SBJ faced a typical problem. It was overshadowed by its more famous wedding couture half Study By Janak. The task at hand was to give SBJ a unique and distinctive brand image and make it appeal to a completely different set of buyers.
SBJ was a brand for the upwardly mobile men who take pride in dressing up. The ‘Body Language’ campaign was in lieu with the changing mindset and behaviour of the target group. It was created keeping in mind that the metrosexual man hasn’t changed just his wardrobe; he has become more aware of his personality on the whole. And nothing affects his personality more than his own body. The campaign showcases the products in their full glory and provides vital information on the art of positive body language for the seeker.