#CelioDoItYourWay, Celio India’s new campaign, which is the brand’s first-ever music video, was conceptualized by Havas Worldwide India. It celebrates one’s individuality and doing things your own way.
The music video, directed by Raylin Valles, features Emiway Bantai, Ranveer Allahbadia, Umran Malik, and Naaman, who is a French reggae singer and musician. Mikey McCleary composed the music and Emiway rapped it in his signature Bantai style.
The video shows the three of them, who are wavemakers in their respective fields, making it in life by following the paths they defined for themselves. The campaign stays true to Celio’s roots.
Their struggle. Their passion. Their story. Their way.#celiodoityourway@emiwaytweets @BeerBicepsGuy @umran_malik_01 pic.twitter.com/70DpqiGFDp
— Celio India (@celioindia) March 24, 2023
Satyen Momaya, CEO of Celio India, said their latest campaign “Do It Your Way” celebrates men who break the odds and deviate from conventional ways. “Today’s generation of young artists, athletes, and social influencers are carving their own journeys and taking pride in doing things their way. As a brand, we celebrate this spirit and aim to bring you the best of both Indian and French artists through this campaign.”
Momaya said their French heritage has always been a source of inspiration. “We are proud to highlight the differentiation we bring to the Indian menswear fashion scene. Celio understands the young millennial and Gen Z, and our merchandise collection is designed to help you express yourself in your own unique style.”
Bantai shared that it’s easy for him to resonate with #CelioDoItYourWay campaign as it became a medium for him to share his personal journey. He said it was great working with like-minded people who believed in themselves through all odds thrown their way.
Allahbadia, who is also known as BeerBiceps, believes in people taking individual liberties towards actions that feel right to them without fear or judgment. Umran Malik, Indian Cricketer, described Celio as a brand that believes in doing things differently. “The new #CelioDoItYourWay campaign celebrates this belief with a video that showcases the versatility of the brand in engaging communities through music, art, and more.” Naaman expressed delight to be part of the campaign. He said it embodies the concept of breaking the stereotypical molds to portray ourselves in our own ways.
Bobby Pawar, Chairman, and Chief Creative Officer, of Havas Group India, believes great brands are those that make a meaningful difference in people’s lives. He explained that it could be through a powerful thought, actions, or a combination of both. “For Celio, we found it in a point of view that inspires people to forget their own path, to define success on their terms, to go off script, to go from having a herd mentality to having a ‘hear’ mentality. The best part is that this is very much a part of Celio’s DNA.”
