Trends’ mainline positioning was ‘Get Them Talking’. A philosophy that maintained there was no right or wrong way to do things - as long as you were noticed. While mainline used this to push pure-play product features, we used it build brand ethos.
On Diwali, we convinced a conservative mass brand like Trends to let their products take a backseat and take a stand instead. By calling for a cracker-free Diwali. A premise built to get people talking. We helped shine the light on an often overlooked part of society who suffer as a result of non-stop fireworks - the elderly. The film drew a wide spectrum of reactions as our fans debated how they would be 'Shorstoppers' this Diwali.