In today’s era of mass production rapidly evolving lifestyles, there is a constant need to stand out. Indigenous brand bhane. seamlessly makes a shift from streets of Bombay to San Francisco to showcase both individuality and universality; the basis of the brand’s motto. Featuring and shot on people like you and me from all walks of life, the campaign Bay to the Bay once again puts the homegrown brand on a global map. The spirit of self-expression is effortlessly portrayed through photographing a bevy of people doing very interesting things like bloggers Ashley Zeal & Emily Farren from Two Peas in Prada, model Luke Chong, writer Tiffany Wang and visual designer Christina Chin. For the Bombay leg of the campaign, bhane. shot with celebrity stylist Sanjana Batra, blogger Santoshi Shetty, dancer and yoga instructor Lara Saluja and the man behind the lens Gaurav Sawn amongst others.
The love and respect from loyal customers has kept the brand intact. With more interesting collaborations lined-up, including a multi-brand sneaker shop, we can only look forward to more awesomeness. CEO & Founder Anand Ahuja tells us about bhane.’s evolution.
From launching the brand in 2012 to flying off to eclectic creative cities and launching bhane.us. How has the journey been like?
The journey is the joy, the learning. The journey is everything. Creating a brand is a long-term effort, it doesn't come overnight, and the longer a brand can stay around and present ideas consistently, the stronger the brand it develops. Our travel has always been a result of our vision; to show how people around the world all have inherently similar thoughts, tastes and choices. There is a basic principle of allowing people the independence of thought and expression, of showing the customer respect and of having thought leadership. We travel to meet with, interact with and showcase how people from different 'eclectic' cities are so similar to us ? the viewers. Expanding into the US is just a more powerful way of showing how similar we are across the world.
bhane.’s Bay to the Bay campaign takes over after New Delhi to New York. What is different this time around?
It is an expansion of New Delhi to New York certainly, except in this shoot we did a better job of showcasing the different landscapes of the cities while showing similarities in overall feeling in our images. Of course, these two cities were tougher as we are more familiar with Delhi than Bombay and New York than San Francisco.
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