Mumbai: Hashtag Orange has partnered with Monte Carlo to lead the concept and execution of its 2024 winter campaign, blending innovation and technology to enhance creative storytelling.

For 40 years, Monte Carlo has been a trusted name in Indian fashion, evolving from luxury knitwear to all-season styles. The 2024 winter campaign aims to connect with audiences, offering stylish and comfortable fashion for the upcoming season.

From concept to completion, Hashtag Orange brought the legacy brand’s vision to life, integrating Monte Carlo’s iconic tagline, ‘It’s the way you make me feel’. The agency also created an original song, now a brand asset, which has gained notable attention, marking a success for both teams.

Hashtag Orange founder Mukesh Vij said, “Collaborating with Monte Carlo for their Winter Campaign 2024 has been an incredible journey for us. Our goal was to push creative boundaries while setting a new standard for the industry and we’re proud to have brought this vision to life. The positive reception so far is a testament to the hard work and innovation that went into every step of the process.”

Hashtag Orange co-founder and chief creative officer Amit Shankar shared, “This campaign has been a defining milestone for both Hashtag Orange and Monte Carlo. From the drawing board to the finished project, our team poured their hearts into this campaign and the overwhelming response so far is a testament to that effort. The success we’ve achieved together has set a new benchmark for future collaborations. We are excited about what’s to come and look forward to continuing this momentum.”

Monte Carlo executive director Monica Oswal said, “Collaborating with Hashtag Orange has been an absolute pleasure. Their strategic insights and creative flair have played a significant role in turning our aspiration for this campaign into an exceptional result. We look forward to partnering with them for more such projects in the future.”