612 Ivy League's Selfie campaign

Chandigarh-based Indian Clothing League has launched a campaign to promote its clothing line for kids.

Indian Clothing League, a Chandigarh-based kids wear manufacturer with retail presence in 120 cities has launched an exclusive 'selfie' campaign for the Autumn-Winter '14 collection for pre-teens. 612 Ivy League is a brand owned by Indian Clothing League.

The campaign pre-dominantly revolves around little children being their natural selves, capturing their candid moments via selfies. The brand claims it to be the first selfie campaign for kids executed by Not Like That, a Mumbai-based communications agency.

Mohita Indrayan, co-founder & CCO, 612 Ivy League, says, "Most kids today have a smartphone and clicking selfies is not just a popular concept with adults but also with children. We want 612 Ivy League to be future-ready when it comes to adopting technology and promoting active clothing. Therefore, when Not Like That came up to us with this striking idea, we were so thrilled that we decided to adapt the idea for our infant wear brand, Baby League, as well."

The premise of the idea for the selfie campaign is that the word Selfie was voted as the word of the year by Oxford Dictionary and has grown to become an extension of any life experience in a mobile-friendly world.

Anuj Gosalia, director & CEO, Not Like That, says. "Technology, if used judiciously, empowers children today. From learning on iPads to capturing memories and life-journeys on smartphones, the modern tweenager happily co-exists with multiple devices in this new world. Through our campaign, we wanted to acknowledge this comfort with technology and at the same time, capture their sense of wonder and discovery."

Chintan Ruparel, director & CCO, Not Like That, says, "There have been several campaigns in the recent past that have taken quickly to the selfie phenomena. But we're yet to come across one where the picture itself became the layout. Of course, it was an experiment that could have backfired, considering the models were kids. Thankfully, the client was brave enough to not just back an idea like this, but also trust us to pull it off."

This pan-India campaign has been launched via press, outdoor, in-store branding and digital. Currently, the campaign is out in Mumbai. Special zones have been created in several malls for the kids to click their selfies. The campaign will be extending its media plan to the other cities.

612 Ivy League is a registered trademark of Indian Clothing League. The brand offers an extensive collection of kids wear comprising knits, wovens, denims, flat knits and jackets which are updated regularly keeping under consideration the belief that children outgrow their clothing every season. All products and range of clothing at 612 Ivy League represent the trendy, active and dynamic lifestyle of today's 'tweens'. 612 Ivy League also recently launched a brand extension, Baby League, which targets kids up to 6 years of age.