Superdry wanted to create content and a brand experience which could be amplified digitally through owned media, with music being the focus, we built a platform of discovery which is credible and had a global appeal. The purpose of Superdry Sounds was threefold, to recognise emerging artists, curate original content, and select one artist to represent India at UK’s Field Day Festival
In consultation with Industry experts like Nikhil Chinapa, Ishaan Ahluwalia, Ankytrixx, Jehan Johar, Kohra, we put together 12 emerging artists on a music platform, where we hosted them, and shined light on their content, music. Also tied up with Vh1 India for digital amplification. The property was executed by Submerge.
Through ambassador selection we were able to create original content, selected emerging artists became the faces of the 2018 Superdry India campaign, replacing the traditional model strategy.
The campaign got over 100k Impressions & 26k engagements, making it Superdry India’s most successful campaign.