said, “India was once one of the biggest exporters of clothing, textile and styles. With changing language and cultures every 200 kms. In India, one can see a blend of different weaves, textures and styles. Gradually, we have moved to adopting too much of western clothing and styling. The aim is to bring the focus and interest back to Indian clothing. Every outfit can be adapted for comfort and that is what we aim at doing. We are creating fusions and blends of different clothing formats and styles. Patanjali's objective, through Paridhan, is to mould the old format of dressing into latest, more comfortable styles, for the Indian youth, while helping the various state handloom corporations and the weavers. All of the products have been selected basis the colour scheme, mood board and quality defined by the global authority on garment quality. Even products and styles from all the Indian states have been given space on our shelves. Our prices are at least 60% less than the international brands. But consumer has to try and use the product to know Patanjali's quality in apparel range.”

The campaign has been conceptualised by L&K Saatchi and Saatchi. Anil K Nair, Managing Partner, L&K Saatchi and Saatchi said, “Patanjali is a home grown brand that has proven that Indian brands can achieve great success on its own. And on the back of this, Patanjali wishes to provide a range of world class apparel for every Indian’s needs and wants, and that’s the philosophy behind the inception of Patanjali Paridhan. The brand is built on a strong foundation of values that include pride and respect for our cultural identity, being comfortable in our own skin, celebration of our rich heritage, providing value for money, and being aspirational. And also moving public consciousness from a western-fashion-orientation to ‘desi coolness and swag’.”

Kumar Suryavanshi, Executive Creative Director, L&K Saatchi and Saatchi said of the campaign, “Very rarely does one, as a creative person, get a chance to work on a unique brief to build an indigenous fashion brand. I thank Patanjali Paridhan for giving us such an opportunity. The challenge was to maintain a balance between Patanjali's Indian values and fashion codes and sensibilities. The challenge was to bring alive the feeling of Indiapan while showcasing fashion, which has always been associated with international brands. I think we successfully managed to capture the soul of the brand and expressed it beautifully through visuals and the anthem. With the help of a super energetic team, we shot across the country to celebrate diversity in the brand’s offerings. We want people to take pride in Indian fashion and break conventions. We are very thankful to Swami Ramdev Baba who has agreed to play the pivotal role in the film and gave us a free hand to make this beautiful and evocative film.”

Ashish Naik, Executive Creative Director, L&K Saatchi and Saatchi, further added, “It was a pleasure to shoot this campaign as the clothes were vibrant and captured the true essence of India's diversity. The beautiful locations added to the charm of the campaign.”

The campaign will be running on TV, Print, Outdoor, Radio and Digital platforms including the social media handles of the brand and the talent.

Credits: 
Agency: L&K Saatchi & Saatchi
Managing Partner: Anil K. Nair
CCO: Delna Sethna
Executive Creative Directors: Kumar Suryavanshi & Ashish Naik
Copywriter: Kumar Suryavanshi
Creative team:
Avinash Murchawade, Prathamesh Bhosale, Divya Kataria
Brand Team: Peenaz Aspi Irani, Jennifer Mulchandani, Raj Sayani
Production House: Prodigious
Producer: Chahna Rupani, Shraddha Singhvi
Associate Producer: Rajdeep Rahi
Agency Producer: Vijay Vigamal, Sudhindra Mishra
Director - Shai
1st AD - Himanshu Mishro
2nd AD / DA - Ajay Nautiyal
DA - Shreesh Shirali
DOP - Gianni Gianelli
Gaffer - Arvind Shetty
Focus Puller - Alok Parmar & Sharad
Music Director: Arun Chillara
Lyrics & Voice Over: Kumar Suryavanshi
Singers: Soumya Chakrabortty, Akanksha Bhandari
Sitar: Bhupal Panshikar
Flute: Avadhoot Phadke
Santoor: Raghavendra Baliga
Tabla: Prasad Padhye
Chorus: Anusha, Chantelle, Rhiya, Hitesh
Arrangement: Arun, Rahul K, Adriel G
Sound engineering & Sound Design: Vipal Patel
Sound engineer (Asst.): Rahul Shinde
Studio: Octavius
Costumes - Kristy Decunha
Costume assist - Pankhuri & Eeshita
Make Up - Elton Steve Vessoaker
Make up assist - Ravi Raj Joiya, Sahil Khan
Production Design - Navin Kenkre
Art Assist - Prakash
Post producer - Sachin Amberkar
Offline - Shahnawaz Mosani & Akshay Mehta
Online - Gautam Indulkar
Colorist - Navin Shetty

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