PEOPLE is a youth-centric, fast fashion brand based in India. "Start Trending" was conceptualized to appeal to the digitally-savvy youngsters of the country. I wanted the idea to urge the youth to trend offline as much as they trend online.

The brand also decided to make their first video to run in stores and theaters.
It was the brand's first major campaign with hoardings seen across the country.
AGENCY : HAPPY MCGARRYBOWEN, INDIA
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