MUMBAI: Amazon Fashion’s new campaign shows how fashion has become a unifier and a language that bonds Indian youth into a cult called ‘Citizens of Fashion’. A 3600 degree campaign encompassing TVC, Digital, Print and OOH, Citizens of Fashion portrays the new Indian youth who remain rooted within, but are breaking traditional stereotypes with their sense of style.

Shot in Varanasi, the two commercials show how Indians in every nook and corner are becoming increasingly fashion aware. Created by Ogilvy & Mather Bangalore and directed by Arun Gopalan of Storytellers Productions, the films are set to foot-tapping music and have slick cinematography.

Ogilvy Bangalore, ECD Azazul Haque said, “Fashion belongs to everyone. It belongs to those who live in Paris. It belongs to those who live in Banaras. All you need is the desire to look stylish and fashionable. Amazon Fashion wanted to celebrate these citizens of fashion who live everywhere. In small towns. In big cities. Amazon Fashion wanted to become the destination for anyone who is seeking the latest style and famous fashion brands, online.

From such a brief emerged the idea of showcasing and celebrating stylish, fashionable people from every nook and corner of our nation. From Mumbai to Kanpur. From Delhi to Patna. Anyone who is a citizen of fashion picks his labels from Amazon Fashion.

The idea was to make brand Amazon Fashion edgy yet relatable. Extremely fashionable yet mass. So came the idea of Parispur and Rioganj. People who are extremely fashionable yet earthy. The contrast of people in an extremely relatable backdrop behaving like the mass of India but dressed in high fashion clothes. People who turn Kamalapur to Parispur and Raiganj to Rioganj. People who are the citizens of fashion.’