Indian e-commerce portal Jabong has introduced its largest-ever brand campaign – Be You, which celebrates diversity across multiple media like entertainment, music, movies, sports and other genres on TV, supported by a large scale outdoor and cinema presence, and across digital platforms.

The campaign is led by a TV commercial directed by the London based advertising expert, Harvey B Brown. The commercial is on air across multiple media since June two. The company has invested in a 360 degree marketing campaign for this theme.

“This campaign marks the beginning of a new chapter for Jabong. Youth today are confident, comfortable in their skin and ready to make bold choices. They want to be fashionable, yet not be slave to a trend. The campaign celebrates their choices, and makes our brand philosophy much more relevant in the current context. After strengthening our fundamentals in last few months, we are bringing the focus back to our brand,” Sanjeev Mohanty, company’s CEO said.