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Not Like That designs the first ever ‘selfie’ campaign for kids

MUMBAI: Not Like That, a Mumbai based communications agency recently won the creative mandate for Indian Clothing League Pvt Ltd, a Chandigarh-based kids wear manufacturer with retail presence in 120 cities across India. The agency crafted an exclusive ‘selfie’ campaign for the Autumn-Winter ’14 collection of one of India’s first clothing brand for pre-teens, 612 Ivy League.

The campaign pre-dominantly revolves around little children being their natural selves, capturing their candid moments via selfies.

After being voted for as the word of the year by Oxford Dictionary, the ‘selfie’ has grown to become an extension of any life experience in a mobile-friendly world.

However, this particular campaign is one of its kind. Not only is it the first selfie campaign for children, but also a first where the layout itself is a selfie.

Anuj Gosalia, Director & CEO, Not Like That, commented, “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, said, ”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 taken 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.”

Mohita Indrayan, Co-Founder & CCO, 612 Ivy League, commented, “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.”

This pan-India campaign has been launched via press, outdoor, in-store branding and digital.