Brand Strategy And Campaign For Brand - FUBU
Skintone Not Pantone #iamnotacolour
FUBU, for us by us; meaning for customers by customers is a streetwear brand that mainly focuses on hip hop culture and the African American community. Hip-Hop is an art form which was born in the streets of Bronx, New York and was revolutionised by artists like Jay-Z and Nas. In 1990, Hip-Hop was introduced in India too by Punjabi rapper Baba Sehgal and talking about the India of the millennials, all of us are well-versed with the rise of hip hop culture in India by famous artists like Naezy, Divine, Raja Kumari or Nucleya. Keeping in mind the increase of hip hop culture and athleisure frenzy in India, the proposed campaign will focus on the four 'E's, Experimental, Expressive, Enlightening, Efficient. This culture had always been about vocalising and expressing issues which are also synonymous to digital art and graffiti and hence that's when my social cause - Colourism comes in the frame. The storytelling and selling of experience come into action via the campaign; #iamnotacolour which focuses on how India is a diverse country has always been in a shadow of discrimination against the skin complexion.
This campaign forewarns its customers against the discrimination faced by people for their natural melanin and also manifests that India is a country of diverse skin tones interconnecting human lives like the diverse culture of people. It educates that there is no such single tone referred to as skin colour. Fubu as a brand was always about stories culture and art that is when Indian engagement with the brand eventuates into the limelight. We are people of diversity and unity. Therefore, community-oriented engagement and customer-centric brand will be a win-win situation for the revived strategy. Collaboration with Indian illustrators and St+Art foundation will be effectuated by comprehending Indian stereotypes and issues via art. Art is a form of expression, and especially street art initiates the best conversations and, in some form, inculcates a thought process which extends from beautiful art or graffiti to art with deeper meanings via spaces with a deeply rooted social context, further screaming eccentricity and rebellious aura, thereby resonating with the brand aesthetics.
